Google Cloud Next
Overview
Led registration architecture and flow design for Google Cloud’s 24-hour hybrid flagship conference. We streamlined customized registration flows for five attendee types: General, Googler, Developer, Partner, and Leader’s Circle.
Objective
To reach 250K registrants and 1M developers, we overhauled the session structure and hybrid alignment—enabling translation across 11+ languages and building an experience that scales with the Cloud platform itself.
➜ What we delivered
For Google Cloud Next ’22, we introduced clear, low-friction pathways—guided registration, contextual prompts, and hybrid touch points—to seamlessly move users into deeper engagement across both in-person and virtual experiences.
Company
Nerdery
Client
Google Cloud
Role
UX Design Lead
Year
2022
Platform
Website application
STRATEGIC APPROACH
Personalizing attendee registration
We defined and segmented attendee types to identify unique pain points and tailor the onboarding experience for each group.
UX Foundation
Building a hybrid experience
We mapped registration flows to support both in-person and virtual attendance. Early steps identified attendance intent, allowing the experience to adapt based on format.
Using wireframes, we defined end-to-end flows for each attendee type and created a comprehensive diagram outlining conditional logic, internal dependencies, and third-party integrations.
end-to-end workflows
Persona-based experience design
Using wireframes, we defined end-to-end flows for each attendee type and created a comprehensive diagram outlining conditional logic, internal dependencies, and third-party integrations.
General
Googler
Leaders Circle
PARTNER
DEVELOPER
FRICTIONLESS REGISTRATION
Segment-driven experience design
For Google Cloud Next ’22, we introduced clear, low-friction pathways—guided registration, contextual prompts, and hybrid touch points—to seamlessly move users into deeper engagement across both in-person and virtual experiences.
Job-role inputs triggered conditional routing, directing qualified users into the appropriate track while reducing unnecessary steps.
API-DRIVEN ACCOMMODATIONS
Simplifying hotel registration
To support the in-person participants, we integrated a hotel API that surfaced nearby accommodations directly within registration—reducing friction and eliminating the need to navigate to external booking sites.
ACCELERATED PROFILE CREATION
Increasing user engagement
The developer zone was designed to centralize the developer experience and create more intentional, user-driven engagement. In collaboration with the Google team, we explored gamification patterns—games, puzzles, challenges, and local events—to reduce friction, increase discoverability, and encourage deeper interaction with Google products through more meaningful, experience-led touch points.
Responsive Design
Register from anywhere
Designed for high-conversion registration on any device.
Momentum & lead capture
Attendee entry points
Designed for high-conversion registration on any device.
Landing page that captured early interest
Landing page with dual-access points to drive registration
Key Outcomes
Driving improved attendance & user experience
270K
Registrants
- Surpassed our goal of 250K registrants—we fell short of 1M developers, but signaling strong early engagement.
- We successfully launched new features for Google Cloud.
- Livestream experience was high-quality with seamless session transitions—no bugs, no interruptions, and a consistent, reliable viewing experience end-to-end.
- Segmented attendee types allowed us to identify unique pain points and tailor the onboarding experience for each group.
Thank you for your interest in
NEXT
’22