Latest / Sales Pipeline Radio / From Vision to Reality: Event Strategy for Business Impact

Transcript

From Vision to Reality: Event Strategy for Business Impact · Sales Pipeline Radio

• 0:15
  Matt Heinz: Well welcome everybody.
• 0:16
  Welcome to Cvent CONNECT, first podcast recording here.
• 0:18
  We are outside the Innovation Pavilion on the third floor of the San Antonio
• 0:22
  Conference Center, and excited to kick this off with Mark and Jen from Workhuman.
• 0:26
  Guys, thanks so much for joining us.
• 0:28
  Jen Mangini Perry: Thanks for having us.
• 0:29
  Matt Heinz: So this is kind of a last minute addition to our schedule,
• 0:31
  which, you know, is apropo on brand for conferences and events.
• 0:34
  As much as we tried to plan them, it's a lot of, we were
• 0:36
  talking before we got started.
• 0:37
  It's a lot about that sort of chaos and living and leaning
• 0:39
  into that chaos of events.
• 0:41
  Jen Mangini Perry: You have to love it.
• 0:42
  You have to love the chaos or this is not the field for you.
• 0:45
  Matt Heinz: Yeah.
• 0:45
  Yeah.
• 0:45
  Mark Correira: Ready for everything.
• 0:46
  Matt Heinz: So you guys have worked together a long time, right?
• 0:48
  It's like 10 plus years or something?
• 0:49
  Yep.
• 0:49
  So just quick introduce yourselves and the role you play and
• 0:51
  sort of how you work together.
• 0:52
  What's the magic there to make events work successfully.
• 0:55
  Mark Correira: I'm Mark Correira, the director of Go-to-Market
• 0:57
  Technology at Workhuman.
• 0:58
  I've been there about 14 years now.
• 1:00
  And I've been working on Workhuman Live, which is our flagship
• 1:02
  event since its inception.
• 1:04
  Jen Mangini Perry: Yeah, yeah, same.
• 1:05
  I've now been with the company for 10 years.
• 1:07
  I started the same year that we started our big flagship event, and I oversee
• 1:11
  content and creative for all of our events which includes a couple in
• 1:14
  Europe as well as here in the States.
• 1:17
  Matt Heinz: So much we have to talk about here.
• 1:18
  And the one thing I wanna start with is not just producing events, but
• 1:21
  thinking about event experiences.
• 1:23
  What's the difference between doing an event and really prioritizing and planning
• 1:27
  for experiences people have there?
• 1:30
  Jen Mangini Perry: I don't know if there is, I don't think
• 1:31
  there should be a difference.
• 1:33
  Matt Heinz: Ah, okay.
• 1:33
  That's a trick question.
• 1:33
  You passed.
• 1:34
  Yes.
• 1:35
  Jen Mangini Perry: So I come from brand and I think that all
• 1:37
  events are brand expressions.
• 1:40
  Mm-hmm.
• 1:40
  But they're the fullest form of the brand.
• 1:43
  Somebody said that on stage yesterday, and I loved the way that he said that.
• 1:45
  I think it was actually your CEO, about how the brand expresses
• 1:50
  itself in 3D, how your people are.
• 1:53
  That's right.
• 1:53
  All of the fonts, colors, all of the things, but it's really.
• 1:57
  You know, what is that statement about?
• 1:58
  Nobody remembers what you said it was how you made them feel.
• 2:01
  Exactly.
• 2:01
  Exactly.
• 2:01
  And so there's this whole sensory and three dimensional experience
• 2:04
  of a brand in its event.
• 2:07
  It either fails or it succeeds and it's true or it's false when
• 2:10
  it comes to your brand promise.
• 2:12
  Yeah.
• 2:12
  When it's an in-person event.
• 2:14
  Mark Correira: And I think from my perspective, being in charge of like the
• 2:17
  event technology and those kinds of things it's important for me to understand.
