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MAS Event + Design
Lead Product Designer
While, ultimately, the virtual event was targeted at corporate leaders and enterprise decision-makers, the hope still was that it would feel unique, engaging, and a break from the monotony of basic virtual demos and zoom appearances.
The intent of the event was to provide an inventive, fresh experience in order to generate buzz and grow Asana’s enterprise customer base. The MAS Event + Design team worked closely with the Asana team on everything from talent booking, set design, and technical set-up. My role was to design the promotional landing pages, sign-up flow, and the streaming platform.
This project was a 12 week sprint, going from Asana’s concept to the event launch that streamed globally to 20,000 live viewers. I began with the wireframes so that MAS’ team was able to set up the basic structure while we were still finalizing specific details about the summit. Once that information was known, I created hi-fi designs and then assisted with the creation of the relevant social media assets. In the two weeks leading up to the conference, I worked to create translated designs in 5 languages, then testing Q&Aing the built site and experience on every device and browser.
Our team explored multiple concepts for Asana's virtual event, focusing on ways to recreate the collaborative, engaging atmosphere of an in-person conference. We sketched wireframes that prioritized intuitive navigation and ease of use, allowing attendees to move seamlessly between sessions and interactive features.
01
We designed both the landing pages and the platform, ensuring that they were easy to navigate and offered multiple opportunities for interaction. Our goal was to create something clean and functional, guiding users through the platform without overwhelming them.
02
In parallel with the UX, we developed the marketing design for the event's landing pages, ensuring they were visually aligned with Asana’s branding. The designs focused on clarity and appeal, making sure that the messaging and visual elements were aligned to draw in potential attendees from a B2B audience.
03
Scope of Work
While the MAS and Asana teams had already discussed having some sort of system to guide users through the experience, I suggested the creation of a card component that would function as both a ‘guide’ to the summit, but also present questions and polls to keep users engaged.
These polls provided a way for users to engage directly with the speaker’s topics, and also provided valuable insights to the Asana team after the event’s conclusion. Each poll appeared at the relevant time in the experience, and after submitting an answer, viewers were able to see the consensus. When there was no relevant poll to display, the cards functioned as a timeline and intro.
Users could also condense or hide these polls. On the desktop web experience, closing the poll simply expanded the screen. On the mobile experience, a small preview remained.
2024 | Victoria Gunell
