How ServiceNow
Doubled Traffic

The Work

ServiceNow needed a best-in-class digital customer experience around its trade show, “Knowledge15.” The goal was to increase remote participation via a companion digital experience, and also to increase year-round engagement with trade show content.

  • Strategy
  • UX
  • Visual Design
  • Copywriting
  • Development (Adobe AEM)
  • Digital Communities (Jive)
  • Adobe Analytics
  • Ongoing consulting

The Impact

  • 230% increase in site visits
  • 153% increase in downloads
  • 330% increase in live streaming views

The Details

The Hero Digital team 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 ServiceNow marketing and event staff could execute the whole omni-channel program could be executed independently.

With a plan and user journey maps in place, we redesigned 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.