ATD & TIcket page Redesign

As the product owner, I identified critical UX and UI flaws on our ATD/Pricing section, which is the primary purchase path for thousands of our conference users. Visual overload, confusing navigation, and unclear value presentation were all contributing to user hesitation and drop-off.

UI & UX Issues Identified

  • Disconnected Booking Flow: The “Proceed to Booking” CTA sat far from the decision point, requiring users to reorient.
  • Duplicate Ticket Pages (Onsite vs Remote): Clicking Join Remotely led to a nearly identical second page — same info, only pricing differed. This caused confusion and unnecessary extra clicks, breaking the user’s mental model of where they were in the journey.
  • Uniform, Unhelpful CTA Buttons: Every ticket card used a generic "More Info" button — which opened the same popup — creating redundant clicks and delaying decision-making.
  • ‍Visual Overload on All Devices: Ticket cards looked too similar, causing cognitive fatigue, especially on mobile where they stacked endlessly with no hierarchy.
  • Poor Responsiveness: Layouts broke down across breakpoints. Text became cramped or hard to scan, and spacing created visual clutter.
  • Weak Price Highlighting: Discounts lacked emphasis. Faint, crossed-out original prices failed to convey urgency.
  • Unclear Value Propositions: Perks like “Fullstack access” or “video recordings” weren’t clearly highlighted, missing chances to reinforce value.
Our goal was to transform this section into a conversion-first, confidence-building experience where users quickly grasp their options, understand the value, and commit without hesitation.

We began by replacing the repetitive “More Info” buttons with a direct “Book Now” call to action. This not only reduced the number of clicks but guided users straight into the checkout process with clarity. To support informed decision-making, we introduced a tabbed toggle at the top of the section: one view for Ticket Options, the other for Pass Info. This modular design allowed users to compare tiers and understand the days and perks included, without overwhelming them with all the data at once.

The entire pricing layout was restructured with hierarchy in mind. Discounted prices are now emphasized with clear contrast and visual urgency. We used layout contrast and iconography to make perks like bootcamps and recordings instantly recognizable. On mobile, cards are stacked with improved breathing space and spacing adjustments for legibility.

One of the most impactful changes came from collapsing the Onsite and Remote experiences into a single, unified page. Instead of navigating to a completely separate view, users can now toggle between Onsite and Remote tickets via a simple tab switch. This reduces confusion, prevents unnecessary page loads, and gives users the ability to compare pricing instantly all while staying in the same flow.

The final experience feels modern, modular, and seamless removing decision fatigue and enabling faster conversions. The redesign doesn’t just look better; it aligns user goals with our business goals in a way that feels intuitive and reassuring from the first scroll.

The First Impression That Converts

Live Site
As the first touchpoint for users exploring our conference content, the Program Page plays a vital role in both engagement and conversion. Our challenge was to design a unified, visually engaging conference experience that aligns with our platform’s existing UI while offering a frictionless journey for both ticket-holders and new users.

The goal was to create a modern, conversion-driven interface that reflects our evolving brand identity, particularly as seen in the Player and Native App Program screens. My focus was to develop a shared Sub-Navigation style and adaptable layout that could extend across both product and marketing environments  ensuring visual harmony and reinforcing user trust.By streamlining content and refining interaction patterns, the new design encourages exploration, communicates value clearly, and supports higher conversion rates for users who have yet to secure a ticket.

From Question to Confidence

Live Site
The Information & FAQ page is often overlooked but for our conferences, it plays a key role in setting expectations, easing anxieties, and reinforcing brand trust. My challenge was to redesign this page to be both visually engaging and deeply informative, while aligning with the design system we are creating.

This wasn’t just about layout it was about experience. The new design uses iconography, illustration, and structured content blocks to guide users through logistics, onsite tips, and ticketing information in an intuitive, emotionally supportive way. It adapts flexibly across different conference brands while keeping a consistent tone and experience.To maximize visibility and usefulness, we also planned for the FAQ page to be accessible via three distinct entry points: a unique section on the global site, a localized section on each location's landing page, and within the ticket shop (onsite and online).
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This ensured the content was discoverable wherever users might need clarity most.By transforming the FAQ into a fully branded, multi-context experience, we created a page that doesn’t just answer questions but builds trust and confidence throughout the user journey.

Results

The redesign transformed a previously overlooked page into a strategic touchpoint across the entire conference experience. By creating 3 distinct entry points and organizing content into 6 clear categories, we established a scalable system that serves multiple conference brands and thousands of annual attendees. The new structure and visual design were built with clear success metrics in mind—reducing support inquiries, improving user confidence, and increasing content discoverability throughout the user journey.

Redesigned  Blog Experience Across Key Page Types

Live Site
With thousands of monthly readers across the platform, the blog served as a key content and engagement channel. However, the experience was inconsistent across page types and cluttered with unnecessary UI elements, reducing content visibility and overall usability.

My team was tasked with redesigning the blog experience across three core templates the main blog index, category pages, and individual article views. The goal was to deliver a clean, content-forward layout that prioritized readability, discoverability, and engagement.

A modular and responsive layout system was developed to create visual consistency across all devices and use cases. The redesign introduced several key improvements:
  • Consistent Card-Based Layout: Blog previews now follow a modular card system, improving scanability and ensuring visual consistency across all page types.
  • Streamlined Category Navigation: Replaced traditional tag styles with outlined buttons. Active categories are highlighted in full color, guiding users through content filtering.
  • Minimal Color Usage: Visual noise was reduced by stripping background color from headers and using color only to signal hierarchy or interactivity.Optimized Spacing & UI: Reduced excessive margins and padding to enhance content focus, especially on mobile and tablet views.Embedded Share Actions: Article pages now include clear, inline share functionality to promote content distribution and engagement.
  • Optimized Spacing & UI: Reduced excessive margins and padding to enhance content focus, especially on mobile and tablet views.Embedded Share Actions: Article pages now include clear, inline share functionality to promote content distribution and engagement.
  • Embedded Share Actions: Article pages now include clear, inline share functionality to promote content distribution and engagement.

Result

The redesign elevated content as the primary focus, allowing users to read, explore, and engage with minimal friction. It also reinforced key user actions like sharing, discovering related content, or signing up for newsletters contributing to stronger on-site engagement and better retention across the blog platform.

Attend Assist Module

I was tasked with designing a Content module that helps users justify attending our event to their manager. It includes a pre-written approval email that users can copy or customise. This is  useful for increasing conversions among users who are interested but need to secure budget or time off.

Result

Content module that helps users justify attending an event to their manager. It includes a pre-written approval email that users can use to convince their bosses
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