After: Redesigned event page highlighted premium editorial events and differentiated design from sponsored client events.
Before: 2021 event page lacked differentiation and interest.
2023
EVENT LANDING PAGE
PROJECT CONTEXT
The event page houses a wide range of event promotions catered to our audience of industry professionals. Industry Dive expands its event promotion strategy to host more high-value editorial events, such as panel discussions, roundtables, etc.
GOAL
Increase landing page user impression
Distinguish in-house editorial and client-sponsored events
01/
Expand scope to support all event types
To introduce a more comprehensive editorial-driven product, our goal is to address the current event type hierarchy. The stakeholder conversation started with the editorial staff to understand the current processes and content strategy.
The project discovery phase also included speaking staff from Sales, Ad Operations, and the Lead Promotion team. It was essential that we understand how the various teams were interacting with the events. I proposed a shift in our product strategy to implement change across all 30+ Dive publication sites.
02/
To achieve a successful redesign …
How might we differentiate event types so readers can clearly distinguish in-house from client-sponsor events?
How might we elevate high-priority events?
How might we increase the utility of the page and provide more value to the users?
Differentiate event types
Featured event spot – I added a featured spot to give us the flexibility to promote high-value events of our choosing. This spot is given the prime real estate of the page; it is much larger in scale and lands above the page fold.
Differentiate by color contrast - I created two variations for this component in our design library. One has a higher color contrast to highlight editorial events, and the other has a softer touch for client-driven events.
03/
Project outcome
Mobile first approach
The design iterations started with the Sidebar Box component, which is the component with the most demanding screen size.
The main challenge is to break each component to its core and evaluate each piece based on function, legibility, and ease of use.
Increase the utility of the page
Library content – The Library page is a high-conversion lead funnel on our site. It hosts valuable evergreen content from previous webinars and playbooks. It brings value to our target audience and increases MQLs
Share event CTA – I added a call to action to urge prospective clients to promote their events with our publication. Previously, this was merely an email link underneath the page title, now we have a dedicated spot to funnel prospective clients to our Advertising department.