Refine Physical and Digital Navigation for Attendee Experience and Conference Growth
Refine Physical and Digital Navigation for Attendee Experience and Conference Growth
Refine Physical and Digital Navigation for Attendee Experience and Conference Growth
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
UX beyond the screen that built trust and retention
UX beyond the screen that built trust and retention
UX beyond the screen that built trust and retention
Clarity That Scales
Built adaptable wayfinding systems and internal templates to ensure future events could replicate the same smooth attendee experience with less internal friction.
Clarity That Scales
Built adaptable wayfinding systems and internal templates to ensure future events could replicate the same smooth attendee experience with less internal friction.
Supported Growth
Improved attendee experience strengthened Becker’s brand credibility and drove growth, with attendance increasing by over 500 the following year.
Supported Growth
Improved attendee experience strengthened Becker’s brand credibility and drove growth, with attendance increasing by over 500 the following year.
Retention Through Trust
Standardized signage and experience zones reduced vendor complaints by 87% and reinforced Becker’s value to long-term sponsors and returning attendees.
Retention Through Trust
Standardized signage and experience zones reduced vendor complaints by 87% and reinforced Becker’s value to long-term sponsors and returning attendees.
Clarity That Scales
Built adaptable wayfinding systems and internal templates to ensure future events could replicate the same smooth attendee experience with less internal friction.
Supported Growth
Improved attendee experience strengthened Becker’s brand credibility and drove growth, with attendance increasing by over 500 the following year.
Retention Through Trust
Standardized signage and experience zones reduced vendor complaints by 87% and reinforced Becker’s value to long-term sponsors and returning attendees.
As the lead designer on the events team, I refined event logistics and navigation for a high-stakes Health IT conference, welcoming 3,000+ attendees onsite and boosting participation to 3,500+ the following year.
As the lead designer on the events team, I refined event logistics and navigation for a high-stakes Health IT conference, welcoming 3,000+ attendees onsite and boosting participation to 3,500+ the following year.
As the lead designer on the events team, I refined event logistics and navigation for a high-stakes Health IT conference, welcoming 3,000+ attendees onsite and boosting participation to 3,500+ the following year.
Business Challenge
Business Challenge
Unfamiliar venue with underdeveloped logistics
Unfamiliar venue with underdeveloped logistics
Becker’s annual HIT + RCM Conference was held at Navy Pier, a 170,000+ sq ft venue that was new to the team and lacked a fully established event logistics system. The large, multi-level layout created challenges for wayfinding, particularly for out-of-state attendees unfamiliar with Chicago. Missing or insufficient signage led to confusion, reduced sponsor visibility, and increased support burden.
To gain trust in the rapidly evolving Health IT field at the time of 2022, Becker’s Healthcare needed an event experience that felt smooth, intuitive, and professionally executed.
Becker’s annual HIT + RCM Conference was held at Navy Pier, a 170,000+ sq ft venue that was new to the team and lacked a fully established event logistics system. The large, multi-level layout created challenges for wayfinding, particularly for out-of-state attendees unfamiliar with Chicago. Missing or insufficient signage led to confusion, reduced sponsor visibility, and increased support burden.
To gain trust in the rapidly evolving Health IT field at the time of 2022, Becker’s Healthcare needed an event experience that felt smooth, intuitive, and professionally executed.
Business Challenge
Unfamiliar venue with underdeveloped logistics
Becker’s annual HIT + RCM Conference was held at Navy Pier, a 170,000+ sq ft venue that was new to the team and lacked a fully established event logistics system. The large, multi-level layout created challenges for wayfinding, particularly for out-of-state attendees unfamiliar with Chicago. Missing or insufficient signage led to confusion, reduced sponsor visibility, and increased support burden.
To gain trust in the rapidly evolving Health IT field at the time of 2022, Becker’s Healthcare needed an event experience that felt smooth, intuitive, and professionally executed.
Unfamiliar Venue With Incomplete Logistics
Unfamiliar Venue With Incomplete Logistics
Navy Pier was still a new venue for Becker’s at the time, with just-starting event logistics in place. Attendees frequently get lost in the massive space, trying to find where to go. Many sponsor and wayfinding signs were either missing or insufficient, limiting traffic and sponsor exposure.
Navy Pier was still a new venue for Becker’s at the time, with just-starting event logistics in place. Attendees frequently get lost in the massive space, trying to find where to go. Many sponsor and wayfinding signs were either missing or insufficient, limiting traffic and sponsor exposure.
Complex Travel Logistics for Out-of-State Visitors
Complex Travel Logistics for Out-of-State Visitors
The original event website offered only hotel booking links, leaving out essential transit guidance. A majority of attendees traveled from outside Illinois and were unfamiliar with the Chicago transit system. Commuting to the venue became challenging.
