Case Study

How To Pivot Your Conference Into A Media Company: Learnit Case Study

Savvy independent conference producers with postponed in-person gatherings until 2021 are now modernizing their websites to offer on-demand content with the help of Happily’s network of virtual event specialists.

By offering on-demand video content, organizers can experiment with new revenue models including advertising, sponsored virtual events, and subscription video on demand. Read on to learn how Learnit, a global education conference based in the UK, quickly launched an MVP of their new custom web platform in less than a month with the help of Happily’s digital community strategists and web developers.

Before Happily On Wordpress

Learnit after

After Happily With custom code

Learnit After

Step One

Custom or out of the box?

The first step is to decide whether or not a custom web platform is right for you. If you are planning to regularly host a variety of content on multiple platforms, then a custom website may be the right fit.

Learnit, for example, wanted their users’ data to be seamlessly transferred between their on-demand content platform to an external platform called Jublia, which specializes in scheduled networking meetings. Happily and Jublia’s web developers worked together to leverage Jublia’s matchmaking and scheduling API with Learnit’s expanded profile data.

In the end, owning your data allows you to create a single sign-on experience that reduces the friction for your user to convert into an action that takes place on other websites.

Step Two

Assemble your team

After committing to the process of re-building your site, it’s now time to assemble a team who can help you strategize around the new business opportunities, design the new version of the site, and put it to code.

For Learnit, we decided to go with an executive-level backend web developer and project manager with a senior level front end designer. While hourly rates may be higher on the executive levels, the time saved in reduced errors can be invaluable for projects with a tight turn-around time.

In the future, we can always save money later by reducing down to a lower level developer once the site is launched. Spending a little more upfront for expertise in the architecture stage though, can truly by invaluable.

Learnit Step Three

Step Three

Build user personas and workflows

Now it’s time to begin to create user personas. This exercise greatly helps the entire team to built empathy for your users and get clarity on the experience design. It will also shine a light on assumptions about your user’s motivations and needs that should be tested before writing code.

In Learnit’s case, we spent two hours getting to understand the organization’s mission, objectives, and core revenue-generating products as well as mapping out the workflow for their two main user personas. This exercise helped us all to determine priorities for building the site and communicating the nuanced interactions that create a Learnit brand experience.

User personas and workflows are critical steps to the start of any new product feature and most definitely for the launch of a new website with your team!

Learnit Step Four

Step Four

Create a sitemap

With a greater understanding for the desired user workflow, we can then layout a visual representation of how the pages on the website will come interact with each other. Like user personas, the sitemap is an essential part of helping everyone on the team know exactly what they’re building.

Moving too fast can get you into trouble sometimes. With a deadline of 10 business days to launch a fully rebuilt website, we made a sitemap only once at the proposal / scoping phase of the project and didn’t get a chance to update it during the sprint.

Lesson learned: a sitemap is truly a living document and, no matter what the time pressures may be, the small time it takes to maintain clean documentation as you go can save hours in confusion.

Learnit Step Five

Step Five

Wireframe and code

Now, the fun part. Design and code! A wireframe is a document that shows where visual elements will go and code is a language by which you can tell the computer how you want it to function.

For the Learnit project timeline, we went straight to high fidelity wireframes presented through Invision so their team could give feedback on their own time. We worked through two different time zones (UK & LA/West Coast), so the ability to communicate asynchronously on designs this way was crucial.

Regular check-ins and good project management software are critical to rapidly iterating on websites during sprint.

Lastly

QA, QA, and release

With everything ready to go, it’s time to test and test again. And again if you need. Oftentimes we will spend more time in QA than we will in actually creating the website. Seeing your vision come to life can often visualize gaps in thinking from all members of the team.

For the Learnit project, we barely had enough time to test properly enough before their desired deadline of Friday morning so we delayed the re-launch announcement to Sunday.

The process often takes longer than you think, so make sure to pad the time and stay close to the updates to help steer the ship!

Interested in having Happily help you level up? Schedule A Call

July 5, 2020

Celebrating Black Excellence with TikTok and BMF

In honor of Black History Month, TikTok held their first-ever Black Creators’ Summit last week in Los Angeles, at the Line Hotel.

The event was produced by BMF Media, who tapped Happily to build out a customized, VIP travel and registration management system for the attendees to use. We had 3 weeks for this project, from beginning to end - and with so many variables to manage, it was quite an exciting challenge!

Here’s a recap of the TikTok travel experience from the creators’ point of view:

And here’s how Team Happily pulled this off:

On the first day, the Enterprise customer success team at Happily sat down with BMF for about an hour to organize their ideas into a sitemap that could be shared with available technical freelancers on our platform to assess the feasibility.

Our specialists figured it would take 100 hours and 5-7 days to launch an initial working prototype.

Happily’s website development specialists built a registration website from scratch within a week, carefully designing it to fit within the pre-existing creative for the event and complex requirements of a highly customized registration experience. They programmed the back-end database to collect and organize each attendee’s general registration information, personal travel needs, and special details for a digital yearbook for the event.

Learning Page

The following week, we launched the site and our travel concierge team of rockstars Linette, Tamara and Da’Vida began collecting all the data necessary to begin booking air, ground, and hotel rooms for each attendee. One unique aspect of this process was that several TikTok creators coming to the summit were under the age of 18, so our team had to provide consideration for this by carefully designing systems of safety and compliance for creators requiring guardian supervision.

happilytravelteam

In the third week, our team finalized all the travel bookings and sent custom itineraries to the 150 registered creators, with whom we communicated via both email and text messages. Being able to communicate in such a modern way was extremely helpful given the young, tech-savvy, and mobile-reliant demographic of the creators using our interface!

