This document discusses a UX strategy project for SABMiller events. Initial user research found two target profiles: young people seeking social events and families looking for weekend activities. However, interviews revealed users' true needs went beyond SABMiller's proposed marketplace. A competitive analysis showed vertical platforms better satisfied users with event-specific content. The strategy was pivoted to focus on SABMiller's own events, addressing user needs throughout the experience from discovery to post-event. This ensured the platform provided value to users rather than just listing all events.

1. DESIGNARTIFACTS.
J U L I O
G O M E Z .

2. - - - - - - - - - - - - - - - - - - - - - - - - - - -
UX STRATEGY:
0. USER CENTRED CONVERSATION
FRAMEWORK.
A UX model centred on the user and inspired
in conversation
1. SABMiller:
Finding the right Value Proposition.
Initial Value Proposition, Competitive Analysis,
Final Value proposition, Value Pyramid
2. Colombia Brand, Auction in TimeSquare:
An interactive activation in TimeSquare.
User Journey Design, WebAPP prototype,
Table of contents

3. UX STRATEGY:
USER CENTRED
CONVERSATION
FRAMEWORK.
A UX model centred on the user
and inspired in conversation

5. This framework was created by Julio Gomez to design digital
strategies and map macro or micro interactions based on the
value that the conversation brings to the user, combining stories
with user behavior analysis and an active participation of the
audience to create collaborative storytelling.
The elements of this scheme are:
Act: What is that specific problem we want the user to get
involved/solve?
Influence: How the message is build for users to understand what
they can resolve/achieve or is expected from them. Then, how is
this message build across the different media (owned, earned,
shared, rented), provokes action and conversations and creates a
bridge between the audience and the platform.
Listen: What are the reactions of the users? Do they act, abandon
in certain point or give some feedback thru social or contact
channels? With qualitative and quantitative listening, the analytics
team compiles personal, behavioral and cultural data. This data is
the foundation to find new insights that yield creative ideas.
Dialogue: What are the tactis put in place to respond to the user
feedback? Is there an email to encourage finishing the conversion?
Is there a plan in social media? Are those tactics connected? Act
and react to the conversations and eventually creating a
connection to the platforms as well.
- - - - - -
All the strategy substance should link the business and brand
objectives, the audiences interest and time relevance.

6. SABMILLER
EVENTS.
FINDING THE RIGHT
VALUE PROPOSITION.
Based on guerrilla research, we help SABMiller to pivot from their initial
value proposition to a more user centred value.
- - - - -
UX Strategy Process:
- Guerilla research and Initial Journey
- Competitive Analysis
- Pivoted Value proposition
- Value Pyramid
UX STRATEGY:

7. One of the most valuable roles of a
UX Strategist is help path to the
right product vision, where business
goals and user needs collides. This
goes beyond UX design.
In this project, the people in Charge
of SABMiller events wanted to
create a digital platform to generate
engagement with their festivals and
events. They sponsored more than
21 big festivals all over the country
and more than 2,000 small/medium
events yearly. Their initial ideas was
to create a product that gather
every possible existing event in the
country. From UGC events to big fairs.
The client gave us two different user
profiles based on market research and
product focus:
1. Young people trying to have fun in
social events
2. Families who wanted to take
advantage of an event in a weend.
BACKGROUND.
INITIALVALUEPROPOSITION.
A marketplace for people to
list, find and book events.

8. WE SHOULD VALIDATE THE VALUE PROPOSITION.
The first thing I encourage when approaching to a project is try
to get more context on how hypothesis were made and if there
is some user data to support it. At this case we realised that the
current users were based on empirical research indeed (people
who went to their events), but the value proposition were based
on business assumptions (they didn’t really know their users
needs in terms of the problem the product was about to solve).
So, in order to be lean and verify that hypothesis as earlier as
possible, we needed empirical evidence.
We decided to use the first kind of user as our primary customer
( Young people trying to have fun in social events) and get them
on some events of the brand. We asked them if they usually
used some APPs to consult or manage events. We also asked
them to use that APP they knew to find an event.
The interview was divided in two:
- The screening:
Aimed to find young adults who like to go to events AND uses
APPs or websites to find and manage things to do. People who
didn’t match this criteria wasn’t part of the next stage.
ATTHE
BEGINNING,
GUERRILLA
RESEARCH

9. - The interview
This was a really simple interview, actually, but with structured
questions that gave us these insights:
1. More knowledge about the market and existing products with
the same or similar value proposition
2. Some of the more common goals users have when they use
that kind of products
3. How people were using that existing products
I N T E R V I E W S : 2 1
I S I T E A S Y F O R Y O U T O F I N D
I N T E R E S N T I N G E V E N T S A N D A C T I V I T I E S ?
C H A L L E N G E D F I N D I N G W H A T T O D O ?
F I N D I N G T H I N G S T O D O
YES 76% 24% NO
YES 75%
FINDING SPECIFIC THINGS/VENUES WHILE WITHIN A FESTIVAL 62%
FINDING ACTIVITIES AS PART OF IN BIG CITY FESTIVALS/EVENTS 46%
FINDING THINGS TO DO 24%

