This project highlights my work on the 2024 Medical Alley Annual Dinner, held at U.S. Bank Stadium in Minneapolis, MN, with over 1,000 healthcare leaders in attendance and keynote speaker Brooke Shields.

I led the design and execution of the end-to-end user experience, including defining attendee registration user flows, designing & building all supporting promotional & registration web experiences, and leading the design & deployment of all promotional campaigns that served as entry points into the attendee registration sales funnel. These promotional elements included the design & execution of email drip campaigns, as well as all social media graphics, and messaging. My consideration of the attendee experience extended into the event itself, where I set the in-person tone through intentional design and branding, ensuring a seamless and engaging experience from start to finish.

End-to-End Event Experience

User Flow For Event Registrations

A key element of the early discovery and planning for the Annual Dinner was ensuring that we had a mechanism to keep all cross functional UX, marketing, and sales initiatives aligned. As a part of this, I worked closely with my sales colleagues to determine how potential attendees might enter our sales funnel via marketing-driven promotions, engage with key call-to-actions, and progress through the registration process.

To aid in this, I created a simple user flow to help clarify where our sales team should focus their follow up conversations to get potential attendees that engaged with a promotion but did not register, back on the “happy path” to registration. This alignment was important to set a unified front between our various marketing and sales initiates so that we could have a consistent outward facing message that was backed up by purpose-built UX.

Webpage Design For Desktop & Mobile

I worked closely with my marketing & communications partners to design & develop our key web pages for the event, ensuring that these experiences were on brand, on message, and most importantly created a clear and enticing path to our primary user actions (i.e. "Register now").

Social Media Assets and Email Drip Campaigns

I led the design and management of the marketing campaign, ensuring brand consistency across social media assets and email campaigns.

To optimize engagement, we tested different content approaches such as comparing event graphics with photos from past events. The results showed that real event photos drove higher engagement and conversion, although graphics featuring our well-known keynote speaker, Brooke Shields, still played a key role in driving ticket sales.

For email marketing, I designed and executed targeted drip campaigns aimed at previous attendees, regional contacts, and member companies eligible for discounted pricing. These strategic efforts contributed to a 12% increase in ticket sales from 2023 to 2024.

In-Person Attendee Experience

As the lead designer, I ensured a seamless and visually cohesive experience for attendees from arrival to departure. Given the size of U.S. Bank Stadium, we prioritized clear navigation and engaging touchpoints to enhance the event flow.

To streamline arrival, we provided valet service, recommended nearby parking ramps, and included a venue map in attendee reminder emails. At registration, large overhead signs helped guests quickly find their check-in area. Wayfinding signage guided them down an escalator, where digital screens welcomed attendees before they entered the breathtaking stadium field.

Inside, strategic signage directed guests to exhibitor spaces, bar areas, lounge seating, and sponsor displays. The jumbotrons and ribbon boards showcased event branding throughout the evening, reinforcing the immersive experience. Attendee badges included table numbers to simplify seating for dinner, where Brooke Shields delivered a keynote on mental health.

The evening concluded with an after-party in a separate space, allowing for continued networking and celebration.

Attendee feedback from post-event survey:
"Lovely event, so glad we could be a part of it!"
"Thank you […] and all the staff for this wonderful event. It was so meaningful and really fun as well."
"Our team had a great time at last night’s Medical Alley Annual Dinner! It’s always a privilege to get together with experts in the industry and celebrate the amazing work Medical Alley does."