Problem

The current experience relied on users finding and booking an event venue first, but evidence showed that they complete a number of steps before even thinking about a venue. We wanted to shift to an event-centric experience that offered end-to-end event planning features in a non-linear flow.

The experience was disjointed, with the venue booking and other event management features housed in different areas of the app. This presented a confusing workflow that didn’t offer the user a holistic view and control over their event.

We also identified that most of the users were not event experts – they’re people working in HR, Sales, Marketing, and other departments, and they’re tasked with managing events as part of their wider role. They needed expert guidance on creating the best events possible.

Goals

Our goal was to make planning meetings and events simple, quick and fun through a high-quality experience. We aimed to make designing events, booking venues, and inviting guests feel thrilling and fun. The experience should give the user a lot of power, but also feel really easy to use. We wanted to put control over every detail into the hands of the user, and less on Bizly. We wanted our users to feel like event experts.

  • Present a cohesive experience in which every aspect of an event in visible in a single dashboard view
  • Provide expert guidance on designing successful events
  • Design an experience that is a joy to use, with magic moments
  • Increase User Growth
  • Remove blockers around compliance and focus instead on providing all the relevant information

Personas

Kesia King
Director of Meetings & Events, PharmaSupply

Kesia heads the meetings and events department for PharmaSupply, a large medical supplies company, leading a nationwide team of 85 corporate meeting planners. She needs to manage costs, develop and enforce corporate policies, and ensure the company’s meetings are compliant with federal and organizational guidelines.

Goals

  • Provide self-service software to employees, in turn reducing the burden on her direct team
  • Find a cost-effective solution for small events
  • Increase compliance with federal guidelines and company  policies
  • Drive cost savings by ensuring preferred venues are used
  • Track spending and event metrics across the business

Frustrations

  • Has little spare time and wants the right information delivered, rather than having to seek it out
  • Has difficulty keeping everyone up to date on program/policy changes
  • Deals with complaints from people on her team who are averse to change/new technology

Uses Bizly to:

  • Disseminate procedures and policies throughout the company by activating compliance settings and loading documentation
  • Drive usage of venues with pre-negotiated rates and contracts by loading the company’s preferred venue lists
  • Get a high-level view of meeting/event spend by viewing her company’s  analytics

Lian Huang
Key Account Manager, The Haüs

Lian is a Key Account Manager for a high-end coworking space, managing a portfolio of accounts in Seattle and Portland. She wants the best bang for her buck, and so she wants to know which events are working for her and which she can improve on.

Goals

  • Find expert knowledge on how to create great client events
  • Find interesting venues to impress her clients
  • Keep track of her client’s dietary needs
  • Maintain a comprehensive to-do list
  • Evaluate her events and find out what is driving results

Frustrations

  • Has to manage everything herself, and keep on top of many tasks
  • Isn’t an event planner, so doesn’t always know what to look out for and lacks confidence
  • Doesn’t know how or if her events are impacting her customer satisfaction and retention
  • Filling out confusing contracts

Uses Bizly to:

  • Browse event templates and get ideas for impactful events
  • Search for unique venues and interesting restaurants
  • Capture her guest’s dietary needs
  • Dig into the analytics on her events to find out what works, and what she can improve on

Key Metrics

  • Active users (logged in, created an event and changed one parameter)
  • Events created
  • Event activity (changed one parameter)
  • Events completed (an event with bookings and/or invites that has passed)
  • Events closed out (user-initiated)
  • Template usage
  • Invites sent
  • Use of suggested venues (bookings)
  • Inquiry conversion (inquiries vs bookings)
  • Attendee survey results

Challenges

Our main challenge was how do we design an experience for two different personas that offers value and solves problems for both, even when they often conflict.

Hypothesis

By providing the users with a template-based experience it will give them the confidence and knowledge to create successful event experiences for their guests.

Ideation

View early click-through prototype.







Design

Goals

  • Design an end-to-end experience for designing and managing a successful event
  • Create a high-quality experience that is both powerful and easy to use
  • Give the users a simple dashboard view into their event
  • Provide expert guidance at the point the user needs it most
  • Make the experience feel special with magic moments