IBM Think Pop-up Experience: Transforming Event Communication through User-Centered Design

Under the Think brand, local IBM flagship events are hosted, such as the Think Pop-up Experience in Berlin. For this unique event, I’ve been crafting an entirely new web experience.

Integral to this event were numerous side events organized by various marketing managers. In a bid to streamline the efforts both internally and for our customers, we envisioned a web experience that would spotlight these side events.

Within the tight timeline of approximately three months, I assumed the role of Lead Designer. Together with the event management team, we defined goals and conducted interviews with marketing managers to understand the key elements for the website. The outcome was a versatile template, populated through the Strapi CMS.

The entire website was crafted in compliance with IBM's guidelines for marketing websites. Non-existent components from the Carbon Design System were designed and developed from scratch, including a universally adaptable agenda component.

Following user testing through guerrilla testing, I transitioned into front-end development, utilizing React and Next.js to bring the designs to life. Other developers in the project managed CMS integration, database setup, and connectivity.

Upon the website's launch, we received an overwhelming influx of positive feedback, both internally and externally. Marketing managers embraced the CMS integration, and external audiences found the website to be engaging and intuitive.

The overall event garnered several marketing awards, and as an integrated web presence, the website contributed significantly to this recognition.