OVERVIEW:

I worked as the designer and creative lead on the CloudLIVE core team, driving brand and digital experiences. This case study documents the 2019 registration website process.

Hosted by CloudHealth by VMware, CloudLIVE is the leading multi-cloud conference gathering hundreds of leaders in the cloud industry to Boston for three full days of inspiring keynotes, hands-on technical labs, and engaging thought leadership sessions. CloudLIVE’s mission is to inspire innovation and transformation in your cloud environment to give you: a cloud like you’ve always imagined. With a lineup of speakers from companies including AWS, Microsoft, Capital One, Intuit, Acquia, Forrester, and The NFL, among others.

THE TEAM:

Event Managers
Content Writers
Web Manager
Demand Gen Marketers
Product Specialists

MY ROLE:

Creative Lead
Website Design
Conference app design
Experiential & Wayfinding

In building out the new registration site, we first took a step back and reviewed the old CloudHealth Connect site and identified opportunities to combine and eliminate pages to create a simpler and more complete experience for the user.

In removing some of the unnecessary pages that existed in the Connect site, CloudHealth can more effectively direct the user to the places we want to highlight. Creating a natural, purposeful flow is crucial as we begin to build credibility around the conference and ultimately drive registration.

We collaborated with the key stakeholders to ensure all goals and themes were being met. We went through extensive brainstorming activities and card sorts to narrow in on the top items, which shaped our IA.

CONTENT STRATEGY:

Working very closely with the event team and key stakeholders, we decided to approach the redesign of the site with dynamic modules with a scalable system, so content modules can be repurposed to create a dynamic and crisp experience for the user. Using key content categories defined from site mapping, we tested page structures to develop a single system to work across all pages. This approach allowed us to identify common and unique content modules and eliminate redundancies and content that could be retired.

Throughout the exercise, we narrowed down our experience goals:

• Showcase everything the conference will include

• Simplify site structure to lead the user’s focus

• Empower and excite the user to register

COMPETITIVE RESEARCH:

We explored inspirational sites such as Domopalooza, Adobe MAX, Datadog DASH, AWS re:Invent, to see how other successful and competitor sites are showcasing their summits and communicating to their attendees.