• 2:21
  And to ensure that our attendee experience is as seamless
• 2:24
  and as flawless as possible.
• 2:25
  Yeah.
• 2:26
  Jen and I talked in a session we gave yesterday about the best parts
• 2:30
  of creative and technology are when they're not something memorable.
• 2:33
  Mm-hmm.
• 2:34
  They're invisible, almost invisible to the attendee, like registration.
• 2:36
  You want that to be a seamless, flowy experience that someone comes in, gets
• 2:40
  their badge and walks away and it doesn't leave a lasting impression in their mind.
• 2:44
  Matt Heinz: Yeah.
• 2:45
  Talk about the importance of having people thinking about the
• 2:47
  brand and the experience, really collaborating tightly with the tech
• 2:50
  teams that are producing the events.
• 2:52
  'cause sometimes they don't always speak the same language.
• 2:54
  Right.
• 2:55
  Talk a little bit about what best practices of making that work.
• 2:57
  Jen Mangini Perry: So what is, again, some of the things that we had said
• 3:00
  yesterday, I think we talk about all the time is bring your tech
• 3:02
  people into the conversation early.
• 3:03
  Yeah.
• 3:04
  I think that there's, if I have five ideas and I take those ideas to leadership.
• 3:09
  They approve one of them.
• 3:10
  I take the one idea to my tech person mm-hmm.
• 3:13
  When really my perception about how we would implement it on
• 3:17
  the other four might be wrong.
• 3:18
  It might be incomplete.
• 3:20
  Yeah.
• 3:20
  You know, Mark might say, oh, well actually I could make that work.
• 3:23
  It might be different.
• 3:24
  Yep.
• 3:24
  So what got approved, it wasn't a true representation of what was possible.
• 3:30
  And I like to live in the land of the possible and never sleep on a great idea.
• 3:33
  So if I have five ideas, and I take to Mark and he can tell me, well,
• 3:37
  two of those aren't actually viable.
• 3:38
  If that's the outcome, we need to do different things.
• 3:42
  Mm-hmm.
• 3:42
  But then he can one up an idea.
• 3:43
  Mm-hmm.
• 3:43
  He can say, okay, I could actually make that bigger.
• 3:44
  I could make that, you know, an augmented reality.
• 3:47
  I could make that all sorts of different things.
• 3:49
  That's right.
• 3:49
  How do I achieve that?
• 3:51
  So bring in your people as early and collaborate with them on the ideas.
• 3:56
  Let them come up with half the idea.
• 3:58
  Mark Correira: Yeah, yeah, yeah.
• 3:59
  And I think that's my role is really to bridge between the creative and the
• 4:02
  possible, you know, understanding our tech stack and knowing what our limitations
• 4:06
  and our capabilities are, and being able to think not just outside of the box, but
• 4:10
  be able to take an idea or a proposal and be able to pivot that slightly so that
• 4:15
  it fits more closely with what's feasible within our tech stack and doesn't, you
• 4:20
  know, blow us out of budget or mm-hmm.
• 4:21
  Or isn't overly complicated for the attendee.
• 4:23
  So it's important really to have that collaboration and have that give and take
• 4:27
  so that we can both kind of step on either side of the aisle and I can give Jen some
• 4:31
  creative feedback or she could give me some technical feedback like, what if it
• 4:34
  did this, or what if it was that color?
• 4:36
  Mm-hmm.
• 4:36
  It's really important to blur the line in between creative and technology.
• 4:39
  Matt Heinz: So let's take that another step and talk about the difference
• 4:42
  between creating the integration between creating great experiences at events
• 4:46
  and getting people into the product.
• 4:48
  Especially when you're doing, like, think about the flagship event you
• 4:50
  have, like, we're not doing this just to give people great experiences.
• 4:52
  We need them to keep paying us, right?
• 4:54
  We're doing this to get new customers, to keep customers happy and loyal.