The original event website offered only hotel booking links, leaving out essential transit guidance. A majority of attendees traveled from outside Illinois and were unfamiliar with the Chicago transit system. Commuting to the venue became challenging.
Overwhelming Onsite Activities and Meeting Sponsor Expectations
Overwhelming Onsite Activities and Meeting Sponsor Expectations
With hundreds of sponsor booths, major keynotes, overlapping panels, and interactive attractions like massage bars, raffles, and golf challenges, attendees often struggled to navigate the space without structured guidance - likely to result in low booth traffic, reduced sponsor visibility, and negative feedback from Becker’s valued clients.
With hundreds of sponsor booths, major keynotes, overlapping panels, and interactive attractions like massage bars, raffles, and golf challenges, attendees often struggled to navigate the space without structured guidance - likely to result in low booth traffic, reduced sponsor visibility, and negative feedback from Becker’s valued clients.
Unfamiliar Venue With Incomplete Logistics
Navy Pier was still a new venue for Becker’s at the time, with just-starting event logistics in place. Attendees frequently get lost in the massive space, trying to find where to go. Many sponsor and wayfinding signs were either missing or insufficient, limiting traffic and sponsor exposure.
Complex Travel Logistics for Out-of-State Visitors
The original event website offered only hotel booking links, leaving out essential transit guidance. A majority of attendees traveled from outside Illinois and were unfamiliar with the Chicago transit system. Commuting to the venue became challenging.
Overwhelming Onsite Activities and Meeting Sponsor Expectations
With hundreds of sponsor booths, major keynotes, overlapping panels, and interactive attractions like massage bars, raffles, and golf challenges, attendees often struggled to navigate the space without structured guidance - likely to result in low booth traffic, reduced sponsor visibility, and negative feedback from Becker’s valued clients.
Why Redesign Mattered
Why Redesign Mattered
Why Redesign Mattered
Building long-term trust and event growth through UX
Building long-term trust and event growth through UX
Building long-term trust and event growth through UX
This event was part of Becker’s strategic investment in the growing Health IT field, so delivering a smooth, professional experience builds long-term credibility. Sponsors are core stakeholders, and exhibitor zones depend on foot traffic to deliver ROI. Without clear signage and traffic flow, both visibility and sponsor satisfaction suffer.
At past events, key travel and logistics details were scattered across multiple email communications, confusing for attendees and inefficient for staff. Staff often had to manually direct attendees to the right locations on site, which could be helped with a better-integrated navigation system and clearer event layout.
This event was part of Becker’s strategic investment in the growing Health IT field, so delivering a smooth, professional experience builds long-term credibility. Sponsors are core stakeholders, and exhibitor zones depend on foot traffic to deliver ROI. Without clear signage and traffic flow, both visibility and sponsor satisfaction suffer.
At past events, key travel and logistics details were scattered across multiple email communications, confusing for attendees and inefficient for staff. Staff often had to manually direct attendees to the right locations on site, which could be helped with a better-integrated navigation system and clearer event layout.
This event was part of Becker’s strategic investment in the growing Health IT field, so delivering a smooth, professional experience builds long-term credibility. Sponsors are core stakeholders, and exhibitor zones depend on foot traffic to deliver ROI. Without clear signage and traffic flow, both visibility and sponsor satisfaction suffer.
At past events, key travel and logistics details were scattered across multiple email communications, confusing for attendees and inefficient for staff. Staff often had to manually direct attendees to the right locations on site, which could be helped with a better-integrated navigation system and clearer event layout.
A Networking Platform
A Networking Platform
Digital health is a newer product line for Becker’s, which means every impression counts.
Attendees come to discover ideas and connect with people. Our redesign ensured they could do that with ease, confidence, and trust in the Becker’s experience.
Digital health is a newer product line for Becker’s, which means every impression counts.
Attendees come to discover ideas and connect with people. Our redesign ensured they could do that with ease, confidence, and trust in the Becker’s experience.
A Networking Platform
Digital health is a newer product line for Becker’s, which means every impression counts.
Attendees come to discover ideas and connect with people. Our redesign ensured they could do that with ease, confidence, and trust in the Becker’s experience.
Design Approach
Design Approach
Design Approach
UX thinking across both digital and physical touchpoints
UX thinking across both digital and physical touchpoints
UX thinking across both digital and physical touchpoints
The redesign process included field study with team members from editorial, client management department. Becker’s employees who were new to Navy Pier were invited join the events team onsite for a walk-through, and they simulate various attendee journeys from different entry points. Observational studies focused on how unfamiliar users interpreted existing conference maps, revealing key hesitation zones. These findings informed signage placement, orientation, and content strategy—ensuring double-sided visibility where needed.
