Setting a Scalable UX Foundation for Healthcare Events' Web Page
Setting a Scalable UX Foundation for Healthcare Events' Web Page
Setting a Scalable UX Foundation for Healthcare Events' Web Page
Becker’s Healthcare | 2022-2023
Becker’s Healthcare | 2022-2023
Becker’s Healthcare | 2022-2023
Role: Event and Graphic Design Associate, Lead UX Researcher, Event Team Member
Role: Event and Graphic Design Associate, Lead UX Researcher, Event Team Member
Role: Event and Graphic Design Associate, Lead UX Researcher, Event Team Member
Impact
Impact
Impact
We couldn’t buy growth—but we could design for it
We couldn’t buy growth—but we could design for it
We couldn’t buy growth—but we could design for it
Template as a Foundation
Created internal guidance to ensure this design could quickly be modified for future events
Template as a Foundation
Created internal guidance to ensure this design could quickly be modified for future events
The Variety of Audience
Designed for roles and inclusivity - important to build clarity across varying digital literacy levels
The Variety of Audience
Designed for roles and inclusivity - important to build clarity across varying digital literacy levels
UX that Benefits Both
Internal friction is a UX problem too - redesign can help reduce support load through smarter workflows
UX that Benefits Both
Internal friction is a UX problem too - redesign can help reduce support load through smarter workflows
Template as a Foundation
Created internal guidance to ensure this design could quickly be modified for future events
The Variety of Audience
Designed for roles and inclusivity - important to build clarity across varying digital literacy levels
UX that Benefits Both
Internal friction is a UX problem too - redesign can help reduce support load through smarter workflows
As the Event and Graphic Design Associate, I led UX redesigns across 5+ hybrid events website of Beckers, serving 8,000+ attendees and 150k+ digital viewers.
As the Event and Graphic Design Associate, I led UX redesigns across 5+ hybrid events website of Beckers, serving 8,000+ attendees and 150k+ digital viewers.
As the Event and Graphic Design Associate, I led UX redesigns across 5+ hybrid events website of Beckers, serving 8,000+ attendees and 150k+ digital viewers.
Reduced attendee confusion | Boosted engagement | Designed event UX foundation
Reduced attendee confusion Boosted engagement
Designed event UX foundation
Reduced attendee confusion | Boosted engagement | Designed event UX foundation
Business Challenge
Business Challenge
Business Challenge
What should be self-serve was creating friction
What should be self-serve was creating friction
What should be self-serve was creating friction
Becker’s conferences is one of the largest healthcare events in the U.S., bringing together thousands of professionals in person and virtually. However, The event website overwhelmed first-time visitors, caused confusion with complex, layered top navigation, and triggered repeated inquiries that strained the internal team whenever it is near-conference season. Users, especially senior healthcare professionals, struggled to find basic resources.
Becker’s conferences is one of the largest healthcare events in the U.S., bringing together thousands of professionals in person and virtually. However, The event website overwhelmed first-time visitors, caused confusion with complex, layered top navigation, and triggered repeated inquiries that strained the internal team whenever it is near-conference season. Users, especially senior healthcare professionals, struggled to find basic resources.
Becker’s conferences is one of the largest healthcare events in the U.S., bringing together thousands of professionals in person and virtually. However, The event website overwhelmed first-time visitors, caused confusion with complex, layered top navigation, and triggered repeated inquiries that strained the internal team whenever it is near-conference season. Users, especially senior healthcare professionals, struggled to find basic resources.
Users rarely clicking into deeper areas of the website
Users rarely clicking into deeper areas of the website
Users rarely clicking into deeper areas of the website
Over 70% of users didn’t explore beyond the homepage. Key resources were buried under menus, leading to low engagement, reduced conversions, and missed content.
Over 70% of users didn’t explore beyond the homepage. Key resources were buried under menus, leading to low engagement, reduced conversions, and missed content.
Over 70% of users didn’t explore beyond the homepage. Key resources were buried under menus, leading to low engagement, reduced conversions, and missed content.
Users couldn’t tell which information applied to them
Users couldn’t tell which information applied to them
Users couldn’t tell which information applied to them
Attendees, speakers, and sponsors were funneled into the same experience. Without tailored paths, users couldn’t find what they needed - hurting event turnout and sponsor trust.
Attendees, speakers, and sponsors were funneled into the same experience. Without tailored paths, users couldn’t find what they needed - hurting event turnout and sponsor trust.
Attendees, speakers, and sponsors were funneled into the same experience. Without tailored paths, users couldn’t find what they needed - hurting event turnout and sponsor trust.
Support Overload Slowed Down the Events Team
Support Overload Slowed Down the Events Team
Support Overload Slowed Down the Events Team
Repetitive questions about hotels, schedules, and access overwhelmed the events team. Poor UX increased manual workload and delayed responses during the peak event period.
Repetitive questions about hotels, schedules, and access overwhelmed the events team. Poor UX increased manual workload and delayed responses during the peak event period.