• 4:57
  So we want them to see like, typically we're doing new features, we've got
• 5:00
  new products, we're launching, we want them to get into that, but there's an
• 5:03
  experience component to that as well.
• 5:05
  Talk about bringing those together.
• 5:07
  Jen Mangini Perry: So,
• 5:11
  there's so many things, when technology is, you know, again, siloed in that
• 5:15
  executional sort of way, they're not often told to think about the business outcomes.
• 5:21
  Yep.
• 5:21
  And I think when you involve your tech partners and you think about
• 5:23
  the business outcomes and creative doesn't get too in love with its ideas.
• 5:27
  Yeah.
• 5:27
  And you're thinking about the business outcomes, that's when the
• 5:29
  collaboration really starts to happen.
• 5:30
  And so we talk a lot.
• 5:32
  We're both very friendly and have deep relationships with our sales team.
• 5:36
  Yeah.
• 5:36
  And with our customer experience people, we know how the product works.
• 5:39
  We also use the product.
• 5:41
  Mm-hmm.
• 5:41
  At our company, we are the biggest super user of our product.
• 5:45
  And it is a fantastic thing to use.
• 5:46
  So we have a personal interpretation of it.
• 5:49
  And then so when we get together and say, how do I get somebody
• 5:51
  to understand this quickly?
• 5:53
  Right?
• 5:53
  Because our competitors like to say that our technology is complicated.
• 5:58
  Mm-hmm.
• 5:58
  And I'm gonna say it's robust.
• 6:00
  There you go.
• 6:00
  And there's a big difference between the two.
• 6:02
  But at an event, you have the element of time.
• 6:05
  Yep.
• 6:05
  It's shortened.
• 6:07
  How do I get you to experience what our product can do for you?
• 6:11
  Yep.
• 6:11
  In a shortened, gamified way.
• 6:12
  So I don't know if you want explain like the Gratitude Bar,
• 6:14
  like how we sort of got to that.
• 6:16
  Mark Correira: Well, sure.
• 6:16
  And I mean, even before we get to that, one thing that we do with our activations
• 6:20
  are make sure that we align some type of analogy between what the attendee is
• 6:26
  experiencing in their activation mm-hmm.
• 6:28
  And some portion of the product.
• 6:29
  Matt Heinz: Yep.
• 6:29
  Mark Correira: So they're not just running around grabbing
• 6:32
  swag, water, bottle, socks, right.
• 6:34
  Stress balls, all those kinds of things.
• 6:36
  We make sure that almost all of our activations have some common thread
• 6:40
  that ties back to either a thought leadership or a focus area for the product
• 6:45
  and some stress point or some issue that the product is trying to solve.
• 6:49
  Mm-hmm.
• 6:49
  But also tie it back to the way that the user might interact with the product.
• 6:54
  So one thing, as Jen mentioned that we developed over time throughout
• 6:57
  the event was our version of what we call a Gratitude Bar.
• 7:00
  So obviously Workhuman sells our rewards and recognition, it's peer to peer.
• 7:04
  And we came up with kind of an outside of the product, very light version
• 7:08
  of the rewards and recognition flow that we call the Gratitude Bar.
• 7:13
  And we activate that within the event via iPads.
• 7:16
  We have a digital wall that shows like the award feeds, so all
• 7:19
  the moments that are going back and forth between our attendees.
• 7:21
  And in recent years we've actually embedded that into the mobile app as well.
• 7:24
  Yeah.
• 7:25
  So everywhere the attendee goes throughout the event they have that
• 7:28
  ability to give and receive recognition and it really takes almost no effort
• 7:33
  from them from there to be able to introduce them to a sales person.
• 7:37
  Mm-hmm.
• 7:37
  And it's really a much warmer introduction into the sales process than it would be
• 7:42
  if you were just hovering or the sales person was just hovering, kind of waiting
• 7:47
  to pull someone into their demo booth.
• 7:48
  It feels almost car sales mini.
• 7:51
  Yeah.
