Exposed Conference

RESPONSIVE WEBSITE REDESIGN 
OVERVIEW

Exposed is a NYC-based 3-day conference focused on health, wellness, and environmental/social impact. The event is hosted by our client, SMPLCT Lab.

MY ROLE / TIMELINE

I acted as a Research Lead within a team of 5 UX Designers and 4 Developers in the timeframe of a 4-week design sprint.

PROBLEM

How might we create a comprehensible site experience that emphasizes user-focused features for conference site users, measured by an increase in ticket sales? 

OPPORTUNITY

We were tasked with designing and developing a responsive website for desktop and mobile devices for the Exposed 2017 conference.

View Responsive Site

RESEARCH

BUSINESS NEEDS

After speaking with the SMPLCT Lab CEO, CTO, Partnerships Strategist, and Exposed Co-founder, we learned:

Exposed Conference Mission:

To expose the truth around food, nutrition, and the impact of what we consume has on our lives (mental/physical), and how that relates to society.

Target Audience:
  • Yogis and fitness gurus
  • Health and wellness bloggers
  • Health and food startups
  • Industry investors
Business Pain Points & Needs
  • To define the focus of their conference
  • Wanted website to highlight New York City
  • Wanted a quick visual representation of the Exposed mission
MARKET RESEARCH

Through Competitive Analysis (pictured right), we found 2:8 sites utilized video heros.

Hero Image Reasoning

Through usability testing, we found that users spent significantly more time on the hero than the rest of the website. Utilizing a hero image allowed us to showcase the lesser-known brand as soon as the user landed on the site to grab attention, thus decreasing the bounce rate.

Infinite Scroll Reasoning

According to Nielsen Nelson Group, a continuous scroll is effective when content has a flat hierarchy. Based on business needs (sponsors on main page, location highlights) and varying user needs (location, speakers, agenda, price), the many site sections all carried similar weight, warranting a flat hierarchy. We also choose a sticky navigation to ensure the  user had ready access to all the sections.

USER INTERVIEWS
Affinity Mapping

To find users to interview, we sent out a short survey targeting primary (attendees) and secondary (speakers) users interested in health, wellness, and/or social impact.

  • 6/8 users browse event sites on laptops
  • 8/8 users cited health/wellness/social impact as major factors in their daily lives
  • 8/8 users actively followed trends via social media, newsletters etc.
SITE NEEDS FROM USERS
  • Logistics (the 5 W's)
  • Who's Attending
  • Map & Location
  • Hotel Information
  • Speaker Lineup & Info.
  • Topics of Talks
  • Full Schedule and Agenda
  • Price
  • Previous Conference Info.
  • How to reach out to speak
PERSONA CREATION

Using our synthesized research results, we created two personas to guide our designs going forward.

FEATURE PRIORITIZATION
  • Single Page + Infinite Scroll
  • Hero Area
  • About + Focus
  • Speakers
  • Event (Feature City)
  • Last Year Information
  • Sponsors
  • Full Agenda

DESIGN 

DESIGN ITERATIONS & USABILITY TESTING 
HERO SECTION
Lo-fidelity hero section
Mid-fidelity hero section
High-fidelity hero section (1st iteration before development)
Findings that influenced iterations: 
ABOUT SECTION
Lo-fidelity about section, desktop
Mid-fidelity about section, desktop
High-fidelity about section, desktop
Findings that influenced iterations:
SPEAKER SECTION 
Lo-fidelity speaker section, desktop
Mid-fidelity speaker section, desktop
High-fidelity speaker section, desktop
Findings that influenced iterations:
SCHEDULE / AGENDA SECTION
Lo-fidelity schedule section, desktop
Mid-fidelity schedule section, desktop
High-fidelity schedule section, desktop
Findings that influenced iterations:
EXPLORE & MAP SECTION
Lo-fidelity explore section, desktop
Mid-fidelity explore section, desktop
High-fidelity explore section, desktop
Findings that influenced iterations:
2016 EXPOSED CONFERENCE (DESKTOP)
Lo-fidelity 2016 section, desktop
Mid-fidelity 2016 section, desktop
High-fidelity schedule section, desktop
Findings that influenced iterations:
MOBILE MOCKUP ITERATIONS

DEVELOPMENT 

Our development team dealt with a few issues in coding our team's design that led to some site changes; namely, we had to make changes to the site's hero image, as there were issues with the line-responsiveness and the amount of elements that had to become responsive.
SMPLCT Lab is in the process of making our site live.
FINAL RESPONSIVE SITE (currently hosted on GitHub)
View Responsive Site