Culture 3.0

Culture 3.0 was positioned as an unfiltered conversation about how technology shapes culture, aimed at client-side marketers. That meant the experience needed to do more than announce an event. It had to support registration, audience participation, and CRM segmentation in an ecosystem of technology reflective of the event's focus.

I worked as Creative Technologist and made the event ecosystem end to end: concept, prototype, landing page with registration, registration flow, admin education, CRM integration and segmentation automation, and the real-time Q&A flow.

The project had a handful of moving parts to orchestrate.

• It needed a complete event ecosystem, not just a landing page.
• It needed a live audience Q&A flow that worked in the room.
• Internal staff had to understand the admin process clearly.
• CRM segmentation automation had to be part of the build.
• The format had to support an unfiltered in-person discussion without breaking the flow of the event.

I built the event as an operational product.

Conceptually, I started with the prototype so the team could define how the experience should behave before the live build began. From there, I created the landing page and registration flow, connected CRM segmentation automation, and designed the real-time Q&A interaction so the audience could participate live from their phones.

For the Q&A, I used a QR code in a gigantic display behind the panel of speakers. Audience members scanned it from their seats to submit questions, and the moderator read them from a mobile admin panel. That kept the interaction fast, visible, and usable during the live session.

The work started with the concept and prototype, because the event needed to be understood as a system before it could be built as one. Once that shape was clear, I moved into the landing page and registration flow, making sure the first public-facing touchpoint could support the event’s purpose without adding friction.

From there, I built the quieter parts of the experience that would make the event work in practice: CRM segmentation automation and internal admin education. Those pieces mattered because the event could only stay smooth if the team behind the scenes knew how to run it and the right audience data moved through the system correctly.

The final layer was the live Q&A flow. I designed it so audience participation could happen in the room without interrupting the panel, using the QR code, phone-based input, and mobile moderator view to make the interaction immediate and usable in real time.

The main decision was to treat the event like a product with interconnected parts, not a collection of separate deliverables.

• Prototype before build, so the team could align on how the system should work.
• Registration, CRM, and live Q&A were designed together, not as afterthoughts.
• Admin education was included as part of the experience, not treated as separate support.
• The QR code and mobile moderator view were chosen to make live participation practical in the room.
• The system was built to support the event’s purpose as a free, unfiltered forum for client-side marketers and cultural discussion.

The result was a cohesive event ecosystem that connected concept, registration, audience interaction, staff readiness, and CRM automation into one functioning experience.

The event was positioned as a free unfiltered forum for client-side marketers and cultural discussion, and the system behind it was built to support that format in real time. The project showed that the event needed to behave like a system, not a page.