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eMerge Architectural Learning Series
(Event Design)
eMerge Architectural Learning Series
(Event Design)
A global cross-business webinar on core, shared technologies
Client: Fidelity Investments
Duration: Jun - Aug 2023 (3 months)
Design Team Size
3
Role
Creative Director
Reach
approx. 250 attendees
Design System
Fidelity Design System
Event Type
Hybrid Webinar Presentation
Tools
Figma, Microsoft PowerPoint
Summary
Summary
The Challenge
The Challenge
How do we effectively communicate the role of shared technology in enabling better digital customer experiences across different business units?
Our Solution
Our Solution
We designed, branded, marketed, and delivered eMerge, a 7-part webinar series featuring 6 CIOs and over 18 speakers, to align business and tech leaders around shared customer experience goals and technologies.
Before
Before
After
After
Skills Applied
Skills Applied
Content Strategy, Design Lead, Event Design Graphic, Design, Interaction Design, Marketing, Presentation Design, Slide Design, UX Research, UX Writing, Videography / Video Editing, Visual Design & Zoom Webinar Design
Workflow
Workflow
Ideation: Defined Goals, Theme, Audience > Built Roadmap > Drafted Plan For Approval > Researched Tools and Tech Needed > Drafted Marketing Strategy
Planning: Finalized Invitees, Agenda, Speakers > Set Up Tech > Updated SharePoint > Booked Venue/Travel > Prepped Materials > Got Final Sign-Off
Execution: Launched Marketing > Hosted Speaker Rehearsals > Set Up Venue > Hosted Zoom Event
Reflection: Sent Follow-Up Communications & Recordings > Shared Feedback and Stats > Conducted Team Retrospective
PHASE 1 of 6
Empathize
Empathize
UX Research
UX Research
To better understand what associates in key Digital Priorities associates (developers, Squad leaders, Scrum Masters, etc.) wanted to hear from leadership, I conducted qualitative research.
Qualitative Research
Qualitative Research
To ensure the webinar would be impactful, I interviewed a diverse sample of representatives involved in the project initiative.
Insights Gained:
Associates want visible leadership alignment, with leaders showing true commitment and unity around a shared plan
They value a customer-centered purpose, where leaders emphasize that the goal is to benefit the end customer, not internal agendas
There’s a clear need for support and efficiency, including better resources and less time spent on repetitive status updates
PHASE 2 of 6
Define
Define
Anonymized Interviewees (Personas)
Anonymized Interviewees (Personas)
The following summary reflects input of the value desired by attendees from a diverse group of interviewees
Kristin
Scrum Master
(Business Unit 2)
"I want to see the leaders united and hear that they have a plan to make all this work come together"
Sentiment Rating: 4/5
Digital Priority: Program B
Company Tenure: 0-5 years
Isabella
Architect/Chapter Lead
(Business Unit 1 & 2)
"At some point, I want leaders to commit to this change beyond just a handshake. How are we getting there from top to bottom?"
Sentiment Rating: 3.5/5
Digital Priority: Program C
Company Tenure: 0-5 years
Sam
Squad Leader
(Business Unit 1 & 2)
"I would like our leaders to reiterate the goal of us doing what's best for the end customer and the org vs others' egos"
Sentiment Rating: 3.8/5
Digital Priority: Program C
Company Tenure: 11-15 years
Ralph
Squad Leader
(Business Unit 1)
"I've been asked grow and deliver, but my previous support has been reallocated for higher priority items; I would like a better transparency and oversight of 'what is priority'"
Sentiment Rating: 2.5/5
Digital Priority: Program B
Company Tenure: 16-20 years
Theresa
Architect/Chapter Lead
(Business Unit 1 & 2)
"I am bogged down with update paralysis - giving updates so frequently, that team and I can't progress. I would like a more efficient process to this"
Sentiment Rating: 2.7/5
Digital Priority: Programs A & B
Company Tenure: 6-10 years
Defined Features to Build
Defined Features to Build
Major Event Elements
Major Event Elements
A Kickoff Panel of 6 Cross-business CIOs (Heads of Technology)
Narrative on the Impact on the Customer
Shared Opportunity for Associates
6 Architecture Focus Sessions
And more
Minor Event Elements
Minor Event Elements
Set Up Zoom and Webinar Location
Rehearsals and Tech Checks
Prepared Thank-You Awards
Post-Event Feedback Survey
And more
PHASE 3 of 6
Ideate
Ideate
Through a collaborative ideation process, “eMerge” was chosen after multiple reviews to symbolize the merging of digital experiences across businesses.
PHASE 4 of 6
Prototype
Prototype
No prototypes, only mock drafts of the presentations were road showed for feedback.
PHASE 5 of 6
Test
Test
Qualitative Research
Qualitative Research
After collecting verbatim from the initial interview, we created a draft agenda and shared it with other teams and leaders for feedback. Below are the insights gathered
Insights Gained:
Ensure the agenda content is clear and highlights cross-business collaboration by featuring heads of technology from multiple areas
Record the event and involve architecture and engineering leaders in sourcing questions for the CIO panel
PHASE 6 of 6
Implement
Implement
Launch
Launch
Launched a kickoff panel on July 25, 2023, featuring six CIOs and two moderators, discussing unified efforts to improve digital customer experience
Conducted six follow-up focus sessions on August 8, 15, and 22, centered on architectural changes critical to cross-business digital capabilities
Supported orchestration and moderation of the sessions to drive alignment and clarity
Set up a landing page just in time for the event for associates to get more information
Impact
Impact
Kickoff Statistics:
296/645 Emailed associates registered
234/296 Associates attended via Zoom
approx. 280 (95%) total attendees
80% (36/45) of survey responders were Very or Moderately Satisfied
Focus Session: avg. 80 attendees per session
Top Associate Feedback: Great recognition of associates in this program initiative, and great quality of the CIO panel
Lessons Learned
Lessons Learned
Ensure logistics and communication are well-managed, like inviting all key participants and verifying that tools like Zoom Q&A and room audio work properly
Improve visibility and presence by making leader names and badges more noticeable, and promote a more in-person event
Make leadership more relatable by using better personal, engaging icebreaker questions
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