Cisco Bottlerock
Lead UX Designer
1: Brief
The purpose of this project was to bring senior technology leaders together for an incredible weekend of music, food, networking, and to learn how Cisco keeps festival goers connected. This will create a unique, exclusive experience focused on sales enablement, relationship development, and showcasing technology.
2: Objectives
The goal for this project was to make the user experience inviting and simple for Cisco’s exclusive clients to signup to join the Live Nation Bottlerock festival while following Cisco and Live Nation style guides. The deliverables included a range of assets starting with email invitations and including registration, know before you go email, landing page, and post event survey. Because there was a registration and survey, we decided to focus on desktop first.
This project is considered a success if 75% or more of invitees are converted to attendees.
3: Challenge
The challenge was how to entice the invitees to attend the event, collect the needed information for registration, and provide all the information both important and fun to make sure they have a good time and learn how incredible Cisco’s technology solutions are. In addition, the designs needed approval by both Cisco and Live Nation.
4: Brainstorm
After the vis id was approved by both Cisco and Live Nation, I explored some potential directions for the EDM invitation. I brought them to the team and we discussed the direction and narrowed down on a color theme and design elements that we believed would be the most appealing to senior technology leaders. In addition, we explored ways to organize the flow of the content to find a simple solution.
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Once the team was happy with the invite direction, I used the design to guide the build out of the remaining deliverables.
5: Solution
Through the use of color, type hierarchy and iconography, the
C-suite execs are invited in by the simple clean design and soft colors, and they stick around when they read how the event includes world class culinary and music experiences. As a tech leader, you travel to many events through the year, and by utilizing a consistent design language through all communications, registration, and landing page, we keep them comfortable knowing they are going to be attending an amazing event.
6: Testing
Our team of developers built the emails, registration, and landing pages as we progressed through the phases of the project. During this process we learned how some email clients have difficulty displaying multiple column layouts. As a result, I worked with the developers to design and test a new single column version that was more email client friendly.
7: Conclusion
After the event was completed and the surveys filled out, this Cisco event was deemed a success because 85% of the invited tech leaders registered and attended. One key lesson learned through this project was the importance of testing early, so alternative designs or fixes can be implemented before launch. We were able to redesign and update emails, but this happened after the initial launch.