Designing Pause 2017 Experience
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Transcript of Designing Pause 2017 Experience
THE APPROACH
Discovery Design
PROCESS
Discovery
1. User Research - 2015 surveys data
2. Competitive Analysis
3. Ticket Sales Analysis
4. Google Analytics
5. Usability Testing
6. Competitor Event Observations
7. 2016 Pause Fest Observations
Design
1. Customer Journey Map
2. Personas
3. Ideation
4. Vision
5. Planning
USER RESEARCH
Yes 53%Maybe 24%
No 23%
Yes 49%Somewhat 34%Not really 17%
WHAT THE AUDIENCE THOUGHT“ It's gone straight past the next level to absolutely world class.”
Overall satisfaction of the 2015 Will you attend in 2016
Individual 53%
With a colleague 26%
With a friend 21%
WHY ATTEND & WHO WITH
Education & Inspiration 34%
Pure Curiosity 29%
Community & Network 23%
Industry Requirements 8%
73% of the audience had
difficulty navigating through the festival
NAVIGATION
“I loved the presentations, but I missed out on a few things because I couldn't find them.”
“Could not search for speakers on the app, nor find a map. Ended up using the print out a lot more!”
77% of the audience were in attendance for 7
hours +
AUDIENCE EXPERIENCE
“My body suffered great amounts of pain from no movement and very hard seating.”
91% of respondents were aware there were free events
FREE EVENTS
25% of respondents actually attended the FREE events
Free Meet Ups 72% rated them ‘Loved It’ (based on 19 responses)
78% of respondents stated that they discovered something new
CONTENT
“The program indicated the speaker & the topic, but provided not detail about what the speaker was actually going to talk about.”
When asked to scale the quality of content 44% of respondents gave a rating of 8 +
EVENT TECHNOLOGY
84% of respondents engaged with social media
at the event.
Twitter & Facebook made up 59% of overall
engagement.
“Panels were cancelled or moved around without any
warning or communication on the app, twitter, anywhere.”
83% of the respondents downloaded the app. 61%
said It was ok
COMPETITIVE ANALYSIS
COMPETITORS
Value
Price
8 days 14 days 17 days 2 day
A day each devoted to: • Creative• Tech • BusinessAdditionally networking, conference, masterclass, installations, film, talks, meet ups & live events expo's
3 overlapping main sections: • Interactive (4 days) • Film (6 days)• Music (5 days)Additionally Exhibitions, workshops, meet-ups, sessions, live events & talks
3 main sections across various venues:• Light• Music• Ideas
Design for Business, Research Conference:• Conference• Breakfast• Forums
early bird single $366.39early bird bundle (2 days) $444.66early bird professional(3 days) $673.93early bird (3 days) LTD $1082
SXSW edu $553.74Film $875.82Music $1051Interactive $1535,06Gold $1814.73 (F&I)Platinum $2207.11 (all3)
From $35 Student from $17 to $395 Professional from $290 to $565VIP from $1,000
Duration
Value
Price
Duration 1 day 3 days 4 days 2 dayA day of speakers and panelists
4 areas: • Creativity • Technology • Business • Congress Exhibitions, live performance and networking
• Keynote Presentations • Paper Presentations • Panels • Conference Experience • Social Event • Workshop • Symposium • Doctoral Consortium • Awards
• Design & Creativity • In-House Management • Vision & Leadership • Branding & Packaging • Creative Entrepreneur • Interactive Design
Early bird $165 Student $100 Standard $250 Group discount ( 3 +) $220
SonarPass $250.78-$319.14* Delegate $341.86* VIP $238.63-$531.90*
Student/concession $140 1 day member $250 1 day non member $350
1 day $945.37- $1254.30* 2 day /$1890.75-$2508.60* Big Ticket $2513.54- 2935.68*
TICKET SALES ANALYSIS
Of the 8 tickets available 64.3% of sales generated
from 3 tickets
PAID TICKET OPTIONS
Late - Full Festival Pass
Regular - Full Festival Pass
Saturday
Early Bird - Full Festival Pass, Student - Full Festival Pass, VIP Platinum Pass, VFX JAM, Sunday
69.6% who specified ‘Other’
heard about Pause via word
of mouth
36.3% via Social Media
73% of this is from Facebook
ADVERTISING
How did you hear about Pause?
There were 43 industries identified
INDUSTRY
Startups
Production
Education
Communications
Design
Animation
Arts
Digital
Marketing
GOOGLE ANALYTICS
37.2% of new user traffic was from
Melbourne & 13.4% Sydney
Australia drove 56.9% of traffic with new users
TRAFFIC LOCATION
Majority of the site traffic is driven from Australia with an 80% non-bounce rate of new users. Melbourne & Sydney contribute to 50% of
the new user traffic.
Data reviewed Nov 17th - Dec 17th 2015
TRAFFIC TYPEDirect (36.9%)
to the site however conversion to 1st interaction is low.
Data reviewed Nov 17th - Dec 17th 2015
1ST INTERACTIONOf the traffic moving past the home page 29.7% wanted to
see the schedule, 21.7% speakers and 14.6% tickets.
Data reviewed Nov 17th - Dec 17th 2015
USABILITY TESTING
Task Two
“A little bit confusing”
“There’s a lot of information”
“I’d like to see a traditional schedule”
Task One
“Very clear purchase tickets”
“Interesting that ticket buttons take you to separate places”
“Easy to buy tickets but missing the extra screen, don’t know what the different tiers mean”
USABILITY TESTINGTo identify the usability of the current website 2 male users age 28-42 were asked to complete 2 tasks.
