Experience Journey for IDC conference guests< Back to Projects | Next project >
International Data Corporation (IDC) is a global provider of events for the information technology, telecommunications and consumer technology markets. Together with Service Design Specialist Søren Bechmann, I mapped the Experience Journey for guests at the IDC conferences, to find ways to improve the overall experience, to motivate more guests and to increase profit. Using the framework and the tools we had made for previous project for Babcock & Wilcox, we were able to synthesize an generic Experience Journey which not just gave us input to shape long term recommendations, but also reviled several low hanging fruits. Understanding the Business Model showed that profit was not generated by number of guests but quality of potential leads, and that considerable sums was wasted on no-shows. After attending several conferences we were able to "scope" the experience and generate a generic Journey that covered most conferences. Interviews then enabled us to create two personas that embodied the most common conference guests. By creating Event Scripts for selected events we could provide the client with concrete recommendations to improve user's experience as well as to show ways to increase both short term and long term revenue. The recommendations included detailed descriptions and flow diagrams. OUTCOME: Four "Events" in on the experience Journey was identified, that could immediately improve the conference experience; sign-up validation to decrease no-shows, personalized reception at arrival, gift voucher for next conference and summery of conference. To improve the value of the conference to the conference sponsors, who - according to the business model - are the actual customers, the guest experience and the value of the conference content must be improved first. SKILLS IN ACTION:
Reference: Bianca Bruhn, MD at IDC Nordic, Copenhagen, Denmark. |