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Event Experience Design for Modern Teams

Last Updated: 03/22/2026

Case Organization

Sway

www.trysway.co

1695 Beach Street, San Francisco, CA 94123

Small to Medium Business

1-10

Case Contributors

Case Disciplines

Marketing Training & Development UX/UI & Human-Centered Design

Skills & Expertise

Business Writing and Strategic Recommendation Development Client Persona Development Competitive Landscape Analysis Critical Evaluation and Validation of AI-Assisted Outputs Customer Experience (CX) Strategy Customer Segmentation and Targeting Strategy Data Collection and Market Research Synthesis Data Visualization and Insight Communication Design Thinking and Ideation Methods Event Journey Mapping Excel or Google Sheets for Data Analysis Executive Decision Support Analysis Experience Design for Engagement and Learning Feedback Collection and Analysis Figma or Canva for UX/UI Prototyping Generative AI Tools for Ideation and Research Support Human-Centered Design Learning Experience Design Market Analysis and Corporate Events Trend Analysis Marketing Strategy and Brand Positioning Metrics and KPI Development for Experience Outcomes Participant Engagement Strategy PowerPoint or Google Slides for Executive Presentations Prototype Development and Testing Qualitative and Quantitative Analysis Stakeholder Interviewing and Insight Synthesis Training and Development Program Design User Experience (UX) Design Principles User Interface (UI) Design Fundamentals Value Proposition Development Wireframing and Mockup Design
Background & Objective

The challenge or opportunity you are trying to address for the organization.

Sway operates within a rapidly evolving industry where consumer expectations are continually shifting. As a company that provides a blend of consumer and professional services through innovative software solutions, Sway's business model hinges on delivering high-quality, customized experiences to its clients. The company's competitive advantage lies in its ability to integrate cutting-edge technology with a deep understanding of client needs, allowing it to tailor its services to enhance client engagement and satisfaction. Currently, Sway is perceived as a leader in the market, known for its creativity and ability to deliver impactful events that resonate with corporate audiences. The broader industry landscape is shaped by several macro trends, including the increasing importance of digital transformation, the rise of remote and hybrid work environments, and the growing emphasis on employee well-being and engagement. Technological advancements are enabling more interactive and immersive event experiences, while regulatory shifts around data privacy and security pose challenges that companies need to navigate carefully. Competitive dynamics are also intensifying, with new entrants continually seeking to disrupt traditional models of corporate event management. This moment is strategically crucial for Sway, as the demand for innovative corporate events that foster teamwork and creativity is at an all-time high. Organizations are increasingly looking for partners who can deliver not just events, but transformative experiences that align with their strategic objectives. Failing to capitalize on this trend could result in lost market share and decreased client retention. Therefore, it is imperative for Sway to act swiftly to refine and implement its event design framework.
Learning Objectives

This is what students will learn as they complete the case.

 As organizations increasingly invest in corporate events that drive engagement, creativity, and measurable outcomes, companies like Sway must rethink how experiences are designed, delivered, and evaluated. This case challenges students to bridge strategy, marketing, and human-centered design to create event experiences that align with both client objectives and participant needs. Through this work, students will gain hands-on experience designing scalable, insight-driven frameworks that mirror how modern firms approach experience design and client engagement. 

Students completing this case will be able to: 

  • Analyze trends in the corporate events market, including the impact of digital transformation, hybrid work, and evolving expectations around engagement and employee experience. 
  • Evaluate how different client segments define value in event experiences, using persona development and stakeholder insights to inform strategic decisions. 
  • Assess how UX/UI and human-centered design principles can be applied to improve participant engagement, learning outcomes, and collaboration within event environments. 
  • Compare alternative event design approaches, balancing creativity, scalability, operational feasibility, and alignment with client objectives. 
  • Design a structured corporate event framework that integrates user experience, strategic goals, and measurable outcomes. 
  • Develop a prototype event experience that translates research and design principles into a tangible, testable concept. 
  • Model metrics and evaluation frameworks that link event design decisions to business outcomes such as engagement, satisfaction, and team performance. 
  • Prioritize design elements, investments, and partnerships based on participant feedback, client needs, and implementation constraints. 
  • Synthesize market research, stakeholder insights, and prototype testing results into an executive-ready strategic recommendation for Sway’s leadership.
 
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

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Milestone #3
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Milestone #4
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