Background
When I was working at the University of Engineering and Technology (UTEC) I was asked to develop the concept, design, and organization of the first Commencement ceremony. It was a challenging but rewarding opportunity to work side by side with different people in several departments of the organization to set the tradition for future commencements at UTEC.
The Challenge | Mapping the experience
I was in charge of designing the whole commencement from scratch, including the protocol for the ceremony, the event experience — all the activities and moments within it, the robes, diplomas, prizes, medals, invitations, and other components and artifacts involved in the sequence of events and interactions for having an amazing commencement experience.
We had to think about all the touch points, roles, and actors involved mapping the whole experience. This event was not only for graduating students, but for their families, professors, staff, and other stakeholders.
Leading a strategic and diverse team was key
I put together a strategic team that was composed by a diverse pool of staff members — faculty members, professors, and staff from career services, events management, creativity and design, customer service, marketing, student services, IT, campus security, and human resources. The design of this experience involved creativity and teamwork, and most importantly, focus on the desires and needs of our students and stakeholders in order to create an event that would be memorable for all.
The Process | Design Thinking Workshops
We organized Design Thinking workshops with the different stakeholders. The insights led us to design a framework that allowed us to innovate within the traditional commencement experience. This new hybrid experience allowed everyone to be immersed in an environment that was enhanced with technology, music, food, and an amazing team of people giving our guests the opportunity to have an amazing experience.
I designed the protocol and supervised the team's design on robes, medals, prizes, diplomas... you name it! I also organized a leadership committee and distribute specific tasks for the team to perform prior and during the event.
Envelope
Invitation
Medals
Backing for pictures
Baton
Prize for best GPA
Sign
Passes
The Commencement Experience
The most important part of designing this experience was thinking about the people we were designing for — their interests, desires, motivations, fears. We wanted to address them with specific messages and moments within the ceremony.
We had great speakers: besides UTEC's owner and president, we invited Sanjay Sarma — VP of Online Learning at MIT — who gave a very emotional speech addressing challenges this first cohort of engineering graduates needed to face in the "real world".
However, students ran the show when they recited the first "UTEC Promise". I had previously written and designed a "Promise", which aimed to be recited by graduating students highlighting their commitment to using engineering for making the world a better place, of being ethical, innovative, socially responsible and leaders in engineering.
The idea behind the "Promise" was for it to be passed on to the following graduating classes through a symbolic baton, so that all the following graduates continue with the tradition in future graduation ceremonies.
Finally, after the ceremony, graduates and their families, as well as staff, professors and directors, gathered in the lobby to enjoy the celebration — we designed a "lounge" ambiance to enjoy and celebrate with some some drinks and food, as well as warm environment designed with lights, music, furniture and interactive artifacts.
