Elevating the Travel Experience at Cvent
Cvent, Attendee Hub - Summer 2022
Cvent, Attendee Hub - Summer 2022
June-Sept 2022
Hello Worb, UX Team
OSS-Pink, Development Team
Attendee Hub, Product Team
Interaction Design
User Research
Design Systems
Figma
Respondent.io
UserZoom
I led the end-to-end design direction for the Travel Details feature, integrating important flight and hotel details into our product for a smoother traveling experience for event attendees.
After collaborating with researchers, content designers, and localization experts, my team integrated this feature into our product, contributing to the successful migration of 3,000+ customers from CrowdCompass to Cvent Events. This integration culminated in the sunsetting of CrowdCompass in April 2023.
After gathering user feedback from the UX and Customer Service teams and conducting an internal audit, I identified these areas of improvement:
Information is vertically stacked without minimization which is difficult to scan.
It is unclear whether updates are planner-inputted or automatic
There is a difference in fonts, colors, and icons between CrowdCompass and Cvent
With these focus points in mind, we asked the question...
Once we crafted a strong problem statement, we had a defined direction to go forward in which allowed us to plan accordingly within the timeframe of my internship.
This was the timeline set to pace my internship out, ensuring that I completed my project and got the most out of the internship with my team.
After analyzing 11 applications, I discovered that modern flight displays feature:
• Condensed, expandable information
• Integrated boarding passes
• Security wait times
• Quick access to ride-share apps
In that second week, I took some time to use the knowledge that I gathered from the product team and from my landscape analysis, and I produced some ideas that I shared with my design team.
Information spread was decreased by over 300%, with information being hidden in a separate details page.
There were concerns about inconsistent brand language and overall tone toward the intended users, so they were removed for a simpler look.
This was initially added to educate users about this new feature and improvements.
However, the team was concerned that this page may be quickly skimmed over and skipped completely, so this information was moved to more convenient and reoccurring areas.
After receiving a further understanding of the scope for this project, I made slight adjustments and presented to the customer service team before building the research prototype. After the final critique, we started the research process.
Once we prepared a research prototype, my team and I worked on creating a screener and session guide that was to be uploaded to UserZoom to facilitate and our unmoderated user interviews, and we used Respondent.io to recruit participants that would best match our study.
After we found 8 participants, they provided answers to the unmoderated interview, and the team worked on analyzing the data. Here's what we found:
• Most participants located Travel Details within a few clicks, with half selecting the profile icon first, while only two participants had moderate difficulty locating it.
• Many participants scrolled and explored the home page before finding it.
“If it's my personal info, I probably would look at the little person because it's more generalized towards me and not the entire conference.” -J.H.
• All participants easily located the hotel information and found it easy to read.
• However, some participants wanted clarification that the map was clickable and wished to see a photo of the hotel room.
• Participants found the layout clean and easy to read.
• Most mentioned the absence of flight time, noting that dates and flight times were crucial and wanted it up front.
• 60% of participants couldn't find the flight details page and considered it ineffective
“I'm not really sure what I can do with this information without seeing the flight times...” -C.M.
• Most of the participants missed this message or closed the message without reading it.
• All participants understood the information wouldn't be up-to-date and planned to verify with their airlines.
• Half of the participants found this frustrating and desired a link to their airline with the message.
The prototype received a score of 77.1 when translated to the System Usability Scale, which is slightly below Cvent standards. Even though I was disappointed to not stick the landing at this final step, the results gave me more than enough insight to push this to "Excellent" level.
With the remaining time in my internship, I was able to make some final adjustments to my designs based on the research.
Development specifications were written to provide the best guide for development as possible. ARIA labels and other accessibility measures were also written to deliver to the widest audience.
Development took time, but eventually our efforts contributed to the successful migration of over 3000 customers from Crowd Compass to Cvent Events, resulting in the sunset of Crowd Compass in April 2023. Not only that, but after conducting the same test after the changes were made, we found that the final usability score increased 26%.
This project provided many invaluable insights through collaborating with an amazing, specialized team of research, localization, and customer service experts and being able to leverage an extensive design library.
Not only that, but it showed me some disappointments that can naturally occur as well. Scope-cutting was a crucial item that that necessary to move us forward, and assessing what should be cut and understanding the MVP was vital to the success of this project.
Redesigning on this scale was extremely daunting, but under the guidance of my design leads, Jim Hornor and Keri Plasse, I gained the confidence to tackle this project head-on. Their mentorship empowered me to confidently present ideas and seek assistance when needed.
