TD Cvent Case Study

We Are TD is a TD enterprise-wide orientation for new employee's, I designed a scalable registration experience in Cvent that simplified registration for attendees, speakers, and panelists while automating event management processes and creating a framework that could be reused for future programs.

ROLE

UX Designer / Event Technology Specialist

TIMELINE

1 Quarter (3 months)

TOOLS

• Cvent

• Figma

• Excel

• Process Mapping Tools

Cvent event management platform interface showing the TD "We Are TD" orientation event setup, including registration configuration screens and event dashboard in the Cvent admin portal.

The Challenge

The event involved three different participant groups, each with unique registration requirements:

• Attendee's (New to TD employee's)

• Speakers

• Panelists

Each group required its own registration journey, communications, and badge design. Because there was no existing registration framework, every workflow needed to be designed from the ground up.

The solution also needed to be flexible enough for other teams to reuse after the initial launch, making scalability a key project requirement.

GOALS

Simplify the registration experience
Reduce manual administration
Create role-specific registration paths
Automate communications based on user actions
Support badge generation and reporting
Build a reusable framework for future enterprise events

Discovery

To understand the business and user needs, I worked closely with the event planners, POD leaders, and Learning & Development team.

Together, we identified the requirements for registration, speaker onboarding, reporting, communications, and badge production.

KEY FINDINGS

Speakers required additional information that attendees did not.
Different participant groups needed tailored communications throughout the event lifecycle.
Manually creating badges was time-consuming and increased the risk of errors.
New employees needed a simple registration experience with clear next steps.
Event analysts required accurate reporting to monitor registrations and attendance.
After launch, ownership of the program would transition to the Learning & Development team, so the solution needed to be easy to maintain and reuse.

Mapping the Experience

Before configuring the event in Cvent, I mapped the complete attendee journey to understand every interaction from invitation to event confirmation.

This process helped identify:

Decision points throughout registration
Registration and decline pathways
Cancellation scenarios
Duplicate registration handling
Confirmation and reminder requirements

One important improvement was ensuring returning users could access and edit an existing registration instead of starting over, creating a smoother experience and reducing support requests.

Vertical flowchart mapping the full attendee registration journey for the TD "We Are TD" orientation event. The flow begins with an email invitation and branches based on whether the recipient chooses to attend or decline. The attend path leads to a registration page with decision points for new versus returning users, including pre-filled form handling and duplicate registration scenarios. The decline path leads to a dedicated decline confirmation page. The chart illustrates all key decision points, pathways, and confirmation steps across the full registration experience.

Defining the System Architecture

To support the different participant experiences, I designed three registration paths.

ATTENDEE

A streamlined self-registration experience designed specifically for new employees.

SPEAKER

A customized registration path that included additional onboarding, information collection, and access to speaker resources.

PANELIST

A dedicated registration experience with customized communications and event information.

Separating these journeys allowed each participant to receive only the information relevant to their role while simplifying event management behind the scenes.

Separating these journeys allowed each participant to receive only the information relevant to their role while simplifying event management behind the scenes.

System architecture process map showing three separate registration paths designed for the TD "We Are TD" event: Attendee, Speaker, and Panelist. Each column outlines the unique registration journey, communications, and touchpoints relevant to each participant group, illustrating how the three workflows were separated to reduce complexity and support role-specific experiences.

Designing the Solution

REGISTRATION EXPERIENCE

I designed a complete registration experience that included:

Personalized registration forms
Pre-filled attendee information
Summary and confirmation pages
Calendar integrations
Automated invitation, confirmation, reminder, and follow-up emails

By incorporating employee information provided by People Leaders, invitations could be personalized with each attendee's first name, creating a more welcoming and engaging experience.

DESIGN CONSIDERATIONS

Throughout the project, I focused on:

Reducing friction during registration
Limiting unnecessary form fields
Providing clear navigation
Maintaining a consistent TD brand experience
Supporting cancellations and registration updates

Communication Strategy

To reduce manual effort, I designed an automated communication strategy based on each participant's actions throughout the registration process.

PRE-EVENT

Invitation
Registration confirmation emails
Reminder emails
Registration modification confirmation

POST-EVENT

Thank-you
Survey invitation
Follow-up communications

SPEAKER-RESOURCE CENTRE

A dedicated Resource Centre was created to help speakers with everything they needed in one place, including:

Event details
Speaker information forms
Templates and
Complete questionnaires

Centralizing these resources improved the speaker experience while reducing administrative support.

BADGE EXPERIENCE
Badge information was generated automatically from each participant's registration, eliminating the need for manual badge creation.

Badge fields included:

Name
Pronouns
Job Title
Department
Registration Type

This automation improved accuracy while saving significant administrative time during event preparation.

Impact

Reusable registration framework adopted by Learning & Development.
Automated badge generation, reducing manual preparation.
Role-specific registration journeys for attendees, speakers, and panelists.
Consistent branded communications throughout the event lifecycle.

Reflection

WHAT WORKED WELL

Mapping the registration journey early in the project helped identify important edge cases, including cancellation confirmations and returning user scenarios.

Creating separate registration paths for attendees, speakers, and panelists resulted in a scalable solution that could support future enterprise events with minimal changes.

Automation also reduced manual effort by generating badges directly from registration data, sending communications automatically, and providing leadership teams with accurate attendance reporting and post-event survey insights.

Finally, the project established a consistent, branded communication experience across every stage of the attendee journey.

WHAT WOULD I IMPROVE

Add more analytics throughout the registration funnel to better understand drop-off points.
Conduct additional user testing before launch to validate assumptions and improve usability.
Create a self-service attendee dashboard where participants could update their registration without contacting event organizers.

Key Learning

This project reinforced the importance of understanding the user journey before configuring technology.

By mapping the experience first, I was able to design a registration system that balanced business requirements with user needs, while creating a scalable solution that could be reused for future enterprise events.

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