Telstra Vantage
Telstra’s yearly tech and information conference
Executive Summary
Telstra wanted to introduce a post Vantage experience in which the user could receive a content report of who and what they saw and experienced at the conference. The attendant would receive an email after the conference which gave them their Telstra Vantage Trip report, highlights and trends of the festival, offers which were Vantage specific and video highlights.
As the UX designer and Visual Designer on this project and with limited resources and time we set to work focusing on the most important element in the email marketing campaign, the trip report.
1. Discovery
Looking at existing festivals, both tech and music, I found the majority of post conference experiences to be lacking and not what the attendant gets to experience at the event. So we took that in to account and tried to make the experience more visual rather than content heavy.
We also planned out how we could potentially bring heat mapping and tracking into the authorised user content, however we came up against a lot of blockers from the team developing the app for the festival and struggled to take full advantage of the information they were gathering.
2 & 3. Ideation & prototype
We spent the next few sprints testing paper prototypes and low fidelity wireframes with attendees from the previous year. We also held brainstorming sessions within the team as well as facilitating user workshops.
4. Test
Testing was done with a wide birth of users from the festival’s previous years and over 40 people were tested individually to understand the different needs for different sized businesses.
One of the major issues users had was the exporting of their trip report. The users complained that the process they went through was very long to just get an interactive pdf as a result, so instead an individual url was created for the user to access and more functionality and interaction was brought in over the last few sprints.
5. Release
Telstra were extremely happy with the outcome of the trip report and received massive engagement from a wide variety of their user base.
