Uber Spotlight: The Art of Experience Design

Convening Leaders attendees can interact with General Session speakers using FXP | touch, a web-based app.

Convening Leaders attendees can interact with General Session speakers using FXP | touch, a web-based app.

A Conversation With Christie Greenleaf, CEM, Senior Vice President of Sales and Industry Relations for Freeman — a PCMA Uber Partner

Q: Can you tell us about Freeman’s work in designing this year’s PCMA Learning Lounge at Convening Leaders and how it’s more decentralized than in past years? 

greenleafGreenleaf: Experience design is the creation of the attendee journey that guides participants down a well-cultivated path and determines what the event organizer want them to know, feel, and ultimately, do. At Convening Leaders, that means creating multiple paths. New this year, the open-space design of the Learning Lounge will be decentralized, with activities on different levels to optimize the stunning views of the Vancouver Convention Centre. More conversation areas were added to encourage informal networking among peers and to mitigate noise.

Q: What role does technology play in event experience?

Greenleaf: Technology has changed how we engage. For the first time at Convening Leaders, attendees can interact with General Session speakers using FXP | touch, a web-based app featuring easy-to-use tools such as audience polling and multiple-choice questions.

Q: How does Freeman support conferences around the world?

Greenleaf: We leverage the expertise and insights across the One Freeman enterprise — Freeman Expositions, Freeman Audio Visual Solutions, and FreemanXP, an experience-marketing agency — to provide event organizers and exhibitors best practices in experience design. Recognized by Advertising Age as the world’s largest brand-experience company, Freeman produces more than 4,300 expositions a year and 11,000 other events worldwide.

Q: How does Freeman show its commitment to being a PCMA Uber Partner?

Greenleaf: As a PCMA Uber Partner, Freeman has evolved from being a general service contractor to a full-service event company. Our collaboration with PCMA exemplifies the value of taking risks and testing new ideas. It’s rewarding for both of us to share innovative concepts with other event professionals who can then apply experience design to their programs of any size, in any industry.