Demographic data from internal team revealed that many attendees were out-of-state travelers. This inspired the creation of a centralized travel resource hub covering five primary commuting methods.
The redesign process included field study with team members from editorial, client management department. Becker’s employees who were new to Navy Pier were invited join the events team onsite for a walk-through, and they simulate various attendee journeys from different entry points. Observational studies focused on how unfamiliar users interpreted existing conference maps, revealing key hesitation zones. These findings informed signage placement, orientation, and content strategy—ensuring double-sided visibility where needed.
Demographic data from internal team revealed that many attendees were out-of-state travelers. This inspired the creation of a centralized travel resource hub covering five primary commuting methods.
The redesign process included field study with team members from editorial, client management department. Becker’s employees who were new to Navy Pier were invited join the events team onsite for a walk-through, and they simulate various attendee journeys from different entry points. Observational studies focused on how unfamiliar users interpreted existing conference maps, revealing key hesitation zones. These findings informed signage placement, orientation, and content strategy—ensuring double-sided visibility where needed.
Demographic data from internal team revealed that many attendees were out-of-state travelers. This inspired the creation of a centralized travel resource hub covering five primary commuting methods.
Challenge
Sponsors are critical stakeholders who invest in booth traffic and visibility. Since each vendor brought their own branded signage and promotional materials, the space will quickly become visually dense.
To avoid visual competition, the wayfinding system had to be both prominent and complementary.
The goal was to find a balance and visual harmony within the event landscape.
Sponsors are critical stakeholders who invest in booth traffic and visibility. Since each vendor brought their own branded signage and promotional materials, the space will quickly become visually dense.
To avoid visual competition, the wayfinding system had to be both prominent and complementary.
The goal was to find a balance and visual harmony within the event landscape.
Challenge
Sponsors are critical stakeholders who invest in booth traffic and visibility. Since each vendor brought their own branded signage and promotional materials, the space will quickly become visually dense.
To avoid visual competition, the wayfinding system had to be both prominent and complementary.
The goal was to find a balance and visual harmony within the event landscape.
KEY DESIGN SOLUTIONS & ITERATIONS
KEY DESIGN SOLUTIONS & ITERATIONS
KEY DESIGN SOLUTIONS & ITERATIONS
Improved wayfinding, traffic flow, and brand clarity
Improved wayfinding, traffic flow, and brand clarity
Improved wayfinding, traffic flow, and brand clarity
Centralized Travel Hub
Introduced a new section to consolidate fragmented travel resources. The module included Uber/Lyft drop-off visuals, public transit schedules, shuttle boarding info, parking rates, and walking directions to the venue.
Highlighted Attraction & Experience Zones
Introduced a new template to showcase attractions at each aisle and daily keynotes. Experience highlights were displayed on digital screen at the entry of event and updated to reflect each day’s programming.
Centralized Travel Hub
Centralized Travel Hub
Introduced a new section to consolidate fragmented travel resources. The module included Uber/Lyft drop-off visuals, public transit schedules, shuttle boarding info, parking rates, and walking directions to the venue.
Introduced a new section to consolidate fragmented travel resources. The module included Uber/Lyft drop-off visuals, public transit schedules, shuttle boarding info, parking rates, and walking directions to the venue.
Highlighted Attraction & Experience Zones
Highlighted Attraction & Experience Zones
Introduced a new template to showcase attractions at each aisle and daily keynotes. Experience highlights were displayed on digital screen at the entry of event and updated to reflect each day’s programming.
Introduced a new template to showcase attractions at each aisle and daily keynotes. Experience highlights were displayed on digital screen at the entry of event and updated to reflect each day’s programming.
Observation-Informed Signage Placement
Conducted walk-through field studies to identify high-confusion zones. This informed where to place directional signage, ensuring visibility, correct orientation, and double-sided designs to suit two-way traffic.
Context-Aware Design Strategy
Standardized all Becker’s signage in color, font, and layout to reduce visual chaos and avoid clashing with sponsor booths. Directional signs also reinforced key sponsorship to support visibility of our clients.
Observation-Informed Signage Placement
Observation-Informed Signage Placement
Conducted walk-through field studies to identify high-confusion zones. This informed where to place directional signage, ensuring visibility, correct orientation, and double-sided designs to suit two-way traffic.
Conducted walk-through field studies to identify high-confusion zones. This informed where to place directional signage, ensuring visibility, correct orientation, and double-sided designs to suit two-way traffic.
Context-Aware Design Strategy
Context-Aware Design Strategy
Standardized all Becker’s signage in color, font, and layout to reduce visual chaos and avoid clashing with sponsor booths. Directional signs also reinforced key sponsorship to support visibility of our clients.
