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understands mental models.
Case: Ada Digital Health


Seven minutes per patient. Operate or rehabilitate? Have I missed something? A quick diagnosis leaves little room for doubt, much less for a second opinion from a colleague.

To significantly reduce the risk of a misdiagnosis, you have to understand the mental models a doctor uses. Dr. Martin Hirsch
As Head of research and development at the Berlin start-up Ada, the neuroscientist Dr. Martin Hirsch is a forward thinker. First and foremost, he is interested in visual diagnostic reasoning, a thought process that plays a key role in critical decision-making.

2What we did

Plural intensively unpacked mental models and medical diagnostic processes. We conceptualised an interactive tool that visualises the reasoning process in an intuitive interface doctors can immediately relate to. Not surprising if you take into consideration that the UX is based on the internal dialogue doctors are repeatedly trained in from the start of their education. It compares observations and assumptions until the diagnosis is sound.

The interface consists of a central work space plus two columns, one for symptoms and one for possible diagnoses. © 2015 Plural

3What did we achieve?

Scores of sketches, considerations, designs and tests later, it was clear: The diagnostic reasoning UX will form the backbone of a full spectrum of services for doctors and patients that we design with Ada.

After watching the introduction video and a demo session both GP groups were already able to use the system on their own. (...)
This is especially interesting because the GPs themselves described the system as “sophisticated”.
Dr. Claire Novorol
The intuitive functionality did not only impress in clinical trials, the jury of the international Usability-Awards were also convinced by it. In addition Ada (still named Medx at the time) was awarded the German Federal government and German industries’ innovation prize and selected as a Landmark in the Land of Ideas 2015.

Ada is an awardee of the Usability Award and a Landmark in the Land of Ideas 2015.
takes archives from storage to stories.
Case: The Research Table


Museums and archives can often only present a fraction of their collection. The walls don’t have enough space to showcase everything and not all of the works are significant enough to warrant their permanent display. But curators need an overview of the full collection in order to illuminate its undiscovered potential. Visitors also benefit from the access it offers to intellectually sophisticated themes and contexts.

2What we did

Plural’s interactive Research Table clearly visualises hidden connections between archival data. The visualisations contextualise the collections and their geneses, blazing new trails for academic work. The objects’ diverse ranges of references are also of interest to visitors who can access a fascinating network of works, artists and their touchpoints. The relationships between collections and objects also become clear.

Timelines, resumes, contexts, maps, institutions.

3What did we create?

In the past curators had to work with complicated databases to access information about artworks. The digital Research Table’s elegant, award-winning interface makes accessing and working with the information a breeze. It’s even possible with a tablet and museum visitors can take the Research Table’s multimedia content with them on tours in interactive audio guides.

Find out more:

Research in an ›analogue‹ archive: The Kahn Archives, Detroit © 2014 Plural
turns users into visitors. Concepts for a digital museum.
Case: Kunstsammlung NRW


For an institution associated with the exclusive and original, free online access to its collection may seem like a threat. However, even museums have caught on to the opportunities digitalisation affords.

It’s no longer a question of “if” but rather “how.” In particular: How do we engage visitors who are ever-increasingly ‘users’? The impact these individuals can have on an institution’s international reputation should not be underestimated.

2What we’re currently working on

Along with the Kunstsammlung Nordrhein-Westfalen we are unpacking how an excellent collection can expand its legacy in the digital realm. To play off the high standards in education and mediation, we are sounding out individual approaches and various content formats for presenting the collection.

We exploit the new and future digital possibilities to best serve the complexity of our expanding knowledge pool. We consciously opt for formats that make the messages presentable, regardless of their complexity.From the Kunstsammlung NRW’s digital strategy
Drawing on background research about museums in the Anglo-Saxon world and our understanding of culture and workflows in German museums, we teamed up with the Kunstsammlung Nordrhein-Westfalen to develop a digital strategy. Our goal: To formulate a strategy that encompasses the increasing demands for user-friendly services with an impressive interface.

