Epic Events Podcast with
Ruud Janssen

From Vision to Reality: How Event Design Shapes Attendee Experience

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  • Ruud Janssen

    Ruud Janssen, CMM, DES, CED, is a Switzerland-based event innovator and co-founder of the Event Design Collective, where he helps NGOs, membership organizations, and corporations design impactful events. As a trusted advisor to clients like the International Olympic Committee, United Nations, Google, and Heineken, he leverages social, technological, and business advancements to drive innovation. Ruud co-created the #EventCanvas with Roel Frissen and actively contributes to industry associations like PCMA and MPI, where he has served on the International Board of Directors. A multilingual speaker and author, he brings global experience to solving complex challenges in event design, ROI, and innovation.

About the Episode

In this episode of the EpicEvents podcast, Muhammad Younas speaks with Ruud Janssen, co-creator of the Event Canvas framework, about how event design shapes attendee experiences. Ruud explains how the Event Canvas helps planners design impactful events by focusing on stakeholder needs, behavior changes, and prototyping solutions.

The discussion highlights the importance of diverse perspectives in the design process and the value of engaging attendees during events to shape future experiences. Ruud also shares real-world examples from his work with organizations like the International Olympic Committee, offering practical insights for event organizers looking to create more engaging and successful events.

Key Takeaways

Here are a few actionable takeaways Ruud and Younas discussed around event design and attendee experiences:

  • Effective event design considers multiple stakeholders, not just attendees.
  • By identifying and delighting those with high power and interest, organizers can drive meaningful behavior change and ensure event success.
  • The Event Canvas framework provides a structured methodology for designing events by defining stakeholder needs, articulating design restrictions, and creating prototypes.
  • Including a diverse range of thinkers in the event design process is crucial. A homogenous team may lead to repetitive ideas, while diverse insights foster creativity and more comprehensive solutions.
  • Successful event designers create multiple prototypes and scenarios well in advance to be prepared for any unforeseen circumstances.
  • Live feedback and real-time brainstorming sessions contribute to the evolution of event experiences.
  • AI can streamline tasks like content capture and data analysis, but the core of event design remains rooted in human-to-human interaction.