Making a 10-year-old event feel fresh
Context: Summit is Entrata’s biggest event of the year. The company flies hundreds of clients into Salt Lake City for a week of keynotes, breakout sessions, celebrity guests, networking, and parties.
The problem: Previous Summit websites were clunky at best. Each had 5+ pages you could navigate to, and all of them featured different information: an overview, travel & hotel accommodations, the agenda, FAQs. Entrata wanted to remove friction from the user experience and make the whole ordeal feel more like a big tech event (which it is, kind of).
The solution: With event emails being sent regularly and the FAQs providing so much of the information about the event, I consolidated everything into one page (except for the agenda and FAQs). I wrote the copy for the page and made a loose wireframe (that included new or refreshed modules) in a Google Doc. That made the website design way faster because it provided a general flow and layout for the web designer.
The result: The executive team loved it. The site reads and looks much more like a big event for the industry. Hundreds have already registered and spots are filling up fast.
