UX Process
Case Study
AT&T SHAPE
The AT&T SHAPE event site was designed to attract Creators, Developers and entertainment enthusiasts to a one-of-a-kind annual event, featuring a myriad of activities such as speaker sessions, exhibits, create-a-thon, hackathon, film awards, networking and tours at the iconic backlot of Warner Bros. Studios in Burbank, CA. On the days of the event, the site transforms into a personalized guide complete with maps and itinerary. After the event, the site transforms once again to a repository of Creator content in the form of blogs and event session videos.
Categories
Information Architecture
UX Journeys
UX Wires
UX Design
Branding
UX Process
With an event site, users need to find information quickly and register with ease. Through a series of UX exercises, the path to these objectives become clear.
For an event where thousands attend, there are several factors to consider for a successful holistic experience: discovery, registration, arrival, onsite, departure and post-event. Each phase of the experience needs to be meticulously investigated and simplified to create a consistent and well-balanced experience. Although not exhaustive of all the components deployed in usability, the following key UX components were critical in the success of SHAPE 2018.
Information Architecture
With over 10 unique activities at the event, a consistent navigational framework needed to be identified both for online and onsite. Both competitive analysis and usability testing were used as part of the process.
User Journeys
For each activity, a user journey was created so that each step of the experience was articulated in depth. Journey maps helped identify both risks and gaps in the experience so that swim lane owners could address key issues.
Wireframing
Wireframes provided designers with a blueprint for how to design pages, answering important questions about navigation, content layout and site flow.
UX Design
With IA, Journey Maps and Wireframes complete, UX Design had everything needed to produce branding elements that could be used across the entire online and site experience.
Ux Journey maps & wires
Ux designs
Product Features
As an evolution to the SHAPE event site, I proposed a better user experience by including all event functionality within one app vs. vendor app components band-aided together. This would allow a more integrated experience for the user while providing an event app baseline that requires less product management oversight and future reoccurring vendor costs.
Membership Registration
Notifications
Speaker / Activity Feedback
Scavenger Hunt
Speaker Session Favorites
News Portal
Retrospective
A key measure of success is the satisfaction from attendees. With over 500,000 page views from mid-April launch to the end of the event on June 3rd, we had over a 191% increase from last year’s site activity. Modest decreases in bounce rates as well as an overall 3% increase in conversion also indicated healthy site activity due in part to the UX recommendations deployed in 2018.
Whether a user is discovering our site for the first time, returning for directions to the event, playing scavenger hunt online, finding the speakers stage using our interactive map, receiving SMS notifications for a party that is about to begin, voting online for her favorite film, we provided ONE seemless experience for all of those activities, using consistent language and navigation both through online discovery and registration to onsite directional signage and post-event content and promotions.