10. Friends
27%ATL Ads
34%
Social Media
14%
Specialised
websites
15%
W H I C H A P P / S P E C I A L I S E D
W E B S I T E D O Y O U U S U A L L Y U S E ?
To find things to do
To check stuff when they are already at the event
To buy tickets
To find things to do around a specific location
To find things to do in events they already targeted
W H A T D O Y O U U S E T H A T A P P /
S P E C I A L I S E D W E B S I T E S I T E F O R ?
Propietary Festivals APP
Atrápalo
TripAdvisor
Guía Todo
Yeii
H O W D O Y O U D I S C O V E R E V E N T S
W H E R E Y O U W A N T T O G O T O ?
APPs
10%

11. MAIN USER GOALS.
We defined a map and the main user goals for each stage of the experience based on the interviews.
We also did a general analysis to the different resources used to solve each problem.
INITIAL
JOURNEY,
EXCEEDS :)
EVENT
AWARENESS
Friends
Friends
Specialised
websites
ATL Ads
Specialised
websites
ATL Ads
Specialised
websites
Specialised
websites
APPs
APPs
APPs
APPs
on-site
Signals
Friends
APPs
opportunity
Friends
ATL Ads
EVENT
ANALYSIS
RESERVE /
BUY TICKETS
pre-event
INFO
on-site
INFO
GET SPECIFIC
INFORMATION:
REFERENCES, REVIEWS,
RECOMENDATIONS, PICS,
VIDEOS, MAPS, ETC
MEETS :/
BELOW :(
opportunity opportunity
I N T E R V I E W S : 2 1H O W D O Y O U F I N D / M A N A G E Y O U R E V E N T S

12. This user journey was useful to understand that there are more
pain points once the user decided to go to an event than when
the user hasn’t decided yet.
That’s why we created a list of needs/actions related to this
opportunity and compared to the actual value proposition.
Only the what is inside the grey boxes is
what actual value proposition is covering.
Everything else will be left behind.
That means, we need to pivot
- When is it, time?
- How many days left?
- Duration?
- Location?
- References
- Event Review
- External references
- Discover new things
related to this event
- Detailed information related
to the activities I am
interested in
- What other activities
are related?
- What activities are in the
city to do?
- Event clasification
- Recomendations
- Set my own calendar
- What things can I find
at the event
- Is there any relevant
up-to-the-minute information?
- Highlights on the event
- Map with GPS
- What interesting is happening
around certain point of the event?
- Basic information and
emergency information
- What are the experiences
people around me?
- How do I find my friends?
- There are some promos
related to activities inside the event?
- Event news
- Special activities after
the event
- What can I share on Social
Media that is interesting
for me?
Rate specific activities
PRE-EVENT IN EVENT POST-EVENT
USER NEEDS

13. We, as UX strategist, should know as much as possible about
our users and their specific needs as much as the market and
how this users resolve that needs.
Analysing the market and competitors, we realised that there
are two kind of services provided by digital products based on
this value proposition:
1. HORIZONTAL VALUE PROPOSITION: this refers to digital
products that are used as the first point of contact to discover
things to do. They have a wide range of events BUT without
much information related to it. Just basic stuff. To create this
content, the big competitor have an editorial structure that
makes almost prohibitive for a brand to compete against them
without similar assets.
2. VERTICALVALUE PROPOSITION: this refers to digital
products that are focused on specific events. This digital
platformas are mainly made by the events and show ways to
engage with the event in a deeper way that presented in
horizontal propositions.
COMPETITIVE
ANALYSIS

14. So, we decided to analyse the competitor from two points of
view:
- In an Axis, from vertical to horizontal value proposition,
compared against user gratification (based on the interviews and
subsequent reviews to some of this platforms).
VERTICAL
HORIZONTAL
SATISFACTION
YEII
0 10
CÍVICO
TRIP ADVISORCOLOMBIA
TRAVEL
ATRÁPALO
FESTIVAL
DE TEATRO
GUÍA
TODO
ESTEREOPICNIC
APP
VIVE.INPLAN B

