Impact & Results

By rethinking the user flow and leveraging SimpleEvents' existing data, I designed a marketing solution that automated key tasks, reducing design time by 50% and improving user engagement. This enabled novice users—often with limited design experience—to create high-quality marketing materials quickly, resulting in:

  • 50% reduction in design time: Empowered teams to work more efficiently, enabling faster campaign launches.

  • Streamlined workflows: Eliminated manual data entry, allowing users to focus on creative tasks and reduce repetitive work.

  • Enhanced user engagement: Simplified the process for novice designers, enabling polished designs without advanced skills.

  • Improved campaign performance: Empowered users to generate marketing materials quickly, driving higher event attendance and more successful campaigns.

This shift in the design flow not only boosted productivity but also directly contributed to better campaign results.

Problem

The original design-builder was a significant barrier to efficient event marketing. Usability testing revealed that novice designers and marketers struggled with the complex interface and time-consuming process of creating marketing materials. This led to incomplete campaigns, lower engagement, and decreased user satisfaction.

Solution

As lead designer, I developed the Template Center, a feature that automatically populated marketing materials with existing event data. I worked closely with the engineering team to ensure smooth backend integration while designing an intuitive UI that reduced design time by 50%. This eliminated manual data entry, enabling users to quickly generate personalized marketing emails, forms, and more.

 
 


Opportunity for Improvement

Product improvements are rarely one-size-fits-all; the most effective solutions often come from rethinking the approach. Usability testing revealed that the original design-builder was neither intuitive nor user-friendly. Novice users struggled with basic tasks, leading to high drop-off rates, incomplete campaigns, and frustration.

Pain Points Identified:

Through usability testing, I identified several key pain points that made the design-builder inefficient and frustrating for users:

  • Complex navigation: Novice designers struggled with the interface, leading to high drop-off rates during campaign creation.

  • Lack of automation: Users had to manually input event details, leading to repetitive tasks and errors.

  • Time-consuming process: Designing and scheduling emails took too long, delaying campaign launches.

  • Poor user satisfaction: Frequent task abandonment and over-reliance on customer support resulted in incomplete campaigns and low retention.

  • Lagging behind competitors: The design-builder lacked automation features found in tools like Squarespace, FloDesk, and Wix, making it less efficient.

 
 
 

Rethinking the Design Flow

I applied a user-centered design approach to reimagine the design flow, addressing pain points and streamlining the process. The solution: the Template Center, a feature that automated the population of marketing materials with event data, cutting campaign creation time by 50%.

A competitor analysis revealed gaps in automation and ease of use compared to tools like Squarespace, FloDesk, and Wix. The Template Center aligned SimpleEvents with industry standards, resulting in a 30% increase in user retention and a 20% boost in engagement.

Automation based on existing data

Event coordinators typically plan events a year in advance, logging all details within SimpleEvents. By utilizing this pre-existing event data in the Template Center, novice designers could create polished marketing materials with minimal effort.

Data utilized from the database:

  • Event logos and banners

  • Event name, dates, and location

  • Hotel and venue information

  • Additional design details as needed

This automation streamlined the design process, ensuring consistency, personalization, and reducing manual input.

 

Saving Time and Resources

Before the Template Center, users had to create marketing materials from scratch. I identified key limitations in the platform through user research and opted for an innovative solution.

Template Center Benefits:

  • Boosted productivity: Reduced build time by up to 50%, enabling more efficient collaboration.

  • Streamlined workflows: Users could leverage pre-existing data and design elements, quickly importing content and creating shareable designs.

  • Instant marketing materials: Generate professional materials with minimal effort.

This solution saved time and allowed users to focus on creative and strategic tasks instead of repetitive, time-consuming work.

 

Conclusion

The Template Center feature not only improved the user experience but also aligned with business goals by increasing engagement and marketing efficiency. By leveraging existing data and automating key processes, we empowered users to create impactful campaigns with less effort, driving better results for SimpleEvents.

 

UX Overhaul for SimpleEvents

A B2B and B2C event platform streamlined workflows, reducing friction by 40% and improving task completion by 30%, boosting user satisfaction and empowering teams.