THE APPROACH

Discovery Design

PROCESS

Discovery

1. User Research - 2015 surveys data

2. Competitive Analysis

3. Ticket Sales Analysis

4. Google Analytics

5. Usability Testing

6. Competitor Event Observations

7. 2016 Pause Fest Observations

Design

1. Customer Journey Map

2. Personas

3. Ideation

4. Vision

5. Planning

USER RESEARCH

Yes 53%Maybe 24%

No 23%

Yes 49%Somewhat 34%Not really 17%

WHAT THE AUDIENCE THOUGHT“ It's gone straight past the next level to absolutely world class.”

Overall satisfaction of the 2015 Will you attend in 2016

Individual 53%

With a colleague 26%

With a friend 21%

WHY ATTEND & WHO WITH

Education & Inspiration 34%

Pure Curiosity 29%

Community & Network 23%

Industry Requirements 8%

73% of the audience had

difficulty navigating through the festival

NAVIGATION

“I loved the presentations, but I missed out on a few things because I couldn't find them.”

“Could not search for speakers on the app, nor find a map. Ended up using the print out a lot more!”

77% of the audience were in attendance for 7

hours +

AUDIENCE EXPERIENCE

“My body suffered great amounts of pain from no movement and very hard seating.”

91% of respondents were aware there were free events

FREE EVENTS

25% of respondents actually attended the FREE events

Free Meet Ups 72% rated them ‘Loved It’ (based on 19 responses)

78% of respondents stated that they discovered something new

CONTENT

“The program indicated the speaker & the topic, but provided not detail about what the speaker was actually going to talk about.”

When asked to scale the quality of content 44% of respondents gave a rating of 8 +

EVENT TECHNOLOGY

84% of respondents engaged with social media

at the event.

Twitter & Facebook made up 59% of overall

engagement.

“Panels were cancelled or moved around without any

warning or communication on the app, twitter, anywhere.”

83% of the respondents downloaded the app. 61%

said It was ok

COMPETITIVE ANALYSIS

COMPETITORS

Value

Price

8 days 14 days 17 days 2 day

A day each devoted to: • Creative• Tech • BusinessAdditionally networking, conference, masterclass, installations, film, talks, meet ups & live events expo's

3 overlapping main sections: • Interactive (4 days) • Film (6 days)• Music (5 days)Additionally Exhibitions, workshops, meet-ups, sessions, live events & talks

3 main sections across various venues:• Light• Music• Ideas

Design for Business, Research Conference:• Conference• Breakfast• Forums

early bird single $366.39early bird bundle (2 days) $444.66early bird professional(3 days) $673.93early bird (3 days) LTD $1082

SXSW edu $553.74Film $875.82Music $1051Interactive $1535,06Gold $1814.73 (F&I)Platinum $2207.11 (all3)

From $35 Student from $17 to $395 Professional from $290 to $565VIP from $1,000

Duration

Value

Price

Duration 1 day 3 days 4 days 2 dayA day of speakers and panelists

4 areas: • Creativity • Technology • Business • Congress Exhibitions, live performance and networking

• Keynote Presentations • Paper Presentations • Panels • Conference Experience • Social Event • Workshop • Symposium • Doctoral Consortium • Awards

• Design & Creativity • In-House Management • Vision & Leadership • Branding & Packaging • Creative Entrepreneur • Interactive Design

Early bird $165 Student $100 Standard $250 Group discount ( 3 +) $220

SonarPass $250.78-$319.14* Delegate $341.86* VIP $238.63-$531.90*

Student/concession $140 1 day member $250 1 day non member $350

1 day $945.37- $1254.30* 2 day /$1890.75-$2508.60* Big Ticket $2513.54- 2935.68*

TICKET SALES ANALYSIS

Of the 8 tickets available 64.3% of sales generated

from 3 tickets

PAID TICKET OPTIONS

Late - Full Festival Pass

Regular - Full Festival Pass

Saturday

Early Bird - Full Festival Pass, Student - Full Festival Pass, VIP Platinum Pass, VFX JAM, Sunday

69.6% who specified ‘Other’

heard about Pause via word

of mouth

36.3% via Social Media

73% of this is from Facebook

ADVERTISING

How did you hear about Pause?

There were 43 industries identified

INDUSTRY

Startups

Production

Education

Communications

Design

Animation

Arts

Digital

Marketing

GOOGLE ANALYTICS

37.2% of new user traffic was from

Melbourne & 13.4% Sydney

Australia drove 56.9% of traffic with new users

TRAFFIC LOCATION

Majority of the site traffic is driven from Australia with an 80% non-bounce rate of new users. Melbourne & Sydney contribute to 50% of

the new user traffic.

Data reviewed Nov 17th - Dec 17th 2015

TRAFFIC TYPEDirect (36.9%)

to the site however conversion to 1st interaction is low.

Data reviewed Nov 17th - Dec 17th 2015

1ST INTERACTIONOf the traffic moving past the home page 29.7% wanted to

see the schedule, 21.7% speakers and 14.6% tickets.

Data reviewed Nov 17th - Dec 17th 2015

USABILITY TESTING

Task Two

“A little bit confusing”

“There’s a lot of information”

“I’d like to see a traditional schedule”

Task One

“Very clear purchase tickets”

“Interesting that ticket buttons take you to separate places”

“Easy to buy tickets but missing the extra screen, don’t know what the different tiers mean”

USABILITY TESTINGTo identify the usability of the current website 2 male users age 28-42 were asked to complete 2 tasks.

