+impact supported Expo 2020 with critical research that shaped the direction of their website, creating a more cohesive and human-centred user experience.
The Expo 2020 website played a vital role in promoting the event, driving ticket sales, and engaging global audiences. For large-scale events like Expo 2020, the website acts as a mission-critical touchpoint throughout the entire visitor journey, from discovery to post-visit engagement.
Recognising this, the +impact Middle East team was engaged to ensure a low-risk, customer-led approach that would meet diverse user needs.
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Expo 2020 Dubai brought together a unique mix of cultural, sporting, musical, and entertainment experiences, attracting millions of visitors with different expectations and motivations. The website became the single most important channel for people across the world to explore, connect, and plan their visit.
By the end of the project, the Expo 2020 team had a clear roadmap for creating a best-in-class global event website, one that informs and inspires its visitors.
Through +impact’s research, the team gained a deep understanding of their audience, including insights on:
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| Enhancing design and content for clarity and impact | Crafting effective and engaging messaging | Maintaining intrigue and excitement around the event | Converting browsers into ticket buyers |
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| Filling content gaps and improving navigation | Using the right language and information hierarchy for intuitive journey | Incorporating dynamic design elements like video, animation, and social media |