Impact & Results

By rethinking the user flow and leveraging SimpleEvents' existing data, I created a marketing solution that automated key tasks, reduced design time, and improved user engagement. This change allowed users—particularly those with limited design experience—to quickly create high-quality marketing materials, leading to higher event attendance and better overall campaign performance.

  • Streamlined workflows by eliminating manual data entry, enabling users to focus on creative tasks and reducing time spent on repetitive work.

  • Reduced design time by up to 50%, empowering teams to work more efficiently and deliver campaigns faster.

  • Enhanced user engagement by simplifying the process for novice designers to create professional materials without requiring advanced design skills.

  • Improved campaign performance, with users now able to generate marketing materials quickly and effectively, driving more successful event promotions.

Problem

The original design-builder was a significant barrier to efficient event marketing. Through user testing, we discovered that novice designers and marketers struggled with the complex interface and the time-consuming task of creating marketing emails. This high friction led to incomplete campaigns, lower engagement, and decreased user satisfaction.

Solution

I led the design of the Template Center, a feature that automatically populated marketing materials with pre-existing event data. This tool allowed users to quickly generate personalized emails, forms, and other materials by leveraging the event details already logged in the system. With an intuitive UI and seamless backend integration, we reduced the time spent on design by half and eliminated the need for manual data entry.

 
 
 

Automation based on existing data

Event coordinators and sales team members typically plan events up to a year in advance, logging all relevant details within SimpleEvents. By leveraging this pre-existing event data in combination with the new Template Center feature, we empowered novice designers to create polished, professional event 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 not only streamlined the design process but also ensured that all marketing materials were consistent and personalized, while reducing the time spent on manual input.

 

Saving time and resources

Before the introduction of the Template Center feature, users had to create emails, forms, websites, and marketing materials from scratch within the SimpleEvents design builder. Based on user research, I identified the platform’s limitations and opted for a more innovative solution to address these challenges.

Template Center Benefits:

  • Boosted productivity: Tools that reduce build times by up to 50%, enabling teams to collaborate more efficiently.

  • Streamlined workflows: Users can leverage pre-existing data and pre-designed elements, easily import content, and create shareable designs—all in minutes.

  • Instant marketing materials: Quickly build professional event marketing materials, ready to go with minimal effort.

This solution not only saved time but also allowed users to work smarter, focusing on creative and strategic tasks rather than repetitive, time-consuming work.


Opportunity for Improvement

I firmly believe that applying the right strategy to design is key to increasing the likelihood of success. Product improvements don’t follow a one-size-fits-all formula, and sometimes, the most effective solutions come from rethinking the approach entirely.

Competitive Advantage

After evaluating competitors like Squarespace, FloDesk, and Wix, we identified several areas where SimpleEvents lagged behind, particularly in terms of ease of use and automation. By introducing the Template Center, we brought SimpleEvents in line with industry standards, offering a faster, more user-friendly experience that directly contributed to better user retention and engagement.

  • Usability testing revealed that the design-builder was neither intuitive nor user-friendly. Users struggled to complete basic tasks and often found it difficult to produce high-quality marketing materials.

    Pain-points:

    • The SimpleEvents design builder lagged behind industry-leading tools in terms of functionality and ease of use.

    • Users were forced to manually input all event details, including descriptions, to create marketing materials.

    • Designing, writing, and scheduling emails consumed significant amounts of time and effort.

  • Industry leaders like Squarespace, FloDesk, and Wix excel at providing fast, intuitive design tools. When comparing SimpleEvents to these platforms, the design-builder received notably lower user satisfaction scores, highlighting its need for improvement.

 

Conclusion

The Template Center feature not only enhanced the user experience but also aligned with business goals by driving higher engagement and improving marketing efficiency. By utilizing existing data and automating key processes, we were able to empower users to create impactful campaigns with less effort, leading to greater overall success 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.