Aventri
Senior Manager, User Experience
2017-Now
Responsible for:
- Design strategy
- Stakeholder workshops
- Client validation
- Concept development
- Recruitment of designers
Outputs:
- Design system
- Interaction and visual design
This was a huge success and we needed to provide a similar uplift to the other main attendee touch points of the email campaigns and registration pages. The current flow for a planner to create
We were looking to revamp our other key attendee facing interfaces to provide a slick, modern design that is consistent throughout the attendee journey. We want a design and theming controls that excite clients and attendees alike and allows for easy branding of interfaces across our product-set.
What I inherited
Aventri’s front-end, attendee-facing UIs look dated, untidy and often uninspiring. They’re not easy to style individually or as a connected group of designs. They form a clear user journey through an event life cycle – from marketing / invite to evaluation to registration and post-show communication, but we don’t provide a common design language between these interfaces. We believe they fail to excite the clients we seek and the attendees to whom they’re catering for.
Another challenge was that the product for planners to create and brand an email campaign, a registration site, and a virtual experience was designed for capability and not usability. These consisted of a group of disjointed features that had a steep learning curve.
Looking into the NPS we noticed that there was a huge difference between regular users that logged in to the system more than thousand times to those who logged in less than one hundred times. See illustration below.
The approach
We’re looking to utilise the current product and the theming tools we have to deliver a new out-of-the-box design with theming and layout options. The main focus will be on changing CSS with selected HTML changes where ROI can be proven. There will more flexibility in changing the virtual experience given its lower usage and customisation compared to Registration.
We’ll look to deliver on an iterative basis, providing value for clients as soon as we can. A common design language must be created to ensure we keep focus on our end goal of producing easy theme editing across interfaces and products. This will also allow us to continue consistent UI development after the project.
Our priority focus areas are:
- Virtual – this includes our Virtual lobby, the mobile features that are part of the virtual experience (NavBar and Module Panel) and the virtual session itself
- Registration – delivering an uplift across all areas with particular focus on key pages such as the agenda selection page
- Emails
Stakeholder workshops
We needed to move quickly, and I designed a remote workshop with key stakeholders from different parts of the business (support, sales, development, pro-serve) to capture as many customer insights as possible and help identify import challenges HMW (how might we…) and the target user base.
Double diamond and scamps.
I pivoted the team to use Figma and opened up the sketching and ideation to the wider team. Within 3 days and we narrowed down our concepts using feedback and iteration from the steering group.
Final designs with default templates
We provided templates, with default colours, images and content for planners to edit from.
What I learned
This was a very ambitious project. We managed to deliver a full end to end solution that was easy to understand and quick to complete. A novice planner now can easily configure a registration site, take payments, manage an email campaign, set up a virtual, hybrid or in-person event and brand the whole experience very quickly.
We had to design and build the component library as we progressed with the build and design. The process would have been much quicker if those were in place, but as we were redesigning the UI, this had to be built from the ground up. However, now we do have these in place, the speed at which we can experiment and iterate has increased.