In short: It’s not about designing a new website. It’s about designing digital services.

Tailored access for various user groups. © 2015 Plural, Dario Coelho

3One more thing

‘Anti White Cube’ is the future of museums: International research is starting to recognise that artworks are nodes in a complex web of untold stories

The German Federal Cultural Foundation selected the Kunstsammlung Nordrhein-Westfalen and Berlin’s National Gallery for an ambitious research project: “Museum Global” will highlight several new thematic, historical and political perspectives on artists and artworks. Together with Plural, Kunstsammlung Nordrhein-Westfalen will sound out the possibilities digitalisation holds for “Museum Global.” We can’t wait.

Plural designs diverse scenarios for how artworks can be contextualised. © 2015 Plural, Dario Coelho
Cover Image: The Kunstsammlung Nordrhein-Westfalen’s K20 © Katja Illner
designs the university that never sleeps.
Case: Hertie School of Governance


When the Hertie School of Governance was started in Berlin as an experiment in 2003 the concept “governance” was largely unknown. A decade later “good governance” is one of the key values in leadership across the public, private and third sectors. The private university on Berlin’s central Friedrichstraße has carved out a name for itself as an excellent centre of research and successfully established its study programmes on an international level.

2How did we contribute?

Plural has been working for the Hertie School since 2006. We are responsible for the corporate design, the communication materials as well as the development of cross media communication formats. With the annual publication The Governance Report, which we also design, the Hertie School has been publishing an international standard work in English since 2013. We were also responsible for the art direction of the seventeen editions of the student magazine Schlossplatz3, each with a unique look based on changing themes. Since 2015 the new online student magazine, The Governance Post, publishes news and commentary on governance by students and alumni.

3How did we contribute?

Universities are not immune to global competition – the excellent private institutions are particularly aware of this. Clear brand leadership and intercultural communication guarantee brand recognition and foster an authentic identification with the university’s values. We are proud to work with the Hertie School and its students from 52 nations and 15 time zones.

Cover image: Berlin Friedrichstraße © Steve Simon,
gives a transmedia documentary serious impact.
Case: Everyday Rebellion


The fight against injustice, repression and violence through creative and humorous means: This theme demanded that “Everyday Rebellion” become more than just a documentary film that disappears from cinemas and festivals after a couple of months. The filmmakers Arash and Arman T. Riahi were not unlike their activist subjects in that they were also interested in how to make the greatest possible impact.

At the end of the day people always fought for their rights through peaceful protests.The Yes Men

Ping-Pong-Bälle mit subversiven Botschaften, Damaskus<br /> PluralOccupy: »Money is not Free Speach«, New YorkOccupy: »We are the 99%«, New York

2What we did

Together with the film team we developed an online hub with tutorials and information for activists. Diverse content formats from a range of sources make for an impressive panorama of resources.

The internet’s non-linear, freeform storytelling possibilities means that several small initiatives can be documented that would normally not fit in a 90-minute film. Furthermore, the platform serves as a source of information for journalists who want to report on the theme. This generated exposure for the project even before the premiere.

The homepage: A full screen live ticker
A world map provides an overview of all initiatives

3Was wir erreicht haben

Even before the completion of the film the website had already built up a sizeable following of fans, confirmed by impressive visitor stats. It was awarded with the CIVIS Online Media Prize 2014, the B3 Transmedia Award and was among the finalists for the Interactive Award at the South by Southwest Festival 2014. After this the film was also very well received at various festivals.

Everyday Rebellion is one of the top ten future visions.Dazed and Confused Magazine
To this day the website has an impact as a long-term multiplier of protest forms that are rarely covered by the daily news cycle. As with each protest movement, “Everyday Rebellion” will continue to unfold. Its impact goes well beyond what a simple documentary film can achieve.

Kilian, Arash and Arman after the presentation of the Civis Awards
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