Standardized all Becker’s signage in color, font, and layout to reduce visual chaos and avoid clashing with sponsor booths. Directional signs also reinforced key sponsorship to support visibility of our clients.
Outcome highlights
Outcome highlights
Outcome highlights
Refined event UX reinforced Becker’s brand in digital health
Refined event UX reinforced Becker’s brand in digital health
Refined event UX reinforced Becker’s brand in digital health
The event grew from 450 speakers and 3,000 attendees in 2022 to 490 speakers and over 3,500 executive-level participants the following year—transforming it into a high-satisfaction, high-retention networking destination for both clients and attendees.
The event grew from 450 speakers and 3,000 attendees in 2022 to 490 speakers and over 3,500 executive-level participants the following year—transforming it into a high-satisfaction, high-retention networking destination for both clients and attendees.
The event grew from 450 speakers and 3,000 attendees in 2022 to 490 speakers and over 3,500 executive-level participants the following year—transforming it into a high-satisfaction, high-retention networking destination for both clients and attendees.
Increased Sponsor Visibility & Booth Traffic
Increased Sponsor Visibility & Booth Traffic
Improved on-site navigation directly contributed to higher booth engagement. Vendor complaints about low traffic dropped by 87%. This marks Becker’s success in stronger sponsor satisfaction.
Improved on-site navigation directly contributed to higher booth engagement. Vendor complaints about low traffic dropped by 87%. This marks Becker’s success in stronger sponsor satisfaction.
Reduced Missed Events & Session Drop-off
Reduced Missed Events & Session Drop-off
Clear signage and consolidated logistics ensured attendees reached the right sessions. All speaker rooms remained consistently filled across 3 days, with over 3,000 participants and 450+ speakers giving positive feedback for Becker’s HITRCM event.
Clear signage and consolidated logistics ensured attendees reached the right sessions. All speaker rooms remained consistently filled across 3 days, with over 3,000 participants and 450+ speakers giving positive feedback for Becker’s HITRCM event.
Strengthened Conference Retention & Growth
Strengthened Conference Retention & Growth
Enhanced attendee experience helped reinforce Becker’s position in the Digital Health vertical. The following year, the event grew to 490 speakers and 3,500+ executive-level attendees.
Enhanced attendee experience helped reinforce Becker’s position in the Digital Health vertical. The following year, the event grew to 490 speakers and 3,500+ executive-level attendees.
Increased Sponsor Visibility & Booth Traffic
Improved on-site navigation directly contributed to higher booth engagement. Vendor complaints about low traffic dropped by 87%. This marks Becker’s success in stronger sponsor satisfaction.
Reduced Missed Events & Session Drop-off
Clear signage and consolidated logistics ensured attendees reached the right sessions. All speaker rooms remained consistently filled across 3 days, with over 3,000 participants and 450+ speakers giving positive feedback for Becker’s HITRCM event.
Strengthened Conference Retention & Growth
Enhanced attendee experience helped reinforce Becker’s position in the Digital Health vertical. The following year, the event grew to 490 speakers and 3,500+ executive-level attendees.
Looking Beyond
Looking Beyond
Looking Beyond
This project was web-based and relatively static, but the opportunity extended far beyond a guiding interface.
If I had remained on the team beyond my H1B timeline, I would have advocated for improvements to Becker’s early-stage mobile app - transforming it into a more dynamic planning tool. Key features would include synced itineraries, accessibility preferences, adaptive reminders, and context-aware support.
With today’s AI capabilities, the app could evolve from a digital brochure into a real-time conference assistant. That’s where I see the future of design: not just solving problems, but anticipating them and adapting in real time.
This project was web-based and relatively static, but the opportunity extended far beyond a guiding interface.
If I had remained on the team beyond my H1B timeline, I would have advocated for improvements to Becker’s early-stage mobile app - transforming it into a more dynamic planning tool. Key features would include synced itineraries, accessibility preferences, adaptive reminders, and context-aware support.
With today’s AI capabilities, the app could evolve from a digital brochure into a real-time conference assistant. That’s where I see the future of design: not just solving problems, but anticipating them and adapting in real time.
This project was web-based and relatively static, but the opportunity extended far beyond a guiding interface.
If I had remained on the team beyond my H1B timeline, I would have advocated for improvements to Becker’s early-stage mobile app - transforming it into a more dynamic planning tool. Key features would include synced itineraries, accessibility preferences, adaptive reminders, and context-aware support.
With today’s AI capabilities, the app could evolve from a digital brochure into a real-time conference assistant. That’s where I see the future of design: not just solving problems, but anticipating them and adapting in real time.