Partner Hub Guide
Bridging the Gap: How CicLAvia Enhanced Partner Engagement Through Design & Technology
My Role
UX Designer / Researcher
Product Designer
Key Stakeholders
CicLAvia
CicLAvia Hub Partners
Partners
Esme Ison, Xander Turnbough,
Mahabala Orlov
What’s CicLAvia?
Have you ever dreamt of exploring your neighborhood without the hassle of car traffic? CicLAvia, a non-profit with a big heart, makes that dream a reality!
Inspired by similar events in Bogota, Colombia, CicLAvia brings communities together by temporarily closing down streets. This creates car-free zones for Angelenos to rediscover their city in a whole new light. Think walking, biking, skating, or simply strolling and enjoying the fresh air – all without the worry of cars zooming by.
These open-street events happen six times a year, offering a unique space for people to connect and celebrate their neighborhoods. It's a chance to get active, have some fun, and appreciate the beauty right around you.
Problem
CicLAvia events bring communities together through car-free streets, creating a vibrant space for connection and engagement. However, a hurdle often exists between CicLAvia's partner booths and event attendees: initiating meaningful interactions. Traditional methods like approaching booths can feel awkward, hindering valuable connections and impacting overall engagement.
CicLAvia's event-day partners are crucial to the event's success. They offer vital support, ranging from financial contributions to enriching experiences and information for attendees. Empowering these partners to maximize their impact on event day is paramount.
The Challenge
How might we help CicLAvia partners and event-goers to find and connect with one another during events to increase hub booth visitors and create more engaging experiences?
Solution
We partnered up with CicLAvia to develop a comprehensive Partner Toolkit. This toolkit equips partners with the resources they need to create impactful and engaging booths. Here's what the toolkit offers:
Complementary Tools
Partner Hub Website
Our partner hub website will be a one-stop resource for CicLAvia partners.
It has everything they need to succeed, from tools and resources to a supportive community so that partners can make the most of this incredible event!
Infographics
These infographics complement the Hub Partners Guide, diving deeper into booth design, decoration, and conversation starters for CicLAvia. They serve as handy, in-depth resources for both experienced and new booth staff, enhancing attendee engagement and experience.
Transforming your booth from "meh" to "must-see" with these handy resources!
AI Chatbot Companion
Meet Angelina! A friendly digital AI assistant on hand that aims to help you with your booth setup endeavors at CicLAvia gatherings, and guide attendees to your booth!
CicLAvia Hub Partner Guide
We created a partner toolkit that that was integrated into existing communications in order to increase engagement with event-goers and prepare partners for a smooth event day.
Detailed Hub Partner Guide: A one-stop shop for everything partners need to know, from booth set-up tips to best practices for engaging with attendees.
Research: Identify User Needs
To design a truly user-centered Partner Toolkit, we conducted in-depth research. This included:
User Research: Interviews and surveys with CicLAvia partners provided firsthand insights into their needs and experiences.
Persona Development: We created detailed profiles of representative partner types to personalize the toolkit's content.
Journey Mapping: User journey maps visualized the partner experience throughout the CicLAvia cycle, highlighting areas for improvement.
This comprehensive research wasn't limited to partner needs. We also explored ways to enhance participant engagement, communication strategies, and overall event impact for CicLAvia.
User Interviews
Through interviews with CicLAvia staff (Rachel & Alissandra) and Subject Matter Experts (SMEs) like JPL NASA, LA Commons, and Designing in Color, we gained valuable perspectives on stakeholder needs and event goals. Discussions focused on:
Shared Values: Creativity, community connection, and overcoming challenges were central themes.
Engagement Strategies: Stakeholders emphasized proactive engagement, clear communication, and utilizing social media for better visibility.
Long-Term Impact: SMEs discussed the importance of creating a lasting impact beyond the event day and using innovative solutions for challenges.
These insights give us a holistic understanding of stakeholder priorities and opportunities for improvement, enabling us to align our research findings with CicLAvia's long-term vision.
“Challenges like equipment mishaps and tight budgets push us to be more creative and connected.”
“It’s not just about the event day; it’s about creating a lasting impact and connection in our community.”
Immersion at Heart of LA CicLAvia:
We weren't just creating a guide based on theory – we wanted to see CicLAvia in action. So, our team hit the ground running at the Heart of LA event on October 15th, 2023. Here's what we discovered:
Partner Pulse Check: We chatted with 18 different partners, surveying their experiences and observing their booths firsthand. We also dug deeper with interviews, combining these insights with what we learned previously. This helped us understand the challenges partners face and how CicLAvia currently facilitates interaction with attendees.
Engagement All-Stars: Some booths, like NASA's with their space-themed activities and popular photo booth, were buzzing with excited visitors. This highlighted the importance of creating engaging experiences. Social media also played a big role – NASA leveraged it to boost their visibility and attract even more people.
