ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management—delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners.
ASM sought after a brand-focused, strategic, creative, and technical partner to refine the ASM brand strategy and lead a comprehensive redesign of their website.
ASM Global
Role: UX Strategist, UX Designer
Tools: Figma
Business Objectives & Success Measures
After administering a Google Survey Form with 10 questions to 18 key stakeholders, we were able to create an aligned vision for the website.
ASM aims to revamp their website to tackle two primary challenges: a lack of well-defined content hierarchy and an inadequate representation of the brand.
The current website struggles to organize information effectively and convey the brand's identity, leading to an over-complicated user experience.
The goal of this redesign is to create a visually appealing, simplified and user-friendly website that successfully communicates the brand's values, clearly defines ASM’s unmatched capabilities, and effectively captures leads.
Success measures include: (1) Increase Brand Awareness and Education (2) Create (and leave) a Positive Impression (3) Improve Content Quality (4) Establish Credibility and Authority (5) Retain Existing Customers (6) Capture Qualified Leads
There are two primary audiences we are acknowledging on this website: venue owners and potential partners; each with subsets of audiences with unique needs. The website should achieve the following for these users:
Communicate the brand’s identity, values, and personality
Clearly differentiate between process, values, departments, and services
Demonstrate impact through detailed success stories
Audience Segments
User Interviews
ASM gave us access to 4 contacts within their primary audience, one from each key segment (Municipality, Private Entity, New Development, Affiliate Partner), to help us empathize with our users. Better understanding their values will help prioritize content hierarchy and craft the tone of the information on our website.
From these interviews, we documented the responses via card sorting and arrived at user archetypes for each of our target audiences.
01. Municipalities
As a municipality, I want to find a venue management group to oversee our public event spaces so that we can ensure seamless event operations, attract diverse events, and enhance community engagement.
Values
Strengthening Local Economy
Municipalities value employing local business and hiring staff from their community to boost the local economy.
Public Image & Reputation
Municipalities want events that positively contribute to their public image and showcase the city or town as an attractive destination for both residents and visitors.
Community Engagement
Municipalities prioritize events that foster community involvement and promote a sense of togetherness. A management group that can organize diverse, inclusive, and community-centered events will be highly valued.
Sustainable Practices
Municipalities often have sustainability goals, and they will look for a management group that can implement eco-friendly practices in event planning and venue management.
Venue Owners
02. Private Entities
As a private entity, I want to partner with a venue management group to ensure venue utilization, enhance guest experiences, and maximize revenue potential.
Values
Innovation & Reputation
Being known for hosting forward-thinking, unique, and exciting events can contribute to a positive brand perception and attract return guests for continued revenue opportunities.
Marketing & Branding
Private entities want a partner who has strong marketing capabilities to promote events and build a recognizable brand. They value the ability to target specific audiences, create captivating campaigns, and drive ticket sales.
Profitability
A private entity's primary focus is on generating profits and ensuring a healthy return on investment.
03. New Development
As a representative for a new development, I want to partner with a consultant to help create a successful and profitable entertainment district or venue.
Values
Experience & Expertise
Partnering with an experienced venue management group allows a new developer to tap into their expertise, knowledge, and best practices.
Operational Efficiency
New developers seek advisement on how to help streamline operations, reduce costs, and enhance the overall guest experience.
Network
New developers hope to leverage ASM's extensive industry network to not only attract performers, sponsors, and attendees to monetize the space, but to tap into the preferred partnerships with development professionals.
01. Commercial Partners (Sponsors)
As a potential sponsor, I want to collaborate with a venue management group to strategically sponsor events to enhance our brand's visibility among our target audience.
Brand Exposure
Commercial Partners must ensure a brand's message is effectively communicated to a relevant and engaged audience.
Audience Alignment
Events should align with the brand’s target audience.
Return on Investment
Sponsorships should yield a positive return on investment.
Measurement & Reporting
They seek the ability to provide comprehensive post-event reports, including data on brand exposure, audience engagement, and lead generation.
Partnership Network
02. Promoters or Event Planners
As a promotor or event planner, I want to establish a partnership with a venue management group to collaborate on planning and executing innovative events that captivate audiences and drive ticket sales.
Diverse Venue Portfolio
Promoters/event planners seek a venue management company with a diverse assortment of venue types, sizes and capabilities.
Convenient Tour Routing
Significance in size and the overall number of seats under management provides agents and promoters with an opportunity to book multiple artist performance dates with only one call to ASM Global.
Dedicated Resources
A team of corporate and regional executives who are focused on booking and securing content for managed venues and is involved in daily conversations with promoters, agents, and entertainment organizations to create booking opportunities.
Sponsorship Opportunities/Network Reach
A wide network can connect the promoter with potential sponsors, partners, and advertisers interested in supporting events.
03. Suppliers
As a prospective supplier, I want to establish a partnership with a venue management company to provide goods or services for reputable events.
Large Attendee Base
Venues managed by ASM Global attract a large number of attendees across various events. This means vendors have the opportunity to showcase their products or services to a diverse and engaged audience.
Global Reach
ASM Global operates a vast network of venues and facilities across the world. Working with them provides vendors with access to a wide range of events and markets, allowing for global exposure and business expansion.
Content Organization Overhaul
As mentioned before, the website struggles to clearly differentiate between proceass, values, departments, and services leaving users thinking “so what do they ACTUALLY do?”
Multiple brand acquisitions, mergers, and branded social initiatives under the ASM umbrella didn’t help…
It was critical to align on how this content was organized early, to help inform design.
After aligning on the content organization, we moved into wireframing the website.
A critical component of this process was not only visualizing the website through low-medium fidelity wireframes, but ensuring the final product prioritized content management per the clients requirements.
Elements should be repeatable and easily updated by a non-technical admin user.
This was achieved by creating technical requirement annotations overlaid onto the wireframes in partnership with the lead developer.
These wireframes informed the interactive design.
Below are some select wireframes from the experience:
Wireframes and Functional Requirements
