Customer experience is at the heart of the Informa business
Informa Markets
Transforming digital event experience at scale
Events Sector
1+ year
Overview
Activities
- Generative and Evaluative Research
- Customer Journey Mapping
- UX Audits and Heuristic Evaluation
- UX Optimisation
- Service Design
- Project Roadmap Generation
- Vision Prototyping
- Commercial Strategy
- Strategic Workshop Facilitation
- Objective and Key Results (OKR) Frameworks
- Brand & Visual Identity
- UX Writing & Guidelines
- Design System Definition
- Development and Engineering
- Change Management & Impact Support
Introduction
Informa Markets is the world’s largest organiser of trade shows and events, connecting buyers and sellers across sectors such as pharmaceuticals, healthcare, and industrials. Over the last decade, the company has experienced significant growth through successful events and new event acquisitions.
Our multi-year strategic CX partnership focuses on modernising platforms, optimising customer journeys, delivering quality brand experiences, and supporting operational effectiveness. Together, we’re driving lasting positive transformation across the business.
Challenges
With Informa Markets’ rapid growth and expansion, several challenges naturally emerged. These included managing an increasingly complex technical architecture, streamlining operations, and maintaining a seamless customer experience across multiple global platforms. Through comprehensive research, we identified and mapped these challenges, co-designing a roadmap with client teams and stakeholders to address them effectively.
Aligning on customer experience problem areas
“Pattrn has become an integral part of our team and has been pivotal in driving CX and transformational change at Informa Markets. Their work has redefined our digital experience, delivering an intuitive and high-quality brand experience. By evolving our services and unlocking new opportunities, they have driven measurable growth and customer satisfaction.”
Redesigning the user experience across all touchpoints
Initiatives
Through the transformation journey, we’ve delivered a series of initiatives designed to address key challenges while driving long-term effectiveness and change across Informa Markets.
Scalable design system that can cater for any of the show site brands
Show site design system
The Show Site platform redefined how customers interact with Informa Markets’ events online. It delivered a user-centred experience, intuitive navigation, and high-quality brand execution that reflected the innovative nature of their events. Strategically, it was designed to be scalable across portfolios while allowing for flexibility, ensuring each brand could maintain its unique identity.
We created scalable design system foundations to drive consistency across the organisation. These included repeatable frameworks for portfolios to adopt, flexible tools for preserving unique branding, and reusable assets that improved efficiency across design and development teams.
Information architecture and journey mapping
Customer journey mapping
We used customer journey mapping as a tool to build a holistic view of the current customer experience and their JTBD. This provided a clear picture of the as-is state, highlighting key touch points and interactions.
By mapping these journeys, we not only identified customer and business pain points but also surfaced opportunities to better address customer needs and make operational improvements. This enabled us to prioritise interventions where they would have the greatest impact.
Brand and tone of voice guidelines for CPHI
Voice guidelines & UX writing
Messaging is critical to user experience. We created UX writing guidelines and authored new copy to ensure messaging is clear, concise and effective. Additionally, we helped show brands define a consistent tone of voice by setting guidelines for consistency across channels.
Ticketing digital strategy and digital product design
Commercial ticketing UX
As Informa Markets moved to offering paid attendee tickets, we supported the shift by structuring ticket offerings and optimising purchase journeys. A seamless ticketing process was created, balancing clarity and convenience while driving commercial engagement.
North star prototype testing and exploration to unify the user experience
Strategic long-term vision
We defined a north star vision for the future state customer experience through prototypes and testing. This vision now guides long-term strategic programmes, aligning ongoing efforts with a bold, aspirational direction.
Customer journey map & flash cards to learn AI capabilities and prompt user-centric ideas
AI opportunities workshop
AI has the potential to transform both customer experience and business operations. Our workshop provided a space to identify high-impact AI opportunities by anchoring them in the most pressing customer needs.
By mapping problem areas in the customer journey, we ensured AI solutions were not tech opportunities, but directly correlated to real pain points for improvement. Using curated tools such as customer journey maps, AI flashcards, and prioritisation frameworks, we helped the team balance feasibility with strategic value, aligning on near- and longer-term initiatives.
Summary
Our partnership with Informa Markets enabled a strategic transformation of their digital event experience, enhancing customer engagement and operational efficiency at scale. By redefining how customers interact with event platforms, we delivered a scalable design system, optimised key user journeys, and unlocked new commercial opportunities. Our work provided a strong foundation for long-term growth, ensuring Informa Markets remains at the forefront of the industry.
Project impact
“Over our multi-year partnership, Pattrn has demonstrated a deep understanding of our business, our organisation and our customers. They excel at organising insights and collaboratively solving complex challenges. Pattrn is effective in both strategy and execution, working seamlessly with our business teams and technology divisions. We consider them an essential and strategic partner to Informa Markets.”