Varied Engagement Responses: The range of responses regarding booth engagement highlights the need for tailored strategies to boost interaction, especially in smaller events like CicLAminis.
Communication Crossroads: One thing we heard loud and clear: clear communication is crucial. Attendees need easy-to-understand signage and readily available information to navigate the event and find what interests them.
Building on a Strong Base: The good news is that CicLAvia already has a solid foundation of communication materials. We can leverage these resources when crafting the Partner Guide, ensuring consistency and minimizing the need to start from scratch.
Identifying Areas for Improvement: Despite overall positive feedback, there's room for improvement in communication, especially in addressing specific partner concerns.
We got a taste of what partners go through at a CicLAvia event. This on-site experience, combined with our research, will be instrumental in creating a Partner Guide that empowers partners and fosters successful, engaging experiences for everyone involved.
Research Key Findings
With the toolkit contents finalized, we developed a clear roadmap for delivery to CicLAvia partners. This roadmap aimed to ensure partners received the guide well in advance of the upcoming South LA CicLAvia event on December 3rd, 2023, equipping them with the necessary information for a successful participation.
#1
A booth’s visual appeal is crucial for attracting visitors.
#2
People working at booths need to initiate a conversation (or it gets awkward!)
#3
Free swag increases engagement and interactions tend to decline when it runs out
#4
Despite its sustainability goals, CicLAvia utilizes disposable signage and promotional items.
#5
Inadequate line management at booths can lead to visitor confusion.
Applying Research Insights
CicLAvia is a fantastic opportunity to connect with the community and showcase your organization. But how do you ensure your booth stands out and fosters meaningful interactions with attendees?
This section of the Partner Guide equips you with actionable insights gleaned from real-world CicLAvia experiences. By incorporating these tips, you'll be well on your way to crafting an engaging and impactful booth that maximizes your CicLAvia participation.
Interactive Experiences: Go beyond presentations! Hands-on activities or live demos related to your theme grab attention and create lasting memories for visitors.
Clear Communication: Make it easy for everyone to understand your message. Use simple language and engaging storytelling to break down complex topics.
Digital Power: Leverage social media! Create shareable moments within your booth and encourage attendees to spread the word online.
Community Focus: Align your booth with local values. Research your audience and tailor your content and activities to resonate with them.
Sustainable Impact: Be eco-friendly! Integrate green practices like using recycled materials or promoting environmental initiatives.
Visual Appeal & Signage: First impressions matter! Invest in an attractive booth design with clear, concise signage that guides visitors and highlights your offerings.
These insights, directly derived from CicLAvia research, will empower you to create an engaging and impactful experience for both you and your event visitors.
Unveiling Engagement Secrets: Lessons Learned at CicLAvia
What makes a booth truly shine at CicLAvia? We explored the event's dynamic energy to uncover key themes that drive engagement.
Engagement All-Stars
High engagement consistently occurred at booths with two key elements: proactive, approachable representatives and tangible, memorable activities. Attendees responded positively to friendly interactions and activities that left a lasting impression.
The Power of Four
Our research identified four major themes essential for fostering engagement:
Visual Appeal: Eye-catching booth design attracts attention and sets the tone for your presence.
Interactive Experiences: Hands-on activities, live demonstrations, or games create a memorable experience for visitors.
Compelling Offerings: Tailor your content and resources to resonate with your audience and showcase your organization's value.
Strategic Space Utilization: Design your booth to facilitate smooth interaction, information flow, and easy navigation.
Challenges & Adaptations
The bustling nature of the event presented some challenges in gathering detailed feedback on specific interactions. However, by focusing on observable patterns and high-engagement areas, we've extracted valuable insights to guide your booth strategy.
This research equips you with the knowledge needed to create an impactful CicLAvia experience for both you and your visitors.
Presentation Strategies for CicLAvia Partners
We also explored presentation strategies that can supercharge your audience engagement.
Spark Curiosity: Start with a thought-provoking question that taps into their personal experiences. This creates a connection with your topic and gets them invested from the beginning.
Show, Don't Tell: Let powerful visuals do the talking! Use compelling images to back up your key points. This makes complex information easier to understand and remember.
Data That Dazzles: Translate complex numbers into clear, eye-catching charts. Charts help people grasp key insights quickly and easily.
Keep 'em Hooked: Use bold text and highlights strategically throughout your presentation. This helps maintain focus, especially during transitions.
Highlight the Benefits: People love free stuff! Showcase the cost-free nature of your project to spark curiosity and keep them interested in learning more.
By incorporating these presentation techniques, you can transform your CicLAvia booth interaction into a memorable and engaging experience for both you and your audience.
Persona
Now, let’s take a look at how a partner hub staff member would be interacting with the partner guide.
