Evolving the Digital Experience for a Leading Conference Platform

Introduction

As a product designer and owner, I led a series of strategic initiatives to overhaul the digital touchpoints for a major conference platform that serves thousands of users annually. The core challenge was to transform a fragmented and outdated user experience into a cohesive, conversion-focused ecosystem. My role involved identifying critical usability flaws, redesigning key user journeys from ticketing to content consumption, and establishing a modern, scalable design language. The goal was to align user needs directly with business objectives, building confidence and driving engagement across the entire platform.

Project Overview

  • Boost Conversion & Revenue: Radically redesign the primary purchase paths to eliminate friction, clarify value propositions, and guide users toward seamless ticket purchases
  • Enhance User Clarity & Confidence: Re-architect key pages to eliminate visual overload and cognitive fatigue, improve information hierarchy, and empower users to make informed decisions quickly and without anxiety.
  • Increase Content Engagement & Discoverability: Restructure content-heavy pages like the blog and program to prioritize readability and intuitive navigation, encouraging deeper exploration and sharing.
  • Establish Design Consistency & Scalability: Develop and implement a cohesive design system with modular components to unify the user experience across all digital properties, including the ticket shop, program, FAQ, and blog.

Redesigning ATD & Ticket Purchase Flow

The Challenge

The primary purchase path suffered from critical UX flaws, including a disconnected booking flow, confusing duplicate pages for "Onsite" vs. "Remote" tickets, and generic CTAs that created redundant clicks. Visual overload and poor responsiveness further contributed to user hesitation and drop-off.

The Solution

I collapsed the dual Onsite/Remote experiences into a single, unified page with a simple toggle switch, allowing instant price comparison. Repetitive "More Info" buttons were replaced with a direct "Book Now" CTA. To manage information density, I introduced a tabbed layout separating Ticket Options from Pass Info, allowing users to explore details without being overwhelmed. The entire layout was restructured with clear visual hierarchy, emphasizing discounts and value propositions to create a modern, conversion-first experience

Unifying the Conference Program Experience

The Challenge

As the first touchpoint for exploring conference content, the Program Page needed to be visually engaging and seamlessly integrated with the platform's evolving brand identity, yet it existed in isolation.

The Solution

I designed a unified, conversion-driven interface that could be adapted for both pre-ticket marketing and post-purchase use by ticket-holders. A shared sub-navigation style and a flexible layout were developed to create visual harmony with other redesigned elements (like the Player and Native App), reinforcing user trust and encouraging content exploration.

Transforming the FAQ from an Afterthought to an Asset

The Challenge

The Information & FAQ page was functionally and visually overlooked, failing to ease user anxieties or build brand trust effectively.

The Result

I redesigned the page into a visually engaging and deeply informative experience using iconography, illustration, and structured content blocks. To maximize its usefulness, the FAQ was made accessible from three key entry points: the global site, individual location pages, and directly within the ticket shop. This transformed the page into a strategic, multi-context touchpoint that proactively answers questions, builds confidence, and reduces support inquiries.

Modernizing the Blog & Content Platform

The Challenge

With thousands of monthly readers, the blog was a key engagement channel, but it was cluttered with inconsistent UI and unnecessary elements that reduced content visibility and usability

Solution

I implemented a clean, content-forward layout focused on readability and discoverability. Key improvements included a consistent, modular card-based system for previews, streamlined category navigation using outlined buttons, and a minimal color palette to reduce visual noise. By optimizing spacing and embedding clear share actions, the redesign elevated the content and reinforced key user actions.

Creating the "Attend Assist" Conversion Module

The Challenge

Many potential attendees needed to justify the conference expense to their managers, creating a barrier to conversion.

The Result

I designed a simple, powerful content module called "Attend Assist." This feature provides users with a pre-written, customizable approval email they can copy and send to their boss. It's a small but highly effective tool designed to remove a key purchasing obstacle and increase conversions among users who need budget or time-off approval.
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