We began by mapping the customer journey across multiple channels: web, mobile, community, and physical. We also analyzed the customer journey across the multiple seasons: pre-show, during-show, post-show and “365.” The goal was to create a design system that would work across these seasons without the need for design and engineering updates, so that the whole multi-channel program could be executed independently by ServiceNow marketing and event staff. We began by redesigning the community platform to be the central nervous system of the event – capturing both referred and direct traffic and then guiding them deeper for actions such as registrations and viewing keynote presentations.
The community experience was updated throughout the seasons leading up to the show so that it could first drive registration, then support remote participation for virtual attendees, and finally serve as a repository for rich content created during the show itself. The experience was built on Jive Software with integrations to Adobe Experience Manager, Ooyala, Lanyon, Adobe Analytics, and more.