Feedback-Driven Event Design

An open channel of communication between customer facing teams and product is extremely critical when building technology for events. * The last thing an event marketer wants to see with an event around the corner is a feature launch that changes how everything works. Events are stressful enough and having to re-learn things in their tech platform is the last thing people want. * Either we prioritize feedback and are able to execute and go live in time for a customer’s event or we’re not. It’s pretty black and white and a day can make all the difference. So a really tight loop of feedback with customer facing teams to understand what will truly drive impact is important to making these key decisions. We’re very mindful that if we commit to something we better get it done and if we're uncertain it’s better to be transparent up front and let customers know so people can plan accordingly. To make sure we account for this, we ensure that our product team closely listens to customer-facing teams, making sure essential features are surfaced and prioritized. Our process includes: Open Slack Channels: Our decision making is documented transparently in company-wide slack channels so that if anyone has additional context or alternative approaches that could address customer feedback or influence prioritization, people are open to chime in and add their input.  Transparent Roadmapping: We maintain an open product roadmap that is accessible to our customer-facing teams. This transparency allows everyone to see what’s being prioritized and why. This also makes it easy for customer facing teams to call out features they think would need more communication before going live or things they feel need to be prioritized.  Feature Flags: We often soft launch features so that existing events aren’t impacted but we can always turn them on when needed. Product works closely with customer facing teams to identify features that may need this approach.  Agile Adjustments: Based on feedback, we are able to make quick adjustments to our priorities. Our sprint planning tries to account for 10-20% of unplanned work so we have room to act quickly. This agility ensures that critical features can be developed and launched in time for key events. Regular Feedback Loops: We hold frequent meetings with our sales, customer success, and support teams. We’re able to gather insights and feedback directly from users to understand the immediate challenges event marketers face. Product also showcases early previews of how features will work even when they’re in the design, prototype or QA stages to make sure we’re getting feedback in as early as possible. In the world of event technology, every feature can make or break an event. This is why it’s crucial for us to have a clear and open line of communication between our product team and those who interact with our customers daily. By doing so, we ensure that we’re addressing the most urgent and impactful needs of event marketers.

If your event agenda looks the same for every attendee, you’re not designing for people — you’re designing for averages. And averages don’t attend events. People do. One Size Fits Few: Personalization and Empathy in Event Design Recently, I sat in on a session at an industry event about creating event agendas with "space" beyond standard education offerings —adding things like early-morning yoga or facilitated networking to encourage connection. The intent was solid. The execution? A little too familiar. It assumed everyone’s needs and preferences were the same. But attendees are not “default.” They bring a mix of ages, work rhythms, learning preferences, personality types, and even sensory needs to an event. In 2025, the most forward-thinking organizers are going beyond the one-size-fits-all model: - IMEX Frankfurt 2025 moved past “wellness” as just yoga or meditation. They incorporated neuro-inclusion programming, sober-curious social options, and sessions built using behavioral design principles—acknowledging that well-being is personal and nuanced. - Persona-driven planning is gaining traction, segmenting audiences into groups like early-career professionals, mid-management, executives, or certification-seekers—each with tailored tracks, networking formats, and session styles. When design starts with motivation instead of assumption, experiences resonate far deeper. - RainFocus INSIGHT 2025 showcased adaptive agendas in action—using real-time data to adjust schedules on the fly, repeat popular content, and send personalized in-event recommendations based on attendee behavior. Here's how to move from “standard” to “intentional” in your own agendas: - Ask first, design second. Use pre-event surveys to understand energy levels, networking preferences, accessibility needs, and preferred learning formats. - Create pathways, not programs. Offer multiple formats running in parallel—quiet learning spaces, high-energy networking zones, hands-on labs, and wellbeing options—so attendees can self-select. - Build in flexibility. Leave space in the agenda to repeat popular sessions, add emergent topics, or pivot based on real-time attendee feedback. - Design for all senses and all speeds. Include options for those who thrive in stimulation as well as those who need calm to process and recharge. These approaches share something in common: they center the human experience.They challenge us to ask: - Who are we designing for when we build a “standard” agenda? - What possibilities open up when we let attendees self-direct their journey? - How can we replace assumptions with precision, creating multiple paths for engagement? Inclusive, personalized agendas aren’t about adding more activities to check a box. They’re about designing with empathy—so more people can connect, learn, and recharge in ways that work for them. I’d love to hear from you: What’s one agenda design choice you’ve seen—or made—that truly respected the diversity of your attendees?

Why feedback is the key to event success Feedback isn’t just something to collect—it’s the pulse that keeps your events relevant and engaging. It’s not enough to hear what attendees say; you need to listen, act, and adapt to truly make an impact. Here’s how to elevate your feedback strategy: 🔹 Immediate Action: Collect feedback while memories are fresh. Engaging attendees on-site or right after the event makes a huge difference in relevance. 🔹 Interactive Surveys: Spice up your feedback collection! Fun quizzes, rewards, or unique incentives like “beer on us” cards can turn feedback into an experience. 🔹 Human Touch: Event ambassadors can gather feedback in real time, creating a natural conversation instead of a formal ask. 🔹 Timely Follow-ups: Personalized post-event surveys or messages within 24 hours show attendees you care and are already planning improvements. The bottom line? Feedback fuels your next move. The more you turn attendee input into action, the more your events will leave a lasting impression. Check out these 2 booths, one year apart… I stayed in-tune with my client, kept notes on the previous years’ success, and applied what we learned the following year. #EventMarketing #FeedbackLoop #CustomerExperience #EventSuccess #EventStrategy