Repetitive questions about hotels, schedules, and access overwhelmed the events team. Poor UX increased manual workload and delayed responses during the peak event period.
Why Redesign Mattered
Why Redesign Mattered
Why Redesign Mattered
Needing clarity, brand consistency, and operational efficiency
Needing clarity, brand consistency, and operational efficiency
Needing clarity, brand consistency, and operational efficiency
These issues slowed operations and frustrated thousands of high-profile attendees. This wasn’t just a visual update - it was a platform and workflow redesign tied to a company-wide transition from Ceros to Swoogo, with impacts on sponsorship visibility, speaker experience, and internal workflows.
These issues slowed operations and frustrated thousands of high-profile attendees. This wasn’t just a visual update - it was a platform and workflow redesign tied to a company-wide transition from Ceros to Swoogo, with impacts on sponsorship visibility, speaker experience, and internal workflows.
These issues slowed operations and frustrated thousands of high-profile attendees. This wasn’t just a visual update - it was a platform and workflow redesign tied to a company-wide transition from Ceros to Swoogo, with impacts on sponsorship visibility, speaker experience, and internal workflows.
Challenge
Challenge
Challenge
Ceros required intensive graphic design work, which wasn’t sustainable given Becker’s limited design capacity.
Swoogo offered better scalability and integrated registration tools, but was visually and functionally limited - with minimal customization and only basic UI styling.
This made it essential to rethink the user experience and visual design for clarity, brand consistency, and usability.
Ceros required intensive graphic design work, which wasn’t sustainable given Becker’s limited design capacity.
Swoogo offered better scalability and integrated registration tools, but was visually and functionally limited - with minimal customization and only basic UI styling.
This made it essential to rethink the user experience and visual design for clarity, brand consistency, and usability.
Ceros required intensive graphic design work, which wasn’t sustainable given Becker’s limited design capacity.
Swoogo offered better scalability and integrated registration tools, but was visually and functionally limited - with minimal customization and only basic UI styling.
This made it essential to rethink the user experience and visual design for clarity, brand consistency, and usability.
Design Approach
Design Approach
Design Approach
Research-led, people-first design that builds trust
Research-led, people-first design that builds trust
Research-led, people-first design that builds trust
Informed by Nielsen Heuristics and multi-stakeholder content audits, I began research with analyzing backend user behavior in collaboration with client success managers. This surfaced key friction points especially around homepage drop-offs and content discoverability. Through these insights, three primary user groups were defined: attendees, speakers, and sponsors.
Informed by Nielsen Heuristics and multi-stakeholder content audits, I began research with analyzing backend user behavior in collaboration with client success managers. This surfaced key friction points especially around homepage drop-offs and content discoverability. Through these insights, three primary user groups were defined: attendees, speakers, and sponsors.
Informed by Nielsen Heuristics and multi-stakeholder content audits, I began research with analyzing backend user behavior in collaboration with client success managers. This surfaced key friction points especially around homepage drop-offs and content discoverability. Through these insights, three primary user groups were defined: attendees, speakers, and sponsors.
What can UX solve here?
What can UX solve here?
Design alone couldn’t increase budgets or guarantee growth.
But we could reduce user confusion, improve retention, and build trust with first-time visitors. A redesign should help orient users, encourage engagement, and reflect Becker’s commitment to host high-level healthcare events for professionals across the U.S. to make meaningful connection.
Design alone couldn’t increase budgets or guarantee growth.
But we could reduce user confusion, improve retention, and build trust with first-time visitors. A redesign should help orient users, encourage engagement, and reflect Becker’s commitment to host high-level healthcare events for professionals across the U.S. to make meaningful connection.
Design alone couldn’t increase budgets or guarantee growth.
But we could reduce user confusion, improve retention, and build trust with first-time visitors. A redesign should help orient users, encourage engagement, and reflect Becker’s commitment to host high-level healthcare events for professionals across the U.S. to make meaningful connection.
KEY DESIGN SOLUTIONS & ITERATIONS
KEY DESIGN SOLUTIONS & ITERATIONS
KEY DESIGN SOLUTIONS & ITERATIONS
Lead people to engage, return, and trust the experience
Lead people to engage, return, and trust the experience
Lead people to engage, return, and trust the experience
The redesigns focused on surfacing the right information at the right time - so users could quickly understand the event’s value, find what applied to them, and take action without friction.
The redesigns focused on surfacing the right information at the right time - so users could quickly understand the event’s value, find what applied to them, and take action without friction.
The redesigns focused on surfacing the right information at the right time - so users could quickly understand the event’s value, find what applied to them, and take action without friction.
Promoted Critical CTA
Placed “Register” and “View Agenda” buttons in high-visibility zones to support event sign-ups and sponsorship, prioritized across different pages.
A Role-Based Resources Section
Grouped key content under clear persona categories; Using icons and dropdowns to help users self-identify resources faster.
