Goal
The primary goal of the 2019 product update focused on upgrading the landing page to provide. There was a high bounce rate from the landing page before users even reach the intended call-to-action. Why and how could it be improved?
The goals for the landing page itself:
- Increase traffic and click-through rate
- Decrease bounce rates
- Increase SEO readability score
Of course, the ultimate goal was to host a great event and a sold-out audience. In order for that to happen, we needed pitch decks that would land us sponsors and we needed to support the speakers to ensure the event was branded in a consistent way.
The goals for the landing page itself:
- Increase traffic and click-through rate
- Decrease bounce rates
- Increase SEO readability score
Of course, the ultimate goal was to host a great event and a sold-out audience. In order for that to happen, we needed pitch decks that would land us sponsors and we needed to support the speakers to ensure the event was branded in a consistent way.
Comparison of the landing page before and after the redesign
My Role
I worked very closely with product managers, other designers, and developers to address the items mentioned in the section above. Since this was a volunteer opportunity, many of the team members worked with limited personal time. It turned out that my best ability during this whole collaboration was my availability, I got to work through multiple design integrations throughout the event along with the other designers:
- Collaborated in landing site redesign. Participated in brainstorm and ideation sessions to restructure the site.
- Executed design plans across other pages on the site.
- Worked with developers to implement the changes and audited the site for quality assurance.
- Designed a template for social media assets and execute designs for all speakers.
- Worked on merchandise assets in a timely manner.
- Unified speaker decks for consistent TEDx branding.
Multiple timelines were moving simultaneously, the designers had to split work between each other and constantly cover for each other in case of any urgent needs.
- Collaborated in landing site redesign. Participated in brainstorm and ideation sessions to restructure the site.
- Executed design plans across other pages on the site.
- Worked with developers to implement the changes and audited the site for quality assurance.
- Designed a template for social media assets and execute designs for all speakers.
- Worked on merchandise assets in a timely manner.
- Unified speaker decks for consistent TEDx branding.
Multiple timelines were moving simultaneously, the designers had to split work between each other and constantly cover for each other in case of any urgent needs.
A list of user types based on previous events
A simple user flow to show what may users be looking for that were missing from the site
Actions
Research to Improve the Landing Page
Studies were done to evaluate other TEDx sites from other teams in an effort to identify ways of improvement.
Target user profiles were built from ticket sales of previous events. This helped us define a direction of what users may be looking for, and structure the site's information architecture in a proper hierarchy.
Studies were done to evaluate other TEDx sites from other teams in an effort to identify ways of improvement.
Target user profiles were built from ticket sales of previous events. This helped us define a direction of what users may be looking for, and structure the site's information architecture in a proper hierarchy.
Designs by other TEDx teams
Landing Iterations
After discussing with stakeholders, our assumption was that the previous design simply was missing impactful content. The main sections did not feature any of the upcoming speakers, resulting in a lack of interest and poor conversion. In the redesign, featured speakers were shown as the first sections on the site for immediate exposure. Key highlights were added for featured subjects. Individual description pages were added to improve SEO results.
I also reserved the highly saturated brand color for the primary CTA only. Sessions from previous events were also added to the landing page for quick access. Layouts were iterated to fit the critical information within a smaller screen size.
After discussing with stakeholders, our assumption was that the previous design simply was missing impactful content. The main sections did not feature any of the upcoming speakers, resulting in a lack of interest and poor conversion. In the redesign, featured speakers were shown as the first sections on the site for immediate exposure. Key highlights were added for featured subjects. Individual description pages were added to improve SEO results.
I also reserved the highly saturated brand color for the primary CTA only. Sessions from previous events were also added to the landing page for quick access. Layouts were iterated to fit the critical information within a smaller screen size.
Landing page iterations
Different hero images were created for AB testing, featuring different compositions and speakers to appeal to the target audience.
Base components used in the redesign
Implementation auditing at different screen aspect ratios
Content Enhancement
Furthermore, as the event drew near the team collected feedback from users and partners to build more content pages to guide users on the actual event day. These pages introduced more opportunities to highlight partners and sponsor content.
Furthermore, as the event drew near the team collected feedback from users and partners to build more content pages to guide users on the actual event day. These pages introduced more opportunities to highlight partners and sponsor content.
Iterations of the new agenda page for the event day
The revised sponsors page
Pitch deck for sponsors
Social media assets
Event merchandise
Result
Traffic increased by 50%. Bounced rate was lowered to 30%. New partners were secured. Tickets were sold-out.
The event was a success!
The event was a success!
