Spring 2026 Trade Show
Overview: Created new & updated web pages for the McAneny Trade Show. This was split into three main tasks - The Vendors, The Customers, & The Employees.
Role: Lead designer - digital & print
Tools: Figma, Wordpress (Elementor), Adobe Illustrator, Adobe Indesign.
The Problem
The Vendors
The "Vendors" were actually split into two different categories - Brokers & Vendors - with two separate forms for each.
Problem 1. The wrong registration form was submitted about 50% of the time.
Problem 2. The separate forms caused confusion and disorganization internally when exporting and compiling the information.
Problem 3. Too much important information was packed onto a single page leading it all to get lost within itself.
The Customers
Problem 1. Registration included outdated or unclear questions.
Problem 2. No set Rules for the questions, leading to anything being entered into the type bars. Example - In the Account Number section, multiple lines of text were entered instead of their account number.
Problem 3. Not enough information was provided for the customers.
The Employees
Problem 1. Gathering information needed from employees who would be working at the show had been a challenge.
Problem 2. Lack of consistent communication about show information that needed to flow through multiple channels.
The Research
Reviewed three large scale and two small scale trade show and expo websites. Asked the sales team to gather feedback from their customers then discussed concerns and presented possible solutions to the team and directors. Connected with long standing vendors and brokers to gather feedback and requests.
Findings, Feedback, & Solutions
The Vendors
-
Create one single form called Booth Registration
- eliminates incorrect form submission.
-
Add conditional formatted questions
- eliminates irrelevant sections and decrease form length.
-
Keep important information on a single page with clear separated sections and hierarchy and include buttons at the top to quick jump down to each section
- decreases time to find, avoids page jumping, and increases probability the information is read.
-
Add quick links on the end confirmation page and in the confirmation email
- easier access to other forms needed, increases probability information is found and read.
The Customers
-
Add conditional formatting and rules to the registration questions
- eliminates irrelevant questions and decreases form length, ensures only the information needed is entered.
-
Requested by Sales Reps: Guest Registration - Add a conditional formatted question to the current customer registration form to determine which questions populate
- increases internal organization of attendance information.
-
Create FAQ page and place quick links on confirmation page and in confirmation email
- gives customers easy access to information they need and want.
The Employees
-
Add an email rule to the customer registration form to include the sales rep when their customer has registered.
-
Create a separate password protected page with show information and details for internal use.
-
Initiate show information emails to attending employees.
-
Present finished web pages and all finalized forms at the sales meeting three months before the show. Lead step-by-step training on all customer and employee forms.
-
Follow up at the next sales meeting for any further help and clarification.
The Process & Results
Vendors: Home Page
I was instructed to keep the vendor and customer sides as separate as possible, so I wasn't able to add anything vendor specific to the trade show menu. With the main issue being lack of quick navigation, I added buttons that linked to all the information and forms that the vendors would need leading up to the show. These same links were added to the confirmation pages after a form was filled out and the confirmation emails. This resulted in 90% participation and submission on all vendor forms.
Vendors: Booth Registration
Due to the confusion of the previous vendor and broker registration process, I combined the two forms into one and renamed it to Booth Registration. Adding conditional rules to certain questions kept the form short for those that certain questions didn't apply and made sure we received all the correct information the first time, removing the process of needing to follow up multiple times. This process led to 99% accuracy of vendor and broker registration.
Customers: Home Page
The customer side just needed a cleaner structured layout with a few more details added in.
Customers: Registration
Customer registration was pretty simple as well. I removed old questions, reworded a few that were confusing, added some conditional rules, and created the Guest option that was requested. This updated form resulted in higher completion accuracy and more internal organization of registered customer information.
