Impact

Hired to revamp the UX for SimpleEvents, a B2B and B2C event management platform, with the goal of streamlining workflows, reducing friction, and increasing efficiency for both internal teams and clients.
Key objectives included:

  • Automating repetitive tasks to save time and reduce errors.

  • Simplifying the event planning process to enhance user satisfaction and engagement.

  • Identifying opportunities for new features to improve platform scalability.

Problem

SimpleEvents, a platform for managing in-person, virtual, and hybrid events, was struggling with low user engagement and inefficient workflows. Employees and clients found the platform difficult to navigate, resulting in significant friction during event planning, promoting, and production stages. The tool was not meeting the needs of its users, impacting both internal teams' productivity and clients' event planning experience.

Results

  • 30% increase in task completion rates, improving efficiency and reducing user frustration.

  • 40% reduction in friction points, streamlining workflows for both internal teams and clients.

  • Enhanced information architecture, leading to better findability and faster decision-making during event planning.

  • Improved user satisfaction scores, reflecting more intuitive interactions with the platform.

Immediate Software Improvements:

  • Introduced a personalized registration experience with a pull-out tray that collects key attendee information and tracks attendance, ensuring smoother event management and real-time updates.

    Rationale: Centralizing attendee data in an intuitive pull-out tray allows event planners to easily capture data and track attendance without disrupting key workflows, improving efficiency.

  • Simplified the overview page layout to provide quick, at-a-glance insights, making it easier for users to manage event details and track progress—leading to better engagement and task completion.

    Rationale: The streamlined layout helps users stay focused on high-priority tasks by reducing cognitive overload and presenting essential information in a digestible, easily accessible format.

How I Identified Key Issues

  • UX Audit: I conducted a thorough UX audit to analyze the platform from the user's perspective. This involved mapping out user flows, identifying task completion pain points, and uncovering navigational bottlenecks.

  • Competitive Analysis: Reviewed competitor platforms to gather insights into industry standards identify design patterns that could enhance the user experience, and uncover opportunities for improving SimpleEvents' UI/UX.

 
 

Information Architecture (IA)

Simplified the platform’s structure by defining clear content hierarchies, making it easier for users to find information and complete tasks. Improving the Information Architecture (IA) was crucial, as it directly impacted users’ ability to navigate the platform and efficiently accomplish their goals.

Core IA Issues Identified:

  • Confusing Page Navigation: Global, local, and secondary pages were unclear, leading to navigation issues.

  • Weak Visual Cues: Lack of clear design elements made the platform harder to learn and use effectively.

  • Excessive Cognitive Load: Users were forced to read and comprehend too much information on each page, leading to frustration.

  • High Memory Load: The platform did not minimize the amount of information users had to remember as they navigated between tasks.

 

Solutions

How can I simplify SimpleEvents without losing its functionality The goal was to build upon the existing platform, enhancing usability and streamlining workflows without overhauling the entire system. This revision makes the language more purposeful and focused on the goal.

Solution based on research:

1.) Structural Improvements

  • Information Architecture (IA): Reorganized content hierarchies to improve navigation and task flow.

  • Navigation Systems: Simplified how users move through the platform to reduce friction.

  • Search Systems: Improved how users find information quickly, minimizing time spent searching.

2.) Visual Improvements

  • Typography & Design Hierarchy: Used clear typography and design hierarchy to guide users through the interface, reducing cognitive load.

  • Labeling Systems: Ensured labels were clear and intuitive, making the platform easier to understand.

  • Visual UI & Interaction: Enhanced feedback systems, helping users understand where they are in the platform, what they’ve found, and what actions to take next.

 

Defining the Information Hierarchy

Information Hierarchy refers to the organization and display of content to ensure intuitive navigation and quicker decision-making. By prioritizing key elements and maintaining a logical flow, users can easily find what they need and complete tasks more efficiently.

The importance of information Hierarchy

  • Reduces Cognitive Load: A well-structured hierarchy helps users easily skim content and understand key points, reducing mental effort.

  • Enhances Engagement: When users can quickly find what they’re looking for, they engage more with the platform, leading to better interaction and longer usage.

  • Improves Task Completion: A clear hierarchy guides users toward their objectives more efficiently, whether that’s making a purchase, accessing information, or completing an event task.

 

UI/UX and Navigation Enhancements

Revamped the visual design—simplifying typography, layout, and visual cues—while streamlining task flows and reorganizing content to minimize cognitive load and improve usability across the platform.

Understanding the principles and best practices of Information Hierarchy is key to creating a great user experience. It acts as a guide, leading users effortlessly through the digital landscape and making it easier for them to find what they need.

  • Typography plays a crucial role in creating visual contrasts between various levels of content. This is accomplished through the effective utilization of font size, style, and color.

  • Proper organization and arrangement of elements on a page helps create a sense of structure. Margins, padding, and alignment play a crucial role in guiding the reader’s eye.

  • Clear and well-organized navigation menus are essential for your website or app. They serve as guideposts, directing users to important sections.

  • Visual elements, such as images, icons, and graphics, play a crucial role in creating a visual hierarchy. They have the ability to highlight essential information and capture the viewer’s attention when necessary.

  • To ensure a smooth user experience, it is important to maintain a consistent hierarchy on your website or app.

 

Platform Start

The heuristic evaluation and redefined information architecture laid the foundation for the platform improvements. Key changes included streamlined user flows, improved UI design, and more intuitive navigation, making the event management process more efficient.

Additional Software improvements
In addition to the core UX improvements, I also contributed to optimizing the following areas:

  • Send automated, personalized emails to engage audiences, boost response rates, and increase attendance.

  • Build branded event websites with an easy drag-and-drop site designer and drive people to register.

  • Store your event data and calculate ROI, understand engagement, manage costs, and improve your event strategy.

 

Closing Reflection

This project reinforced the importance of balancing functional improvements with intuitive design. By focusing on user needs and streamlining workflows, SimpleEvents saw a measurable increase in user satisfaction and operational efficiency, setting a new benchmark for future product improvements.

 

Venue Sourcing Platform

The venue sourcing platform generated leads for SimpleEvents, streamlining event planning, reducing manual entry, and enhancing collaboration to drive growth.