Promoted Critical CTA
Promoted Critical CTA
Placed “Register” and “View Agenda” buttons in high-visibility zones to support event sign-ups and sponsorship, prioritized across different pages.
Placed “Register” and “View Agenda” buttons in high-visibility zones to support event sign-ups and sponsorship, prioritized across different pages.
A Role-Based Resources Section
A Role-Based Resources Section
Grouped key content under clear persona categories; Using icons and dropdowns to help users self-identify resources faster.
Grouped key content under clear persona categories; Using icons and dropdowns to help users self-identify resources faster.
Simplified the User Journey
Reduced friction by relocating most promoted content to the homepage, eliminating the need to dig through menus or navigation bar.
Highlight Decision-Making Cues
Bright stats banner, event description, and auto-played film were purposefully surfaced to create urgency, build credibility, and communicate the event’s scale.
Simplified the User Journey
Simplified the User Journey
Reduced friction by relocating most promoted content to the homepage, eliminating the need to dig through menus or navigation bar.
Reduced friction by relocating most promoted content to the homepage, eliminating the need to dig through menus or navigation bar.
Highlight Decision-Making Cues
Highlight Decision-Making Cues
Bright stats banner, event description, and auto-played film were purposefully surfaced to create urgency, build credibility, and communicate the event’s scale.
Bright stats banner, event description, and auto-played film were purposefully surfaced to create urgency, build credibility, and communicate the event’s scale.
Outcome highlights
Outcome highlights
Outcome highlights
Aligned digital experience with Becker’s commitment
Aligned digital experience with Becker’s commitment
Aligned digital experience with Becker’s commitment
The redesigned IA and homepage navigation reduced confusion, lowered support load, and enabled users to quickly access relevant content. The redesign reinforced Becker’s mission to connect healthcare professionals through clarity, trust, and human-centered communication.
The redesigned IA and homepage navigation reduced confusion, lowered support load, and enabled users to quickly access relevant content. The redesign reinforced Becker’s mission to connect healthcare professionals through clarity, trust, and human-centered communication.
The redesigned IA and homepage navigation reduced confusion, lowered support load, and enabled users to quickly access relevant content. The redesign reinforced Becker’s mission to connect healthcare professionals through clarity, trust, and human-centered communication.
Significantly reduced repetitive inquiries
Significantly reduced repetitive inquiries
Significantly reduced repetitive inquiries
The redesigned homepage clarified key paths for attendees, speakers, and sponsors—resulting in a 40% decrease in support emails. This freed up internal capacity and reduced last-minute confusion during peak event traffic.
The redesigned homepage clarified key paths for attendees, speakers, and sponsors—resulting in a 40% decrease in support emails. This freed up internal capacity and reduced last-minute confusion during peak event traffic.
The redesigned homepage clarified key paths for attendees, speakers, and sponsors—resulting in a 40% decrease in support emails. This freed up internal capacity and reduced last-minute confusion during peak event traffic.
Tailored UX Reinforced Becker’s Mission
Tailored UX Reinforced Becker’s Mission
Tailored UX Reinforced Becker’s Mission
Role-specific sections helped users feel supported, and many praised the streamlined navigation and clarity. This wasn’t just interface polish - it reflected Becker’s deeper goal: to foster trust, reduce friction, and create space for meaningful connections.
Role-specific sections helped users feel supported, and many praised the streamlined navigation and clarity. This wasn’t just interface polish - it reflected Becker’s deeper goal: to foster trust, reduce friction, and create space for meaningful connections.
Role-specific sections helped users feel supported, and many praised the streamlined navigation and clarity. This wasn’t just interface polish - it reflected Becker’s deeper goal: to foster trust, reduce friction, and create space for meaningful connections.
New Layout Became a Trusted Internal Template
New Layout Became a Trusted Internal Template
New Layout Became a Trusted Internal Template
The team adopted the redesigned homepage as the template for future conferences. Clear structure and content layout made it easy to update, scale, and replicate when Beckers transitioned from Ceros to the Swoogo platform.
The team adopted the redesigned homepage as the template for future conferences. Clear structure and content layout made it easy to update, scale, and replicate when Beckers transitioned from Ceros to the Swoogo platform.
The team adopted the redesigned homepage as the template for future conferences. Clear structure and content layout made it easy to update, scale, and replicate when Beckers transitioned from Ceros to the Swoogo platform.
Looking ahead, I see AI as a partner to help improve hybrid event UX.
From predictive support chat to dynamic content adjustments based on user type or location, AI offers a path to personalization at scale - but only if we continue to design with empathy and human-centered research.
Looking ahead, I see AI as a partner to help improve hybrid event UX.
From predictive support chat to dynamic content adjustments based on user type or location, AI offers a path to personalization at scale - but only if we continue to design with empathy and human-centered research.
Looking ahead, I see AI as a partner to help improve hybrid event UX.
From predictive support chat to dynamic content adjustments based on user type or location, AI offers a path to personalization at scale - but only if we continue to design with empathy and human-centered research.