Meet Bailey, the founder of her own non-profit organization that is based in the heart of LA. Not only this, she is on a mission to spread the word about her organization and connect with her community, but she has no idea how to engage with her demographic. She recently partnered up with CicLAvia, and her main concern is, how can she engage with event-goers in the best way she can?
Bailey, 27 years old
She's the founder of a local nonprofit in the heart of Los Angeles and a community enthusiast. However, she is struggling with engaging her audience at CicLAvia.
Expectations:
Ability to be guided through the partner process easily
Access to resources online
User Journey Map
The journey map highlights the key touchpoints, emotions, and needs of Bailey at each stage of their journey, which can be used to design a partner toolkit that caters to her specific needs and provides a positive and memorable experience.
Overview of our user journey map
(Click the image to check out the detail!)
Partner Toolkit Ideation
Designing for Sustainability: Partner Toolkit Reimagined
After our main research was done, it was the time to brainstorm what we could include in the Partner Toolkit.
Aligned with CicLAvia's focus on environmental responsibility like their car-free event itself, we explored a digital-first approach for the Partner Toolkit. This eliminates paper waste and aligns with their core values.
Several potential benefits:
Eco-Friendly: Eliminating physical copies reduces reliance on paper, minimizing CicLAvia's environmental footprint.
Always Accessible: Partners can access the toolkit anywhere, anytime, on any device, maximizing convenience and flexibility.
Effortless Updates: Content can be easily updated to reflect new information, ensuring partners have the latest resources.
Interactive Learning: Interactive elements like embedded videos or quizzes can be incorporated to enhance engagement.
Search Simplicity: A search function allows partners to quickly find the specific information they need.
Cost-Effective Integration: Leveraging existing CicLAvia processes allows for a completely digital guide, eliminating printing costs and the need for a dedicated physical hub.
By prioritizing a digital toolkit, we aimed to create a resource that was both environmentally sustainable and highly functional for CicLAvia's partners.
Initial Design Exploration: Partner Toolkit
Digital Partner Hub Guide
We proposed a digital guide delivered as a pre-event PDF. Partners could access it on tablets or, for those who prefer physical copies, print it out. The guide would encompass key sections:
Streamlined Event Experience: Clear instructions for partners on navigating the event before, during, and after.
Compelling Booth Design: Tips for creating attractive booths that attract visitors, including effective branding and strategic use of swag.
Engagement Strategies: Techniques to foster positive interactions with attendees, including conversation starters.
Case Studies: Inspirational stories of past partners' experiences, highlighting successes and learnings.
Expanding the Vision: Partner Hub Website
Building on the initial PDF concept, we explored the possibility of a dedicated Partner Hub website. This online platform would offer:
Centralized Information Source: Partners could access all essential resources in one convenient location.
Enhanced Navigation: Easy-to-use navigation with clear menus, links, and search functionality would ensure effortless information retrieval.
Interactive Features: The website could potentially include interactive elements like how-to videos and downloadable resources for even greater value.
Integration with CicLAvia Site: We considered seamless integration with the main CicLAvia website for easy access and brand consistency. Alternatively, the Partner Hub could function as a standalone platform.
Powering Engagement: Partner Hub AI Assistant
Pushing the boundaries of innovation, we proposed integrating an AI virtual assistant into the Partner Hub. This open-source AI tool would serve as:
Personalized Engagement Coach: the AI assistant could suggest conversation starters and engagement strategies tailored to visitor preferences and needs.
Convenience on Demand: The assistant could be seamlessly embedded into the website, offering real-time support and guidance to partners.
Resource Efficiency: Recognizing CicLAvia's lean team of 12, the AI assistant would act as a virtual helping hand, reducing support load and increasing efficiency.
Cost-Effective Solution: With a budget-friendly monthly cost of $19, this AI assistant provided a significant cost advantage over traditional staffing solutions. It could be tested through for a couple months to allow it to learn enough information to inform partners at a future event.
Roadmap
With the toolkit contents finalized, we developed a clear roadmap for delivery to CicLAvia partners. This roadmap aimed to ensure partners received the guide well in advance of the upcoming South LA CicLAvia event on December 3rd, 2023, equipping them with the necessary information for a successful participation.
#1
Align on the content that will be covered in the guide
#2
Build out the partner guide as a Google Slide presentation and a PDF
#3
Distribute the guide before South LA CicLAvia
#4
Survey partners after the event to understand impact
#5
Use feedback to explore future avenues, like the website or digital companion
Solution
CicLAvia Hub Partner Guide
We created a partner toolkit that that was integrated into existing communications in order to increase engagement with event-goers and prepare partners for a smooth event day.
