leanne bathurst

Client Forum 2015 Mobile App

Background
MCG hosts a Client Forum event for clients and prospects annually. In an effort to embrace current technology, the committee voted to build a mobile app for Client Forum 2015. While the healthcare audience is less tech-savvy than average, MCG hoped that launching a mobile app would allow them to reduce dependence on printed program guides and save on producion costs.

Process
As the design manager for this project, I partnered with DoubleDutch, a mobile app developer specializing in events. Per the specs provided, I designed the app icon and splash screens (for iPhone 4, iPhone 6, iPad Retina portrait, iPad retina landscape, and Android), which incorporated the conference logo, main photo, and branding. I placed the final assets into an Illustrator template provided for production. I also provided branding input for the app UI. Finally, I uploaded and published all of the app content, including an agenda, speaker info, sponsor descriptions and a map, via the DoubleDutch CMS.

Solution
The Client Forum 2015 Mobile App was succesfully launched in the iTunes App Store and the Google Play Store. Due to promotional strategies and onsite assistance, 247 (nearly 50%) of conference attendees downloaded and actively used the app. According to DoubleDutch, the healthcare industry averages 50-60% engagement, which put MCG on the low end of average. There were 57,797 actions within the app, averaging 213.75 per user, which is high. Users were actively engaged, and the app was rated highly in customer surveys following the conference. This success of this mobile app allowed MCG to abandon a printed guide in 2016.