Institute of Corporate Directors - Responsive Website
Project Overview
Client: Institute of Corporate Directors (ICD)
Role: UX Designer
What is ICD?
With over 16,000 members, the Institute of Corporate Directors is a not-for-profit, member-based association. ICD offers governance education, thought leadership resources and opportunities for members to network within the director community. The ICD Conference is one of ICD’s largest in-person and virtual networking events of the year.
Scope
Responsive website
Tools
Sketch, Photoshop, Invision
The process
Though I was the primary designer on the project, I collaborated directly with the client, project manager, and developer. I also collected feedback from other designers throughout the design process.
The Goal
Based on the project requirements outlined by the client, the goal was to provide an updated website design for directors wishing to attend the 2023 ICD conference that would sell the in-person conference event, while also accommodating virtual attendees. Both needed to be led to an easy ticket purchasing experience.
Secondary Research
I gathered references of other conference websites, and made notes on UI elements, pages and navigation treatments that I thought worked effectively. I thought it would be a great visual tool to prep these in a Freehand board to discuss with the client during our discovery call. These were great for brainstorming, getting the client to think about their likes and dislikes, and overall set us up to have an aligned vision for the project.
Information Architecture
I proposed an information architecture based on the types of content the client planned for the site, and also analyzed the content and information architecture found on other conference websites to ensure it worked for our client but also felt familiar to users. We wanted to convert users to attendees by making the event look as enticing as possible and make it easy to find information about the event.
Mid Fidelity Wireframes
I presented the mid fidelity wireframes to the client which helped keep the client involved, continued to ensure alignment, and allowed me to make any client requested revisions before moving into high fidelity design.
Branding Identify & Style
I was given marketing materials as a reference of their brand, and from that I was able to leverage the existing branding to create the microsite. I decided to brighten some of the colours for a more modern feel, while checking colour contrast to meet AODA standards for accessibility.
The Design Solution
I created a content rich homepage that would provide important updates and get people excited about attending the event as the conference date neared.
Prototype
Creating a prototype of the website made it easy to explain the interactions for developer handoff.
Conclusion
Future metrics to watch as the conference date approaches will include the engagement rate, tracking the registration button which links off to the third party purchase flow, and bounce rates. These Google analytics stats as well as overall registration conversions are going to be a great indicator of the website’s performance, give us an idea of how users behave on the site and will tell us how we can make improvements.