By Mitra Sorrells Posted January 10, 2013, 9:00 AM EST
Wyndham Jade, a company that provides registration and housing services for conventions and trade shows, created a new registration system, Reg5, that adapts to various screen sizes and uses an interface that eliminates the need for detailed instructions; it provides a fully functional desktop experience on any device.
“We create one registration Web site that automatically determines the device’s screen size and reformats to look good on that device,” said Bryan Scott, chief strategy officer for Wyndham Jade. “There are a lot of people trying to transact business from their mobile devices. Maybe they are sitting in meetings or at the airport. You should capture that registration whenever you can capture it. You don’t want someone to say, 'I’ll do it when I’m in the office' and then forget about it.”
As attendees go through the online registration process, Reg5 displays a real-time shopping cart that updates as items are added or removed. “What that means is as soon as you select something, you don’t have to refresh. You automatically see your cart change, not only the dollar amount but also a description of what’s been added. It also shows any discounts that have been applied, for example, if you have a special registration code,” Scott said. “We do not refresh the page, nor do you have to wait until the end of the registration process to review what you are purchasing.”
Instead of written instructions, the new system uses what Scott calls “subtle animations” to guide the user through the buying process. “The screen can expand or collapse or shift to get the user’s eye to notice what is going on,” he said. For planners, a dashboard provides real-time analytics as users navigate through each page of the registration Web site.
The new system debuted January 1. In February, Wyndham Jade will release a similar update to its housing platform.