• 7:51
  If it's that way.
• 7:51
  But if they have that warm introduction and they say, oh, I noticed you just
• 7:55
  gave a recognition moment to one of your colleagues, why don't you
• 7:57
  just step over here for a couple minutes and I can show you how you
• 8:00
  can bring that back to your company and really build and foster culture
• 8:03
  within your company using our product.
• 8:04
  Jen Mangini Perry: This is one of the ways that I think we get
• 8:06
  a lot of executive permission.
• 8:08
  Yeah.
• 8:09
  And alignment and approval on something that's very expensive.
• 8:11
  Events are not cheap.
• 8:12
  Yeah.
• 8:13
  We know that, you know, being in the business, if you were using events as
• 8:15
  a cost per lead, like that's expensive.
• 8:19
  Yeah.
• 8:19
  You know, when you're thinking about it from the business's point of view.
• 8:21
  And so when we create these activations and things for the users and the
• 8:25
  attendees to get value out of playing with a thing and networking and learning.
• 8:29
  Mm-hmm.
• 8:30
  But we need to tie it to something in the business.
• 8:32
  If I'm gonna pay to build some crazy bespoke activation, it's
• 8:36
  gotta tie to the theme of the event, pain points of my audience.
• 8:39
  It, which is a way that the brand shows our audience.
• 8:42
  We know you, we understand what your pain points are.
• 8:44
  Yeah.
• 8:44
  And then also tie it to the product.
• 8:46
  And so every activation ties to performance recognition, gratitude,
• 8:51
  we use them a lot to flip myths or preconceived notions about what the
• 8:55
  product is or what the product can do.
• 8:57
  Mm-hmm.
• 8:57
  How do we use all of these play things to say, you think you understand
• 9:00
  what rewards and recognition are, but not the way we do it.
• 9:03
  Yeah, yeah.
• 9:03
  We have something new to show you and sort of bring them in, like Mark said, to draw
• 9:07
  them into those, you know, deeper sales experiences when they're asking deeper
• 9:11
  questions, where they're interested in it.
• 9:12
  And then it's a little less, somebody spraying you with perfume at the mall.
• 9:16
  Matt Heinz: Yes.
• 9:17
  Such great event storytelling examples so far.
• 9:19
  Here we've got Mark and Jen here from Workhuman.
• 9:22
  We're outside the Innovation Pavilion at Cvent CONNECT.
• 9:24
  Mark, you're the director of Go-to-Market Technology.
• 9:26
  Jen, you run content, creative and brand that is oil and water at
• 9:29
  some companies, but you have worked together for 10 years making this work.
• 9:33
  What's some of the keys to the successful relationship you have working together?
• 9:38
  Mark Correira: Sure.
• 9:39
  I think the ability to see each other's perspective mm-hmm.
• 9:43
  Is something that's important to both of us.
• 9:45
  We never come into a conversation or even a meeting about the event or
• 9:49
  anything that we might be trying to do from either a tech or a creative
• 9:52
  perspective with a hard set agenda.
• 9:55
  Yeah.
• 9:55
  Where we always come in open to collaborating, to being able to
• 9:59
  be flexible on either our ideas or what the end outcome is.
• 10:02
  Yep.
• 10:03
  And the means to get there.
• 10:04
  So I think that collaborative spirit is really, really
• 10:06
  important and paramount to us.
• 10:07
  Matt Heinz: Love that.
• 10:08
  Jen Mangini Perry: Yeah.
• 10:08
  I think this is one of those places where I want people to
• 10:10
  think about creative and technology differently, creative and innovative.
• 10:15
  Are two synonyms.
• 10:17
  Mm-hmm.
• 10:18
  And we think of creative as colors and fluff and design and decor.
• 10:22
  When design is a term of engineering.
• 10:24
  And when we think about innovation, we think about technology.
• 10:27
  But without a user interface it's useless.
• 10:29
  Yeah.
