Boehringer Ingelheim AR Experience
The Background
Boehringer Ingelheim needed to break through at major medical congresses where healthcare professionals spend just minutes at each booth. The challenge was creating an augmented reality experience that could engage doctors with complex kidney health concepts like cardiovascular risks, CKD diagnosis, and albuminuria testing without overwhelming them in those critical few seconds.
My Role
I directed the creative strategy and complete experience design for this AR activation, guiding the UX/UI design team while collaborating with XR engineers, tech leads, and product managers. Over three months, we shaped everything from the booth design through the AR interaction systems, creating a cohesive experience that worked seamlessly in the chaotic congress environment.
The Execution
We designed an AR experience driven by hand gestures and body movement. Using front-facing cameras and motion tracking, participants control an illustrated avatar that mirrors their actions, revealing layers of the human body as they explore kidney health information. The interface transforms complex medical data into something physical and engaging, turning passive booth visits into active discovery.
I guided the design strategy that balanced medical accuracy with intuitive interactions. The booth design, UI system, and AR gestures worked together to capture attention from across the congress floor while delivering impactful medical education.
Key Features
Hand gesture and body recognition system, real-time interactive AR environment, cohesive booth design integrating physical and digital elements, progressive information architecture revealing insights through motion.
The Launch
Debuted at Pri-Med East (October 2025) and the American Heart Association conference (November 2025).