Task one = Purchase a ticket. Task two = Plan your day arriving at 10am and leaving at 4pm.
EVENTS1. Elizabeth Churchill, Keynote Speaker
OzCHI20152. Andy Warhol | Ai Weiwei3. The Future of Festivals4. TEDMED Live Melbourne5. Convergence Science Network:
ELIXIR6. GE Industrial Hackathon - Melbourne7. XX-UX-Melbourne8. Transforming Southbank Boulevard
Community Workshop9. Innovation Week 201510. festival21Data reviewed Oct 29th to Dec 12th 2015
PAUSEFEST 2016
OBSERVATIONS
Session times# People in the audience# QuestionsSpeaker performanceGeneral observationsMood indicator
"It seems so hard to get my company to pay for the tickets, they don't seem to understand the value.” - Audience
"I was apprehensive about being put so far away from the Pause entrance but it has worked out well because I
have had lots of walk in traffic.” - Exhibitor
"I'm getting a lot of questions about how to register, when to register &
access to events.” - Staff
CONTEXTUAL ENQUIRY
INSIGHTS
1. Attendance gradually declined through out the day
2. Each session overtime impacted the next session
3. Each sessions had audience questions4. Audience were working on multiple devices
while listening5. It difficult to networking between sessions 6. Days were very long without breaks7. Comfort is a high priority and ability to move
throughout the event
8. Most people engaged with technology at the event eg Twitter etc
9. The website user flows identified schedule & speakers as the key
content consumed10. Navigation at the event & online was
difficult
11. Social Media, Word of Mouth and the
Website were effective advertising
platforms for Pause Fest
12. Conference ticket prices are higher
in US and lower in Europe/ AUS
2017Design
2017Design
JOURNEY MAP
ATTEND
THE JOURNEY
SHARE
PURCHASE
EXPLORE
Want to connect to the digital community
Career Development
Looking for Education & InspirationEXPLORE
Found out via WOM, Friends, Colleagues
Interested in New Technology
PURCHASE
Located within Australia
Companies are purchasing
multiple tickets
Ticket sales came from 3 options
People knew of the free events
with few attending
Creative Day is consistently more
popularPeople attended for more than 7
hours
Audience didn’t found it easy to
navigate the event
ATTEND
Attended out of curiosity
People were engaging with the
technology to share insights and ask
questions
The audience were sharing there
experience via social media and word of
mouth
Most people had fun
SHAREMost people
stated they learnt something new
PERSONAS
HUNGRY FOR MOREFound out about Pause when it came up in social feeds from senior designers
Is daunted by some of the big picture tech but thinks it’s cool
Wants ‘on tools’ information that can be used now
Can relate when practical examples are shown
Wants to go to the event parties but is nervous about socialising
“Show me practical tips I can use now, and aspirational ideas to save for later”
INDUSTRY EXPERTDecided to go along after some of the seniors colleagues recommended it
Wants value from the ticket costs, will be annoyed if it’s all show and no substance
Has high standards because they’ve been to SXSW and speaks at conferences
Keen to network with emerging talent and see what makes them tick
Likely to be receptive if directly approached to be a VIP or to be more involved
“Prove to me that it’s worth the investment, validate my existing knowledge and surprise me”
INSPIRED OUTSIDER
“I’m looking for new ideas and I want to be part of an energetic environment”
Keen to learn from people in similar industries and how they can change from within
Had to remind their manager to approve the ticket, the manager was only convinced seeing recognisable companies on the website
Felt confident approaching people and introducing themselves as an outsider
Wants to be inspired and re- energised to keep going with their day-to-day work challenges
IDEATION
ThemesContentExperiences
MVP
VISION
What is Pause all about?
What is the point of difference for Pause?
How would you like people to talk about Pause?
What do you want them to experience?
How do you want them to feel before, during and after the event?
Pause this moment in time, Reflect and Connect
PLANNING
CONFERENCECreative Tech Business
The Now - Cube
The Near - Bar Grill
The Future - Deakin Edge
Experiential LearningModerators
Question TechPause Ambassadors
ScheduleCo-Working SpacesCharging Stations
Startup Expo Daily RefreshBrand Activations - Dropbox
Chill and Play Zone
What was different?
2017Results
Venue“It was a shame we didn't get to see some of the speakers, as there wasn't enough room in the venue”
The seating was *very uncomfortable* in all rooms; the smaller rooms were not suitable for a conference of this calibre.
Networking“I loved the closing party, because everyone's guard was down, they were totally relaxed, the best conversations happened as we realised we would never be in the room with this exact mix of eccentric, dream chasers ever again.”
2016
2017
New Experiences
Expectations“I had only attended the Business day - but loved the amount of women that were speaking. A fantastic panel and discussion ran by some kick-ass chicks.”
“Lego serious play! and the idea deathmatch will be utitlise here!”
2016
2017
“To the women on the "Women in Tech" panel - thank-you - the message you gave was very powerful. To all Pause organisers, an incredible event to be apart of, the knowledge gained is something money cannot buy.”
“Please tell Alysha Naples that she was a treat to listen to. Loved her presso and how she communicated her content and thoughts.”
Overall Rating
Yes 49%Somewhat 34%Not really 17%
Overall satisfaction of the 2015
2016
2017
ReflectionsThere is a balance between design and implementationGet the right balance between the customer experience and the timeframeEach change can have an unexpected flow on effectBe conscious of your own biasEmbrace your individuality
Thank You201520162017