15. - Competitors Analysis,
ESTEREOPICNIC APP
DESCRIPTION
An APP created by the Festival in Bogota
to present basic information about Line Up
and services related to the event.
PROs
You can find the last information related
to the event and very useful information
needed to make your experience better
at the Festival
CONs
The content is very basic, so you can not
take desicions based on what they show
related to the line up, unless you know
artists very well. Besides is just an informative
APP, nothing really functional. The design is
not so user friendly.
D I R E C T C O M P E T I T O R S ( H I G H L E V E L V I E W )
WWW.FESTIVALDETEATRO.COM.CO
DESCRIPTION
A website created by the Teather Festival
to present the different activities
and all kind of activities around the big
event
PROs
Really detailed information related to
each event: Pictures, events, reviews
from experts. Besides, an easy way to
buy tickets and save favorites
CONs
Not a really easy way to find plays.
There is so much going around that you
can feel overwhelmed by so much
information
WWW.ESTEREOPICNIC.COM
DESCRIPTION
This website is an effort from a goverment
initiative to promote Colombia as a destination.
Here all different things to do in Colombia
PROs
This platforma have a very good and extensive
selection of the best Festivals and fairs
in the country. They did a very good job in the
curatorship.
CONs
The information is really basic. You can find
a good festival here, but then you need to
go somewhere else to find really valuable
information

16. - In the competitors analysis there is also a chapter related to
best practices and relevant aspects from competitors
FESTIVAL IBEROAMERICANO DE TEATRO
D I R E C T C O M P E T I T O R S ( R E L E V A N T F E A T U R E S )
video
expert
review
general
infosinopsis
One of the most important user insights about this festival, is
that every year are new companies and new plays from different
parts of the world and each one of them is almost unknow for the audience.
So, different levels of information allow users to go deep on their
exploration about each one of the plays that were part of the festival.
Users can decide whether just go to the basic information or
see more content like videos and pictures, so they can take a
more informed desicion.
1.
2.
Conversions expected
by the user gives different
levels of engagement
(Not just macro-conversions).
3.

17. - Besides, we included some best practices not necessarily from
competitors but form best practices around the world or from
other industries
EXPEDIA APP SEARCH ENGINE
N O N C O M P E T I T O R S ( R E L E V A N T F E A T U R E S )
Expedia APP Search Engine is really good to fine tune the search.
Since people planning their events want to explore different posibilities and options, we must find the different categories
as travel industries have found theirs, so people can personalise and find more valuable venues, events and activities
search
categories

18. PIVOTED
What we learn from this research?
1. Even though there is some room to improve, finding
events/activities to do is not a pain point for users.
2. The first value proposition raised by the client was not a
response to undeserved needs. Actually, there are a lot of
business models based on deliver mainstream information
related to events. And some of them have a really big and
content focused structure hard to compite with
3. There are a lot of different resources to find things to do. This
resources solve, in a descent way, expectations from user.
4. SABMiller’s main goal is - Generate more engagement with
their sponsored events. So, they need to focus on communicate
those events. At the same time, they have a lot of first hand
information related to sponsored events. That means that they
actually have really good resources to creates a differentiating
value based on what they already have to deliver instead of
creating a new model that needs to be build from scratch.
NEWVALUE
PROPOSITION

19. 5. There are several signs in the research that points that users
have more undeserved needs once they hace decided to attend
to some events.
WHAT THE
COMPANY
WANTS
MORE
ENGAGEMENT
WITH THEIR
EVENTS
WHAT THE
USER
WANTS
MORE VALUABLE
INFORMATION
ONCE THEY HAVE
DECIDED TO
GO TO AN
EVENT
VALUABLE
CONVERSIONS

20. The lean product process. Dan Olsen
USER
Young Adults who wants to go to events
UNDESERVED NEEDS
User can’t find valuable information related to big events
VALUE PROPOSITION
A platform to discover in deep what best events have to offer
PRODUCT
MARKET-FIT
USER
STORIES
UX
VALUE
PYRAMID

22. COLOMBIA
COUNTRY BRAND.
INTERACTIVE LIVE
AUCTION IN
TIME SQUARE.
DESIGN PROCESS
EXPLORING & PROTOTYPING

23. Colombia brand wanted to celebrate its official launch to the world as
the country's initiative to promote tourism overseas. Working with the
WPP brand Colombia team (formed by JWT, GREY and MEC) we
created the first-of-its-kind auction in TimeSquare that could take
people there to a trip to this exciting South American destination.
People bidded with social interactions for the right to win the kind of
experience you can only have in Colombia.
I led a design team in charge of shaping and crafting the unique digital
experience that allowed people to participate while interacted with one
of the billboards in TimeSquare.
BACKGROUND.

26. People who visit TimeSquare and wanted to participate, connected their social media channels for sharing
specific content. Every social interaction got them a higher bid.

27. User
JourneyThis is the user journey designed for all the experience, giving a role to
each point of contact

34. FOR MOTION GRAPHICS
RELATED TO THIS PROJECT
PLEASEVISIT
BEHANCE.NET/JULIOGOMEZ

35. THANKS
FOR
WATCHING.JULIO
GOMEZ.