• 10:29
  Without the human way to perceive it or, you know, absorb it, it can't happen.
• 10:35
  So I, I think we both have a deep respect for the idea that we are problem solvers.
• 10:40
  We are here to help someone get to someplace better, to some new thing.
• 10:44
  And we definitely have a, you know, no god's no Kings mentality when we
• 10:47
  get into a room to brainstorm it.
• 10:50
  A great idea can come from anywhere.
• 10:51
  Matt Heinz: Good, good, good.
• 10:52
  You know, I think a lot of people, when they design events, when even when
• 10:55
  they talk about doing the next event after something, they use a lot of
• 10:58
  intuition, they use a lot of emotion, they use a lot of anecdotal evidence.
• 11:02
  You guys use a lot of data to pull this together.
• 11:04
  I wanna understand what's on that dashboard.
• 11:06
  What's some of the data you use today to sort of make the next event better?
• 11:10
  Mark Correira: Sure.
• 11:10
  One thing that we certainly pay a lot of attention to are our
• 11:14
  session and post-event surveys.
• 11:15
  Mm-hmm.
• 11:16
  We pay huge attention to the comment section, obviously.
• 11:19
  Yeah.
• 11:19
  We want to know, aside from the questions that we're asking, what
• 11:22
  are the things that are top of mind for our attendees that we may not
• 11:25
  be considering even in the questions that we're asking in these surveys?
• 11:28
  Yep.
• 11:28
  So it's really important for us to come back really synthesize all
• 11:32
  of that data that we come through and compare it year over year.
• 11:35
  We do the same thing with our event.
• 11:36
  We tend to move it around.
• 11:38
  We don't repeat locations very often.
• 11:40
  Mm-hmm.
• 11:40
  And every year is somewhere new.
• 11:42
  So we even follow that mantra like, are we too far away from
• 11:45
  a hotel in this particular city?
• 11:47
  Are we too far away from like the downtown for evening activities?
• 11:50
  And all of that really goes into a lot of the planning as well around
• 11:54
  some of like the less fun logistical things like are we having to do
• 11:57
  shuttles and all that type of stuff.
• 11:59
  But it really does depend on feedback from our attendees.
• 12:02
  Mm-hmm.
• 12:02
  And we're constantly listening.
• 12:04
  We're always gathering feedback either in person or through, you know, an
• 12:08
  event app or a post event survey.
• 12:09
  Yeah.
• 12:10
  So that feedback from the attendees is really paramount to us.
• 12:12
  Yeah.
• 12:12
  Matt Heinz: And Jen, I know a lot of brand and creative folks that think
• 12:14
  of data sometimes as a limiter, but I know in your case, like it actually
• 12:17
  gives you flexibility and freedom to use that as a launching pad.
• 12:21
  Jen Mangini Perry: Absolutely.
• 12:21
  And again our teams are very strategic creatives.
• 12:25
  We might like the blue ad best, but if it's not performing,
• 12:27
  it's not worth anything to us.
• 12:29
  Right.
• 12:29
  You know, I think our creative team looks at it like a science
• 12:31
  experiment all the time.
• 12:33
  How do I make them move, do something different?
• 12:37
  How do I change a behavior?
• 12:38
  Even if we launch the agenda a different time every year, or our
• 12:43
  big keynote speaker, what effect does that have on registration.
• 12:46
  We've learned it doesn't, yeah.
• 12:48
  Our double down data is our double down date, year over year.
• 12:50
  We have a decade's worth of data.
• 12:51
  So, you know, sometimes you're like, oh, well was it the location?
• 12:54
  Was it all these other things that we change about the event?
• 12:57
  Mm-hmm.
• 12:57
  Like what's steady versus what's flexible?
• 12:59
  And it teaches my team what they have power over.
• 13:03
  You know, where can we make strides.
• 13:05
  Where can we test new things?
• 13:06
  Where can we flip a table and start all over?
• 13:08
  Yeah,
• 13:09
  Matt Heinz: yeah, yeah.
