Events.com Web Design
In 2016 Events.com shifted marketing efforts towards their self-service user. Because of this, the pages prior to log in needed to reflect this change in order to communicate the new message. Focusing on the customer service, making landing page links visible and easy to locate, and putting the customer first were all aspects crucial to the making the new designs successful.
Users and Audience:
The previous design focused heavily on the enterprise customer so more advanced tools were highlighted on the home page. There needed to more balance between the enterprise and self service customers on the home page and the landing pages need to concentrate more heavily on the details.
Team and Role:
I lead the project at Events.com that enhanced the site’s home and landing pages. To complete this task I defined user task flows, created wireframes, prototypes, and mock-ups. We used conversion-oriented tactics, such as user testing, to drive design strategy. The result of this project was a new home page and 5 new landing pages.
The initial idea for the new home page was to add new CTA’s that linked to our new landing pages, update imagery, and create new messaging. By speaking directly to the self-service user, and making the page easier to navigate, we felt it would achieve the company’s goals. After user testing we realized that while some of the goals were met from the re-design, there were still elements we were not getting across. Events.com’s “customer-first” mentality was one of them.
To communicate the message I decided there needed to be images of the team members, and an entire landing page dedicated this message. By using photos along side quotes, it brought the CSM team to life, and gave the company a face rather than just a product. Through additional user testing we had a positive response to the new additions.
All landing pages to follow were a complete re-design with new copy, images, and CTAs. I worked with our sales and customer success team to discuss what they were selling and how they were selling it to make sure our narratives matched.
The final result is simple and personable, directly communicating Events.com’s goals in a way that speaks to all users. The pages were designed to convert self-service and enterprise user’s into Events.com event organizers. We used clear CTAs, engaging imagery, and distraction free copy to minimize the number of possible actions on the page and focus the user’s attention.