Craft a Compelling Booth
Attract attendees with eye-catching visuals and strategic branding! Partners can learn booth decoration tips, discover the power of giveaways, and maximize their impact as a CicLAvia partner.
Streamline Your Partnership
This comprehensive guide equips partners with everything needed, from pre-event planning to post-event follow-up. Forget last-minute scrambles - have a smooth and successful CicLAvia experience!
Master the Art of Conversation
Eliminate awkward silences! Our guide equips partners with conversation starters and presentation techniques to confidently engage visitors and showcase their offerings.
One Guide, Endless Possibilities
Designed for a paperless experience, the guide offers on-the-go information accessible from any device.
However, we understand the need for physical copies. Partners can request printed versions for booth reference or to onboard new staff, ensuring a smooth and successful event day.
What our Partners Says about the Guide…
“It got me into planning mode and organization mode in a non-stressful manner. It was super digestible and all-encompassing.“
by Invisible North
“Event Day section, which is the overview of the booth set up/break down, was useful since we are assigning new staff to attend. “
by LA City Clerk’s Office
“I appreciate the suggestions for printing vendors, providing us with the ability to connect with vendors like that is such a great idea.”
by Gatorade
These infographics complement the Hub Partners Guide, delving deeper into booth design, decoration, and conversation starters for CicLAvia. They serve as handy, in-depth resources for both experienced and new booth staff, enhancing attendee engagement and experience.
Infographics
Conversation Starters
This guide offers a spectrum conversation starters, adaptable to both general and specific interests. From casual chats to deeper discussions, these prompts are designed to aligh with CicLAvia’s mission of connecting people and spaces.
Topics include: general conversation starters, booth type-specific starters, cultural interests, local interests, and ourdoor and recreational activities
Booth Design Essentials
These are key design strategies in Booth Design Essentials for CicLAvia. These general tips are your starting point to create an engaging, successful booth. Customize and adapt these ides suit your unique brand and objectives, ensuring your booth makes a memorable impact.
Topics include: make your booth attractive, keep the tables neat, your tent matters too, sustainable engagement and digital innovation
We also created Partner Hub Guide website, a one-stop resource for CicLAvia partners. It has everything they need to succeed as a CicLAvia partner, from tools and resources to a supportive community so that partners can make the most of this incredible event.
While the Partner Guide is a downloadable PDF, this website has a role to have more in-depth resource for every topic needed, with more case studies from previous events that partner can take advice from..
Partner Hub Guide Website
Let me introduce Angelina, a digital AI assistant that aims to help partners with their booth setup endeavors at CicLAvia gatherings.
Made with open source AI to help partners engage with event-goers based on their preferences and needs, Angelina can be accessed using its own personal link, or can be found under the partner guide website.
Meet Angelina: AI Chatbot
CicLAvia Partners: From Wallflowers to Engagement All-Stars
Reflection
This project wasn't just about design; it was a personal revelation. CicLAvia's mission to transform streets into car-free havens resonated deeply. Witnessing entire communities come together, reclaiming their streets for play and connection, challenged me to slow down and appreciate my own neighborhood. It was a powerful reminder that sometimes, the most innovative solutions lie in rediscovering the simple joys around us.
This project also highlighted the power of design in fostering community engagement. The Partner Toolkit became a bridge, connecting CicLAvia with its partners and ultimately, with the community itself. This experience reignited my passion for design that not only solves problems but also fosters a sense of belonging.
CicLAvia Partner Toolkit - What’s next?
Our solutions packed a punch, equipping CicLAvia's Partner Hub with a treasure trove of resources and valuable tips. But the possibilities don't stop here! Let's explore some ways to push these innovations even further:
Supercharging Angelina, the AI Assistant:
Cost-Conscious Considerations: While Angelina currently has a $20 monthly fee, exploring free or lower-tier Chatbase plans with fewer features could be a budget-friendly option.
Expanding Her Reach: Imagine Angelina seamlessly integrated with platforms like Zapier, WordPress, WhatsApp, and Messenger! This would expand her reach and make her even more helpful to partners.
Unlocking Her Full Potential: Upgrading to premium Chatbase plans could unlock some exciting features: increased message credits for longer conversations, integration with the powerful ChatGPT 4 for enhanced intelligence, and even the ability to use a custom domain for a professional touch.
Website Integration for Seamless Access:
One-Stop Shop: Imagine a seamless integration of the Partner Hub directly into the main CicLAvia website. Partners could access everything they need via a hidden URL or a dedicated button on the existing partner page. This would create a one-stop shop for all things partnership-related.
Knowledge Transfer: We believe in empowering the CicLAvia team! Developing a user-friendly guide will ensure they can maintain and update the website independently after the project wraps up.
Thanks for listening!
Do you have any questions? Please don’t hesitate, reach me out :)
seike.yuka@gmail.com
Based in Los Angeles, California