• 13:10
  You've referenced sales a couple times, and I want to dig
• 13:12
  into that a little bit, right?
• 13:13
  Because the end of these events, we can talk about experience and everything
• 13:16
  else, but we're gonna look at some hard pipeline numbers at some point.
• 13:19
  And there's a couple angles I wanna take on that first.
• 13:21
  As you're designing an event and as you're designing like the, it's like
• 13:24
  the Innovation Pavilion here, right?
• 13:25
  Like here at Cvent CONNECT, there's a significant portion
• 13:27
  that is Cvent space, right?
• 13:30
  How do you design that at Workhuman to not only allow for a great customer
• 13:34
  and attendee experience, but to give sales the opportunity to do their job.
• 13:38
  Jen Mangini Perry: Mm-hmm.
• 13:39
  So Cvent is only used at events.
• 13:43
  It is a site specific technology, right?
• 13:46
  Like it's on your websites, it's a part of an event experience.
• 13:49
  We're human as a technology should be a part of the daily
• 13:52
  life of all of your humans.
• 13:53
  Mm-hmm.
• 13:53
  And so I think that design should be onomatopoeic, it should feel like what
• 13:57
  it is in every space that it exists.
• 13:59
  Yep.
• 13:59
  And so they're woven together.
• 14:01
  There is no space.
• 14:03
  That is without sales, without the product, without the company's brand.
• 14:08
  Because it's a philosophy, it's a thought leadership.
• 14:10
  We're about connecting human beings to one another.
• 14:13
  Yeah.
• 14:13
  And so that should be present in all the spaces.
• 14:15
  So while we do have, you know, specific places for demos and people to ask a
• 14:18
  question, that's only by the nature of humans, wanna know where to go to get
• 14:23
  breakfast, get coffee, get a thing.
• 14:25
  As far as way finding is concerned, but we try to weave their
• 14:28
  experience in, they attend the sessions, they go to the parties.
• 14:31
  Mm-hmm.
• 14:31
  We want sales to be there to create relationships.
• 14:35
  Right.
• 14:36
  I don't wanna say this too loudly, like I don't care how many demos they show, as
• 14:40
  long as they have deep conversations and connections with the people who matter.
• 14:44
  Yeah.
• 14:44
  We're gonna measure things like, how many demos did we have?
• 14:46
  Of course, those things have to exist in, you know, the day-to-day of the business.
• 14:50
  But really it's about creating spaces for them to have connection
• 14:54
  that then exemplifies this conversation was so great.
• 14:58
  Yeah.
• 14:58
  If we worked together, I would've given you a recognition moment
• 15:00
  and we would've changed the culture of our company together.
• 15:03
  Matt Heinz: Yeah.
• 15:03
  Jen Mangini Perry: And to give sales that narrative is paramount to our company.
• 15:07
  Matt Heinz: I think that's so important.
• 15:07
  I wanna reiterate that for the people in the back that may not be listening, that
• 15:10
  like in the room, the experience you have, it's not the only opportunity to sell.
• 15:15
  Right.
• 15:15
  It sets up future opportunities.
• 15:17
  Sometimes three steps is faster than one.
• 15:19
  And so engineering that and reiterating that.
• 15:22
  Yes.
• 15:22
  And then getting consensus from the sales team.
• 15:24
  To sort of be patient and to be disciplined to do that the right way, that
• 15:28
  isn't always an easy thing to get done.
• 15:30
  Mark Correira: No, absolutely.
• 15:31
  And we also spend a lot of time thinking about opportunities for putting those
• 15:35
  attendees in front of our sales reps.
• 15:37
  So even when we design our Workhuman Central, which is what we call our
• 15:41
  trade show floor, Workhuman live.
• 15:42
  We spend a lot of time thinking about traffic flow, traffic pattern.
• 15:45
  We tend to use a lot of either quadrant based or like hub and spoke model.
