UXpressed

Case Studies.

I Increased ROI
from Conference Participation by
70%!

Project Summary

I helped Company B achieve increased ROI from conference participation by 70% and improved alignment between the Design Team with Business Goals by 40%!

I did this by facilitating a strategic scoping and prioritization workshop aimed at establishing the Company’s core value proposition, audience alignment, and crafting narratives around AI integration within the existing product landscape.

Outcome Statement

The strategic and prioritization workshop revealed pivotal insights such as user research and sales opportunities, exploring AI integration concepts to solicit feedback and gauge market interest, and equipping Product team members with tailored forms to facilitate structured user feedback at the conference.

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Misalignment between Sales Team & Product Team

Company B’s Sales and Product Teams were participating in a conference where Customer Contact and CX leaders converge to explore cutting-edge advancements in AI and self-service technologies. In preparation of the conference, it became clear that there was misalignment between the teams regarding the conference’s desired outcomes.

The Product Team was seeking feedback on potential product features and data metrics’ relevance to different personas, while observing user interactions with mockups, while the
Sales Team was aiming for buy-in by presenting features as if already integrated into the application, seeking user feedback on various product display options.

Increased ROI from Conference Participation by 70%

My Role in the Project

I started out as the team’s Lead UX designer but I quickly became the Project Lead and assumed responsibility for the success of the project.

With very little time to waste, I collaborated closely with the Product Manager and UX Manager to get the problem solved. With just under 2 weeks to the conference, I spent my days making sure that every minute of the conference would be a success for the business.

Constraints, Processes & Activities

phase 1 icon

Phase 1.

Clarifying Objectives Through Research
phase 2 icon

Phase 2.

Strategic Workshop and Planning
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Phase 3.

Tailored Engagement Strategy

Phase 1.

Clarifying Objectives Through Research

I initiated the project with comprehensive UX research to grasp the purpose and expectations behind designing materials for the upcoming conference.

Through interviews with Product Owners and the Lead Project Manager, it became clear that there was a gap in understanding regarding the conference’s desired outcomes and the necessary marketing deliverables. To address this, I compiled a set of crucial questions.

Some of those questions included:

What were the business objectives and key takeaways intended for the conference?

How was the business going to define success?

What was the nature of the conference, and what types of engagements were anticipated?

Were there opportunities to validate app concepts with conference attendees?

Who comprised the target audience for our interactions?

Phase 2.

Strategic Workshop and Planning

I created a Strategic Scoping and Prioritization workshop aimed at extracting actionable insights from the conference objectives we identified. With these insights in hand, I developed detailed journey maps and personas to deepen our understanding of our audience dynamics.

Given the conference’s fast-paced nature, where meaningful interactions were limited, it was essential to meticulously define our goals to maximize outcomes effectively.

Phase 3.

Tailored Engagement Strategy

Recognizing the brief engagement windows at the conference, my team and I tailored our approach to ensure impactful interactions.

Our strategy bridged the gap between Sales and Product teams by presenting conceptual features for feedback while aligning with current product capabilities.

In addition, we designed a custom feedback form for the Product team to use while facilitating structured user sessions during the event.

The conference materials we delivered not only enhanced engagement effectiveness but also established a foundation for improved alignment and collaboration across teams in future projects, significantly boosting organizational efficiency.

By navigating these phases, we not only met immediate project goals but also laid the groundwork for sustained success in upcoming initiatives.

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