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Briefing Experience Authoring Tool (BEAT): Re-inventing the briefing experience by integrating space, content, and customized functions based on service design. We set out to define and quantify these variables in order to design a holistic briefing experience. Service design is achieved by integrating movement of people, placement of objects, and adoption of new technologies to maximize functional and emotional effect. It creates a seamless briefing experience at the same time it encourages the audience participation, by developing custom systems to act as a central command unit for the interactive communication, and by using virtual demo.