NetBase Live is a mobile friendly microsite that provides information to prospects and current customers an opportunity to know what NetBase products offers in terms of social media insights. From a company's viewpoint, it is a chance to bond with the customers, provide product training and generate credible leads.

Deliverables
Concept creation and responsive Microsite

Skills and Responsibility
UX & UI Design, Brand Identity, User testing

Tools and Software
Sketch, Invision, Adobe CC & SumoApp

the challenge

It is all about the numbers!

The company decided to hold its very first user conference in the beginning of the year 2016 as a tool to market itself and generate good leads. The fate of this conference depended on its performance.
The challenge was to not just be able to create an impact in a very competitive market but also to gain very high registration rates that can help marketing to achieve its quarterly targets.

User Research

The Ingredient for a Successful Conference

After customer interviews it became apparent that the company's customers really loved the product. Many had interesting stories about how NetBase helped them improve campaign performances, avoid brand crisis and provided insightful customer information.

We wanted to use this 'customer love' as a central theme for our conference using big brand and agencies to spread a good word to our prospective customers. Along with this, another insight came from the existing customers that they needed training sessions for the product. So that was added as a part of the agenda.

COMPETITIVE ANALYSIS

SWOT Analysis

There were several things that became apparent while assessing the competitors:

All the sites have very decent organization of content under 4 big categories including - speakers, tickets, venue and agenda. Some had the information on a single page and others had a multi tier structure.
However, in each of these micro-sites there was substantial information about the conference but they lacked a clear call to action for registering with few exception.
It was clear that these conferences were targeting executive level employees. However, based on our data the users of social insights applications are millennials. So there was a clear opportunity for us to target this conference for audience in mind with a more exciting look and feel.
Lastly, in terms of threat it was important not to come across as yet another conference in the same feel. This conference needed a bold and exciting makeover.

USER FLOW AND SITE MAP

IA and Flow from a User's Perspective

Organization of conferences is a huge task that requires information input for a lot of people- content writers, event organizers and approval for venues booked for conference etc. Often, websites are build in parallel while all of other this is taking place. This effectively means that a lot of content would be missing from the website initially. For instance speaker's abstracts, images and the ever evolving agenda. This is a very crucial limitation to having multi-page website. Some pages might not have any information to display. At the same time website needs to be published to start promoting the event in advance. Hence, to work around this challenge a single page albeit multi tier structure was adopted.

WIREFRAMES

MOBILE-FIRST APPROACH TO RESPONSIVE DESIGN

Millennials are hooked to their mobiles. Hence quick and easy access to the website is essential for higher conversion rates. While the focus was on the screen size constraints, I also paid special attention to user's action and touchpoints. Every module was designed from a mobile-first perspective, and the interaction based on it.

iteration

Evolving Microsite

I made numerous variations of the microsite to get it to work just right. The variation where based off user testings, heat maps and video recordings of actual customers and prospects accessing the website. Along with these front end change - several coding changes related to meta tagging, SEO optimization and tracking were made to better understand user behavior.

See the Live Responsive Version

ROI

Results

The conference was a huge success. The very first conference, had dozens of registrants from brands like VISA, YUM!, Coca-Cola and Arby’s, and agencies including Edelman, Fleishman Hillard and Ogilvy, as well as industry analysts and social analytics gurus. In the 2017, NetBase Live conferences had over 400 attendees. From a sales perspective, this conference generated high quality leads and has become a permanent part of Marketing prospective generating agenda.

NETBASE LIVE CONFERENCES