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"Power of Common" Global Webinar
(Event Design)
"Power of Common" Global Webinar
(Event Design)
A global intracompany event on the impact of building customer-centric experiences
Client: Fidelity Investments
Duration: Dec 2023 - Feb 2024 (3 months)
Design Team Size
3
Role
Creative Director
Reach
approx. 2,300 attendees
Design System
Fidelity Design System
Event Type
Hybrid Webinar Presentation
Tools
Figma, Microsoft PowerPoint
Summary
Summary
The Challenge
The Challenge
How can we engage a global internal audience in understanding that customers expect a consistent digital experience, regardless of the business unit they interact with?
My Solution
My Solution
We designed and delivered a global hybrid event by highlighting a relatable customer's story, coordinating with 40+ partners, and creating 20+ custom graphics—to engage 2,300+ associates on the importance of seamless, customer-centric digital experiences.
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 and Customer Story For Approval > Researched Tools and Tech Needed > Drafted Marketing Strategy
Planning: Finalized Invitees, Agenda > Prepped 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 which information Technology Associates would find relatable and aligned with the value of creating shared digital experiences across teams, I conducted in-depth qualitative research.
Qualitative Research
Qualitative Research
To ensure the event was impactful, clear, and relatable, I began by informally researching what aspects of the program associates around me found confusing or unclear.
Insights Gained:
Associates expressed a lack of clarity on alignment, unsure how the Digital Priorities connect or which leaders are supporting the work
There was an unclear understanding of the impact on the customer, with questions about where digital experience issues occur
Associates wanted a clearer sense of the customers' perspective, including which areas are impacted
PHASE 2 of 6
Define
Define
Personas
Personas
Key personas who wanted a clearer understanding of the impact of the current digital experience on customers included Scrum Masters, Architects, Chapter Leaders, Squad Leaders, UX Designers, and adjacent technologists.
Defined Features to Build
Defined Features to Build
Major Event Elements
Major Event Elements
A Playback of a Customer Call
A Relatable Narrative of Customer Moving through the Digital Priorities
Summary of Program Initiative
Shared Opportunity for Associates
6 Architecture Focus Sessions
And more
Minor Event Elements
Minor Event Elements
Branded Slides
Branded Custom Characters of Speakers
Attached 3 column
See Link to Pixel Pals
Rehearsals and Tech Checks
Post-Event Feedback Survey
And more
PHASE 3 of 6
Ideate
Ideate
A series of storyboard sketches outlining the customer’s journey across various touchpoints.
PHASE 4 of 6
Prototype
Prototype
No prototypes, only mock drafts of the presentations were road showed for feedback from
PHASE 5 of 6
Test
Test
Qualitative Research
Qualitative Research
After drafting a customer story about updating their name online and sharing it in roadshows, we gathered the following insights
Insights Gained:
Include the actual voice of the customer (e.g., recorded calls) to create empathy and highlight real experiences
Simplify the narrative and reduce speaker transitions to maintain clarity and audience engagement
PHASE 6 of 6
Implement
Implement
Launch
Launch
Held a well-received 50-minute event on February 27, 2024, featuring a compelling, hypothetical customer journey to illustrate the need for cohesive digital experiences
Included a recorded customer call and multiple leaders as presenters, each highlighting their area of the digital experience, culminating in a clear call to action for team involvement
Led the creative direction—crafting, refining, and testing the narrative; branded the slides; ran a supporting marketing campaign; and designed custom characters and graphics (also stickers) to keep the audience engaged
Impact
Impact
2,202/8,392 (26%) Associates attend via Zoom
Attendees joined from Canada, China, India, Ireland, Jordan, the United Kingdom, and the United States
88% (220/251) of survey respondents found the event to be Very or Extremely Valuable
Top Associate Feedback: Great storytelling, Easy to follow with an impactful message
Lessons Learned
Lessons Learned
Associates really enjoy hearing the customer's voice - a direct peek at their experience and hearing the pain in their voice from a bad experience
Leave more time for Q&A
Streamline the editing process for post-event content
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