Overview
IQPC goes beyond the traditional event experience to deliver enhanced learning and networking opportunities. The company offers blended digital learning through our extensive library of white papers, infographics, videos, case studies, tailored research and data products to keep our customers ahead of industry. IQPC’s online communities extend networking beyond events to a broader community of over 1 million members. Their unique combination of real world events and digital content provides unrivaled learning and networking.
Project Requirements
Build a system that allows for all event product selections to occur at checkout, prior to providing credit card details, and via the website without help from a Customer Service or Sales Representatives, if that is the method preferred by the prospective delegate. The system should eliminate the requirement to make selections after purchase, which has proven to be difficult for delegates and a major logistical challenge for the event.
Additionally, this system should eliminate PDF registration forms, forcing all Delegate Acquisition Sales Representatives to use the website for the registration process.
The system should also be an online tool for all paying delegates to access their product selections post-purchase, so that they can make adjustments to those selections at their discretion, pending availability. This tool will be particularly important for early registrations that register prior to agenda release (approx. 300 registrations).
Finally, the system should streamline the program to create unique experiences for each day of the conference that are associated with a specific experience identified by letter. This means that, at time of checkout, depending on the pass purchased (2, 3, 4 or 5 day pass), a prospective delegate will be required to choose the letter of the experience they want. Only letters that are available will be able to be chosen. Sold-out experiences/letters will not be available. Each letter must also be descriptive e.g. “Site Tour Experience B – Zappos, Electronic Arts, LV Valley Water” to ensure the prospective delegate does not need to leave the checkout screen.
Users / Audience
• Delegates
• Booking/Purchasing Agents
• Conference Marketing Managers
• Internal Customer Service Representatives
Roles and Responsibilities
As the Lead UI/UX Designer, my role was to work with the Product Owner, Project Manager and Software Developers to gather and understand the project requirements, objectives, goals and expectations. Based on my research and understanding of user goals and challenges, using an iterative process, I was then required to create wireframes, interactive prototypes and eventually final, finished and approved mockups, ready for the development team to work with.
The event brochure above illustrates the process that had to be converted into an online application. Packages varied by conference.
Sample documentation of the project scope.
UI/UX Design Process / Workflow
Research
I interviewed key stakeholders including Marketing Managers responsible for setting up event packages in the CRM and through the Admin Package Builder, and internal Customer Service Representatives responsible for confirming package selection and collecting payment information. These interviews enabled me to develop a complete understanding of the process that user delegates go through when selecting packages.
Based on CRM reports, I then constructed the current user-journey, documented pain points, and identified at what stage in the journey users dropped out / abandoned registration and why.
Below: Registration UI for users to select packages.
Brainstorm & Prototyping
The primary goal was to simplify the user interface and simplify the overwhelming amount of information being presented to the user.
The primary goal was to simplify the user interface and simplify the overwhelming amount of information being presented to the user.
I created rough wireframes using paper sketches like the one below and then created an interactive prototype using Adobe XD, the end result of which was a proof of concept for all key stakeholders to approve before moving on to design and development.
Development
Once I handed off the finished prototype to the Development Team, I worked with them to address any UI/UX design/development concerns.
Once I handed off the finished prototype to the Development Team, I worked with them to address any UI/UX design/development concerns.
Final Result
Working closely with Customer Service Representatives, an intuitive UI tab system was designed. The tab defaulted to the end-user/delegate, who is the main customer. The tab system also ensured that vendors/sponsors could register without having to scroll down the page.
The application was also designed to add multiple delegates with customized itineraries during a single registration process – a requirement that was requested by Booking Agents to simplify invoice processing.
The application then underwent rigorous QA, user testing and several design iterations, and was finally tested by representatives of all key stakeholder groups before being pushed out live.
The final result, based on CRM reports, was a significant reduction in registration dropout.
Working closely with Customer Service Representatives, an intuitive UI tab system was designed. The tab defaulted to the end-user/delegate, who is the main customer. The tab system also ensured that vendors/sponsors could register without having to scroll down the page.
The application was also designed to add multiple delegates with customized itineraries during a single registration process – a requirement that was requested by Booking Agents to simplify invoice processing.
The application then underwent rigorous QA, user testing and several design iterations, and was finally tested by representatives of all key stakeholder groups before being pushed out live.
The final result, based on CRM reports, was a significant reduction in registration dropout.
Final product with the End-User as the default tab.
Package selection based on the event brochure.
Option to update packages. This option is also available on the user’s profile admin console.
