Converage Product Keynote
summary
Tegus • Director of Product Design • 6 weeks in 2023
I lead the charge on creating the product keynote at our first-ever company user conference — from crafting the script and storyline to designing all the visuals and multimedia. Working closely with our CEOs, Head of Product, VP of Marketing, and an external agency, we made sure that our keynote told the story of Tegus and where we wanted to go. We not only blew past our attendance goals but also made some waves in the industry. Though it might sound a bit unconventional, I believe product designers are some of the best people to craft these narratives because we get both the product and the users. Our job is to make our product the ultimate sidekick for the true heroes of the story—the end customers.
Product Strategy
Storytelling
Creative
Collaboration
Since I have a background in film, I also wrote, produced, and directed this conference opener.
How I ended up doing this…
Well…it all started when we hired our marketing team.
Tegus had grown extremely quickly in both ARR and employees in the 5 years since they were found. And within those 5 years, the company had spent less than $5,000 on marketing-related content. But in 2023, they began to build out the entire marketing function, and thus "Converge," our customer conference, was born. We had a small budget and a tight deadline to pull this event off due to competitive pressure and wanting to disrupt the industry.
I was pulled into the project due to my experience helping with keynotes at my prior company + having a background in film/storytelling.
We started by outlining what we wanted to feature and then started building the script from there.
Storyboarding the narrative collaboratively
I jumped into Figma and started to map our script to the visual story. I created one section at a time and brought in the key stakeholders to review the content and provide feedback on the direction. I also worked with the outside brand agency as we were in the process of rebranding the entire product launching at the conference.
Putting all the pieces together…very fast.
Running in parallel paths I started building the product keynote in Keynote and then also worked on the side to arrange all the pieces for the opening video.
Final Presentation
We tested the above prototype with approx. 20 people (both customers & non-customers). Below is a short recap of what these people had to say about the new experience. Link to research plan and testing script.
This project is a multi-year and org-wide effort. This work was meant to help be a directional guide to drive alignment across 30+ teams. This work has influenced each team’s roadmap and architectural changes are beginning.