Tianyu Qiu's Design portfolio
Virtual Event
VMworld 2021
Digital Team Lead: Wilson Tang
Project Manager: Corey Gosselin
UX/UI Designer & Art Director: Tianyu Qiu
Graphic Designer: Rachel Kutos
Client /
VMware
Role /
UX/UI Designer, Art Director
Agency /
Freeman
Year /
2021
VMworld is a global multi-cloud conference, hosted by VMware. It is the largest multi-cloud-specific event. It has been held in San Diego in 2004; Las Vegas in 2005, 2008, 2011, 2016, 2017, and 2018; Los Angeles in 2006; and San Francisco in 2007, 2009, 2010, 2012, 2013, 2014, 2015 and 2019. Due to the pandemic, it converted to a fully digital event in 2020. VMworld is remained as a digital event in 2021. Freeman designed many of VMware's in-person event, as well as VMworld 2020. VMworld 2021 is a larger challenge both in the perspective of visual representation and additional digital interaction features.
The conference normally lasts between 3 and 5 days and consists of breakout sessions, panels, exhibit hall, and hands-on labs. The first conference was held in the Fall of 2004 and attracted more than 1600 attendees and over the years has attracted over 20,000 attendees annually.
Project Goal & Research
During the early design and development process, we need to understand the scope, client's business goal, requirements, and previous event data for the digital event. Then we take information to early research and design process.
Business Goal
Educate and Engage existing and new customers
Shift brand perception
accelerate pipeline
Web Experience Goal
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Create a seamless user experience for the VMworld attendees to find content on different subjects.
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Develop multi-level digital engagement with the attendees using different platforms throughout different session types, such as Zoom, Slack, VMware Talk.
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Increase engagement rate by using gamification to incentivize attendees to participate different sessions, keynotes, or activities.
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Create a full and consistent design system for VMworld 2021 by using VMware’s existing brand guideline and VMworld 2021 brand impressions.
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Leverage paint splash brand impression to create immersive web experience across all the pages on different types of devices..
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Accessibility
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Create interactive video interface for 8 Channels
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Map pre-event navigation to VMware.com, which uses AEM (adobe Experience manager).
Research
Most of the researches and data from previous virtual events are highly confidential that I cannot share. The research was mostly quantitive research based on VMworld 2020’s platform metrics, attendee surveys, and other channels from chats, event supports and etc.
Features
Our design and develop team discussed with clients in depth about the successes and regrets from VMworld 2020, and figured out about the contents and features that would be the focus for VMworld 2021.
Feature Prioritzation
Then we prioritized all the features and contents.
MVP
Develop an immersive, interesting and multi-level digital engaging experience for VMware’s existing and potential clients and users in VMworld 2021.
UX Design Exploration & Sketches
With the understanding of MVP, business goals, features and contents for VMworld 2021, we started map out the site map and user flows prior to sketches and wireframes.
Site Map & User Flow
VMworld 2021 would have four release phases, the stategy is to combine with digital marketing campaigns to increase reach and engagement rates to build up hype for the virtual event. We map out the site map and registration user flow at the early to figure out the user journey prior to designing wireframes and sketches.
Sketches & Low-Fidelity Wireframes
UI Design Exploration
The challenge of designing the user interface for VMworld 2021 is that we need to be aware of both VMware's company brand, as well as the VMworld 2021's event branding. So we inspected VMware's design system, and designed a unique set of design system for VMworld 2021.
VMworld 2021 Branding
VMware branding team provided a set of theme images and track gradient for VMworld 2021.
Design System
I designed a whole new design system for VMworld 2021 by using both VMware.com design system and VMworld 2021 brand impressions.
Custom Designed Video Player and interactive interface
This video player interface is custom designed for the 8 channel TV switcher for 8 different channels of contents which would be streamed live during the event days.
Video Player
Hover state with session info
Info, Q&A, Chat panel on the right side
Eight Channel TV Switcher
Slack channel button
Selected Channel with the upcoming sessions
Navigations
Incorporating the paint theme into the navigation, each track/channel has its corresponding colors as well.
UX Design
While working on finalizing the high fidelity wireframes, we took the VMworld 2021 brand impression and the new UI design system we developed, then work those into the UX sketches and user flow.
VMworld 2021 Home page
Keynote
Highlight keynotes/sessions
CTA to all the sections including Hands-on Labs, Demos, Entertainment Zone, VMworld Challenge(Gameing), and Networking
Multi channel video player
and chat function
Voice of VMworld
Highlight Speakers
Curated Experts' Playlists
Sponsor Banners
Sponsor Banners
Hero Image Parallelogram
VMworld 2021 Track/Channel page
Video Player, when channel is switched, it also switch to the corresponding channel page.
Recommended Sessions of this channel
Expert of the Channel
The link goes to her list of recommended sessions
This Section includes the channel's demos, sponsor booths, and networking channels
This Section includes the trending topics on this channel
Featured speakers of this Channel
Sponsor Banners of this Chanel
Hero Image of this Channel
VMworld 2021 Session page
VMworld Challenge Page
VMworld 2021 website recording
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