Of course, things will always go wrong but Happily’s travel team was ready to save the day onsite and around the clock…

<a href="https://www.tiktok.com/@asha/video/6796020539686243590?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796020539686243590" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@asha/video/6796020539686243590?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796020539686243590</a>

The event was a huge success. Held over 3 days, the summit celebrated TikTok’s most creative and effective Black Creators, and offered them opportunities to meet not just each other, but also included educational break-out sessions with inspiring leaders. The creators enjoyed surprise appearances by Tyra Banks, Doja Cat, Terry Crews, Nick Cannon, Tracee Ellis Ross, and more.

<a href="https://www.tiktok.com/@auntieloren/video/6795739841825885446?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795739841825885446" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@auntieloren/video/6795739841825885446?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795739841825885446</a>

<a href="https://www.tiktok.com/@kidscole/video/6796370424600087814?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796370424600087814" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@kidscole/video/6796370424600087814?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796370424600087814</a>

Sponsors of the event included Beats by Dre, Fenty Beauty, Puma, and Lyft, and the unboxing videos were LIT.

<a href="https://www.tiktok.com/@kidrl/video/6795948721658973446?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795948721658973446" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@kidrl/video/6795948721658973446?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795948721658973446</a>

<a href="https://www.tiktok.com/@mandapandie/video/6796314027480976646?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796314027480976646" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@mandapandie/video/6796314027480976646?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6796314027480976646</a>

But in the end, it’s the friendships and the power of the facts spread about Black Excellence on TikTok that made this event truly special.

<a href="https://www.tiktok.com/@docjp3/video/6795701197664783622?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795701197664783622" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@docjp3/video/6795701197664783622?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795701197664783622</a>

<a href="https://www.tiktok.com/@yeahitstyg/video/6795694099467980038?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795694099467980038" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://www.tiktok.com/@yeahitstyg/video/6795694099467980038?referer_url=https%3A%2F%2Fwww.happily.io%2F&referer_video_id=6795694099467980038</a>

We are beyond proud to have been part of this event and to have been able to offer this amazing service to BMF. We brought together the best of human talent and smart software solutions to deliver a custom website and full-service concierge experience for some of the most creative and interesting people in social media today.

See more about the event on TikTok following #makeblackhistory.

This was the third time a major brand has requested a specialized travel team from Happily, and we are always happy to help. We will continue exploring new, more innovative ways to offer VIP travel and production services in the future. If you have an interesting challenge ahead with planning your travel and registration experience, please reach out to us!

February 23, 2020

LUMA's Digital Marketing Summit 2019 Highlights

The Digital Marketing Summit by Luma Partners is an exclusive experience for CEOs and Executives to connect and cultivate conversations for the future of digital marketing.

Team Happily worked with Luma Partners in the past and was brought back to work on their 5th Annual Summit that hosted 300 MarTech leaders in the Silicon Valley. We were excited to help manage the stage for an impressive guest speaker line-up that had industry leaders from major companies like Oracle, LinkedIn, and Quantcast, discuss exclusive digital marketing insight.

It was a special moment to be able to interact with the attendees and watch them get excited about the forward-thinking discussions they just had in their breakout sessions. Watch more of their sessions on demand and get a sense of what type of projects Happily gets to be a part of and join the fun!

December 10, 2019

Client Testimonial with the AKR Foundation

Happily teamed up with the Amy Krouse Rosenthal Foundation to produce its first annual benefit party on October 17, 2019, at the Park West in Chicago, IL.

It was a full evening of entertainment, food, drink, and community while fundraising for ovarian cancer research and childhood literacy.

Yellow Umbrella Party 2019

In attendance were Jennifer Garner, John Green, Tom Lichtenheld, and Luke Sital-Singh who entertained the party, and helped fundraise for the AKR Foundation mission. Our team worked closely with Executive Director, Betsy Katten to make the Yellow Umbrella Party a night to remember and honor Amy Krouse Rosenthal in the best way!

Like all nonprofit organizations, this benefit meant a lot to the foundation and those who were there to support it. So it was crucial that we found the right person to work side-by-side with Betsy and her team.

Yellow Umbrella Party 2019

The AKR Foundation utilized our All-In services, which allowed our team to handpick event specialists and set-up the interviews for them. In a matter of a couple of days, Betsy was able to find the right person for the gig and was so grateful for our help she wanted to share her experience!

December 10, 2019

Plenty Pop Ups

Plenty is a phenomenal company with the vision to make produce universally accessible, and they’re doing this through vertical indoor farms.

Happily has been helping them pop up every week in San Francisco and Seattle, giving the neighbors of their farms the first tastes of Plenty’s greens. (We’re obsessed with their arugula!)

We had a fantastic response, providing more than 10,000 samples (50%+ of attendees) and capturing valuable feedback for the marketing team.

Photos from the gallery here, taken by our friend Marla Aufmuth, are from our pop up at the Renegade Craft Fair.

Plenty Pop Up Marla Aufmuth Renegade Craft Fair

Plenty Pop Up Marla Aufmuth Renegade Craft Fair

Plenty Pop Up Marla Aufmuth Renegade Craft Fair

Plenty Pop Up Marla Aufmuth Renegade Craft Fair

Plenty Pop Up Marla Aufmuth Renegade Craft Fair

November 15, 2018