• 15:49
  Mm-hmm.
• 15:49
  So that everything flows through the center of that space.
• 15:52
  Yep.
• 15:52
  And one other feature that we tend to keep year over year is
• 15:57
  putting our main stage content,
• 15:59
  Jen Mangini Perry: mm-hmm.
• 16:00
  Mark Correira: Adjacent to Workhuman Central.
• 16:01
  Yeah.
• 16:01
  And we use that as a forcing function so that the only way in and out of main stage
• 16:05
  is to pass through that trade show floor.
• 16:07
  Nice.
• 16:07
  It's forced traffic and it might seem like something that's trivial.
• 16:10
  But the amount of conversations that happen, even in that transition
• 16:13
  time in between leaving main stage and going to a breakout session are
• 16:17
  just another opportunity to get our attendees in front of our sales folks.
• 16:21
  Jen Mangini Perry: I think that's one of the places where I believe that language
• 16:23
  is where you win the game of brand.
• 16:26
  And so as they come out of main stage where they've heard all of the language
• 16:29
  that we want them to hear, whether it's from our speakers or people we've hired.
• 16:32
  Mm-hmm.
• 16:32
  You know, we have a thematic narrative.
• 16:34
  People have come to talk about certain ideas.
• 16:35
  Yeah.
• 16:35
  They walk into this space and we reiterate those words are on signage,
• 16:39
  whether it's digital signage that's moving, or you know, a stagnant
• 16:42
  signage that's there so that they're receiving these messages over and over.
• 16:47
  Throughout it and then the sales team bringing it down to a
• 16:49
  conversational level where they've been surrounded by a whole concept.
• 16:53
  Yeah, it's a 360 understanding of the brand.
• 16:55
  Matt Heinz: Love it.
• 16:55
  All right.
• 16:56
  We only got a couple minutes left to finish up with you guys.
• 16:58
  I wanna do a lightning round question for each of you.
• 16:59
  So we talk about best practices.
• 17:01
  I want a cautionary tale, it can be a dumpster fire, but I want a short, very
• 17:05
  short story of like something that you would recommend other people avoid in
• 17:09
  doing events based on your experience.
• 17:10
  Mark Correira: I'll say overcomplicating registration.
• 17:12
  Yeah.
• 17:13
  We talked about this in our session as well, but at one point we had 18
• 17:16
  different badge types that needed to be printed at registration.
• 17:19
  Matt Heinz: Oh Lord.
• 17:19
  Yeah.
• 17:19
  Mark Correira: And just taking all of that philosophy and all of those touch
• 17:22
  points and simplifying that down to as few that's still accomplished the same goals.
• 17:26
  Matt Heinz: That's fantastic.
• 17:27
  Jen Mangini Perry: Same in creative, overcomplicating too many names,
• 17:29
  too many colors, too many elements.
• 17:31
  We did this one year where every space had like 17 things going on
• 17:35
  and I was like, that's so confusing.
• 17:37
  And one of the places where we realized how confusing it was is we
• 17:40
  were trying to consolidate it into the app and I was like, why does this
• 17:42
  have 92 ways to categorize itself?
• 17:45
  Which was unnecessary.
• 17:46
  It was very pretty and very shiny, but also not simple, not
• 17:49
  as easy from the user perspective.
• 17:51
  Matt Heinz: Yeah.
• 17:51
  Less is more.
• 17:52
  Yes, less is more for the user, for the experience for you to
• 17:54
  have to produce this as well.
• 17:55
  Yes.
• 17:55
  That's a great lesson.
• 17:56
  Awesome.
• 17:57
  Mark and Jen from Workhuman.
• 17:58
  Thank you guys so much for joining us here today.
• 17:59
  Jen Mangini Perry: Thanks you so much.
• 17:59
  Mark Correira: Thank you so much.
• 18:00
  Pleasure to be here.
• 18:01
  Thank you.
• 18:01
  Jen Mangini Perry: This was great.