Case Study: Meeting Professionals International redesigns WEC18 with Smaply

How MPI (re)designed their flagship event

The customer, Meeting Professionals International (MPI), faced the challenge of redesigning their long-standing flagship event, the World Education Congress, to make it more user-centric. They engaged the vendor, Smaply, whose online platform was used for mobile ethnography research to gain deep insights into the participant experience.

Smaply's solution involved using their mobile ethnography app to enable 131 participants to log over 400 touchpoints during the event, providing MPI with direct feedback through the attendees' eyes. This data allowed MPI to consciously design and evaluate the event experience. The result was a successfully redesigned Congress that was a milestone for MPI, fostering greater team alignment and providing a validated event narrative that struck a chord with meeting professionals.

Meeting Professionals International

Melissa Majors

Director