The challenge

How might IDEO’s presence at one of the largest health innovation conferences spark real conversations about the future of healthcare — rather than another trade-show booth?

My role

Designed the original activation concept and experiential flow, led pre-event client outreach and on-site engagement — and pivoted the design on-site when circumstances demanded it.

The work

Two signature experiences anchored the space: a tarot card reading on healthcare creativity — a metaphorical exercise exploring how leaders think about uncertainty and the future — and a strategy game that framed healthcare challenges through play. Product innovations like the at-home Pap smear and the Willow pump set the context.

The impact

The activation turned a coffee corner into a conversation engine with senior healthcare decision-makers — and fed IDEO’s healthcare business development pipeline heading into 2025.