Euromoney Events Framework

Evolving and standardising the user experience and design for events websites across Euromoney Institutional Investor PLC portfolio that spans 15+ businesses with over 100+ events.

intro-euromoneyevents-v2

Role

Lead UX UI Designer

Time

Aug 2017 - Aug 2019

Platform

Website

Tasks

User Interviews
Competitor and Comparator Analysis
Behavioural Analysis
User Personas
User Journey Mapping
Task Flows
Wireframing
Content Strategy
Styleguides
User Interface Design
Interaction Design
Usability Testing

Project Overview

Events are an essential part of any industry. They provide a platform to share, callobrate, innovate, reflect, gain insights and network with each other. For B2B businesses events are a great way to gain exposure, schedule meetings, generate leads, and get access to the latest developments within the industry.

Businesses within Euromoney host a wide portfolio of events for specialised in banking and finance, specialist information, commodites and telcommunications industries. 

I helped develop a framework for the events, to be able to sustain and enhance the user experience accross a multitude of websites.

Discovering the world of B2B events

When the initial set of projects kicked off I spoke with stakeholders involved within each projects to try and understand the customer journey and values of their B2B events. The more businesses I spoke with, the more shared values and patterns emerged from the discussions. Here is a brief summary of my findings:

Events are dynamic and chaotic

Organising an event is a chaotic process that takes place over several months to a year. The content is dynamic and it's velocity of change increases closer to the event.

Value proposition

Attendees get exposure to the industry with have an opportunity to network with industry leaders and gain access to the latest insights and developments. 

The customer experience

Customers experience a variety of touchpoints from the intial stages of researching event, to purchasing a ticket, attending the event, all the way through to the post-event phase. As it gets closer to the event the amount of interaction with multiple mediums increases. Event days are when customers are likely to access websites, emails and networking apps to keep updated with the event. 

event-customer-journey-v1

Identifying the users and persona development

An accumulation of insights from stakeholders, user interviews with delegates, surveys, statistics from Google Analytics and Salesforce helped me identify and learn about the type of users and their behaviours.

Meeting the delegates in person provided the opportunity learn more about:

  • Goals and motivations when they visited the websites
  • What content they found valuable
  • How they interacted with the websites
  • Pain points experienced
  • Other competitors and their experiences in dealing with them
  • Any other miscellanous feedback they had to share

Information from the various sources shaped the user personas. 

Decision Makers

personas-decisionmaker

"I'm here for potential deals and keep updated with the latest industry developments"

Name: Raul Cerezo
Age: 54
Job title: CEO
Location: Madrid, Spain

Motivations

  • New business opportunities
  • Participating in the specialised community
  • Maintaing the relationship with existing connections alongside with forming new ones

Goals

  • Networking with other "Decision Makers"
  • Gain insights into industry developments
  • Attend meetings set up prior to the event

Needs

  • View event content i.e. agenda, speakers
  • Network with other industry professionals
  • Access to talks and presentations on the latest industry developments


Pain Points

  • Value proposition and pricing is unclear or not easily accessible
  • Agenda has not been updated or is incorrect
  • Difficulty in finding the venue details
  • Difficultly accessing presentations post-event 

Sponsors and Exhibitors

personas-sponsor

"I want to be a part of the conversations"


Name: David Abram
Age: 40
Job title: Marketing Director
Location: London, England

Motivations

  • New business opportunities
  • Share product or service with the industry
  • Being seen as a part of the industry

Goals

  • Market the product or service
  • Spread brand awareness
  • Gain leads from the event

Needs

  • View event content i.e. agenda, speakers
  • Real estate for marketing their business
  • Network with other attendees

Pain Points

  • Difficult to access content related to sponsor oppportunities and exhibitioning at an event
  • Not enough space for sponsorship on the website 
  • Hard to find support specific to sponsorship and exhibition enquiries

Bookers

personas-booker

"I book the tickets and provide the relevant information for my senior colleages"

Name: Alice Wilson
Age: 28
Job title: PA to Director
Location: New York, United States

Motivations

  • Organise logistics for the event
  • Book tickets for self and colleagues
  • Plan the journey to the and from the conference

Goals

  • Book single or multiple tickets
  • Plan agenda for colleagues
  • Make payment online or request an invoice

Needs

  • View event content i.e. agenda, speakers
  • Plan agenda for colleagues
  • Make payment online or request an invoice

Pain Points

  • Ticket pricing is confusing 
  • Unclear on option to pay via invoice is available

"The website is too busy"

"There is too much content and I don't know where to focus"

"As a top level sponsor I'd love more real estate on the website to
promote our brand"

"It was difficult to find the venue details when making my way here,
I'm visiting from abroad and do not know the area well."

"The website breaks on mobile"

Evaluating the legacy websites

As part of research, we evaluated the legacy websites for usability and aesthics. Recurring issues were noticed as we analysed the various event websites:

© 2019 Salim Rupawala. All rights reserved.