Task one = Purchase a ticket. Task two = Plan your day arriving at 10am and leaving at 4pm.

EVENTS1. Elizabeth Churchill, Keynote Speaker

OzCHI20152. Andy Warhol | Ai Weiwei3. The Future of Festivals4. TEDMED Live Melbourne5. Convergence Science Network:

ELIXIR6. GE Industrial Hackathon - Melbourne7. XX-UX-Melbourne8. Transforming Southbank Boulevard

Community Workshop9. Innovation Week 201510. festival21Data reviewed Oct 29th to Dec 12th 2015

PAUSEFEST 2016

OBSERVATIONS

Session times# People in the audience# QuestionsSpeaker performanceGeneral observationsMood indicator

"It seems so hard to get my company to pay for the tickets, they don't seem to understand the value.” - Audience

"I was apprehensive about being put so far away from the Pause entrance but it has worked out well because I

have had lots of walk in traffic.” - Exhibitor

"I'm getting a lot of questions about how to register, when to register &

access to events.” - Staff

CONTEXTUAL ENQUIRY

INSIGHTS

1. Attendance gradually declined through out the day

2. Each session overtime impacted the next session

3. Each sessions had audience questions4. Audience were working on multiple devices

while listening5. It difficult to networking between sessions 6. Days were very long without breaks7. Comfort is a high priority and ability to move

throughout the event

8. Most people engaged with technology at the event eg Twitter etc

9. The website user flows identified schedule & speakers as the key

content consumed10. Navigation at the event & online was

difficult

11. Social Media, Word of Mouth and the

Website were effective advertising

platforms for Pause Fest

12. Conference ticket prices are higher

in US and lower in Europe/ AUS

2017Design

2017Design

JOURNEY MAP

ATTEND

THE JOURNEY

SHARE

PURCHASE

EXPLORE

Want to connect to the digital community

Career Development

Looking for Education & InspirationEXPLORE

Found out via WOM, Friends, Colleagues

Interested in New Technology

PURCHASE

Located within Australia

Companies are purchasing

multiple tickets

Ticket sales came from 3 options

People knew of the free events

with few attending

Creative Day is consistently more

popularPeople attended for more than 7

hours

Audience didn’t found it easy to

navigate the event

ATTEND

Attended out of curiosity

People were engaging with the

technology to share insights and ask

questions

The audience were sharing there

experience via social media and word of

mouth

Most people had fun

SHAREMost people

stated they learnt something new

PERSONAS

HUNGRY FOR MOREFound out about Pause when it came up in social feeds from senior designers

Is daunted by some of the big picture tech but thinks it’s cool

Wants ‘on tools’ information that can be used now

Can relate when practical examples are shown

Wants to go to the event parties but is nervous about socialising

“Show me practical tips I can use now, and aspirational ideas to save for later”

INDUSTRY EXPERTDecided to go along after some of the seniors colleagues recommended it

Wants value from the ticket costs, will be annoyed if it’s all show and no substance

Has high standards because they’ve been to SXSW and speaks at conferences

Keen to network with emerging talent and see what makes them tick

Likely to be receptive if directly approached to be a VIP or to be more involved

“Prove to me that it’s worth the investment, validate my existing knowledge and surprise me”

INSPIRED OUTSIDER

“I’m looking for new ideas and I want to be part of an energetic environment”

Keen to learn from people in similar industries and how they can change from within

Had to remind their manager to approve the ticket, the manager was only convinced seeing recognisable companies on the website

Felt confident approaching people and introducing themselves as an outsider

Wants to be inspired and re- energised to keep going with their day-to-day work challenges

IDEATION

ThemesContentExperiences

MVP

VISION

What is Pause all about?

What is the point of difference for Pause?

How would you like people to talk about Pause?

What do you want them to experience?

How do you want them to feel before, during and after the event?

Pause this moment in time, Reflect and Connect

PLANNING

CONFERENCECreative Tech Business

The Now - Cube

The Near - Bar Grill

The Future - Deakin Edge

Experiential LearningModerators

Question TechPause Ambassadors

ScheduleCo-Working SpacesCharging Stations

Startup Expo Daily RefreshBrand Activations - Dropbox

Chill and Play Zone

What was different?

2017Results

Venue“It was a shame we didn't get to see some of the speakers, as there wasn't enough room in the venue”

The seating was *very uncomfortable* in all rooms; the smaller rooms were not suitable for a conference of this calibre.

Networking“I loved the closing party, because everyone's guard was down, they were totally relaxed, the best conversations happened as we realised we would never be in the room with this exact mix of eccentric, dream chasers ever again.”

2016

2017

New Experiences

Expectations“I had only attended the Business day - but loved the amount of women that were speaking. A fantastic panel and discussion ran by some kick-ass chicks.”

“Lego serious play! and the idea deathmatch will be utitlise here!”

2016

2017

“To the women on the "Women in Tech" panel - thank-you - the message you gave was very powerful. To all Pause organisers, an incredible event to be apart of, the knowledge gained is something money cannot buy.”

“Please tell Alysha Naples that she was a treat to listen to. Loved her presso and how she communicated her content and thoughts.”

Overall Rating

Yes 49%Somewhat 34%Not really 17%

Overall satisfaction of the 2015

2016

2017

ReflectionsThere is a balance between design and implementationGet the right balance between the customer experience and the timeframeEach change can have an unexpected flow on effectBe conscious of your own biasEmbrace your individuality

Thank You201520162017