Overview
EventsPass is a dynamic event tech startup that provides cutting-edge ticketing tools and unparalleled service for event organizers. Their platform simplifies complex ticketing and registration processes and enables clients to grow their audiences, capture more revenue, and leverage actionable data for future marketing efforts.
When I began working with EventsPass, their online presence didn’t reflect their innovation. Their outdated website, hosted by a legacy partner in Australia, struggled to support their evolving brand and operational needs. The key objective was to bring the website in-house, improve its functionality, and create a visually compelling, user-friendly experience that showcased the brand’s value and expertise.
SCOPE
Goals & Objectives
Process and Approach
Research & Discovery
I conducted a competitive analysis of seven industry peers, evaluating their websites across ten categories, including user experience, design aesthetics, and messaging strategies. This analysis guided our navigation structure and content strategy.
Design Choices
Building on the existing brand identity, I emphasized the signature blue gradient from the logo, pairing it with bold typography to reflect the software’s strength and innovation. The bright blue accents added vibrancy, while consistent layouts ensured clarity across all pages. The homepage set the tone for subsequent pages, balancing visual appeal with functionality.
Collaboration & Execution
Content Strategy: I worked closely with the fractional CMO to refine content, using shared Google Docs for seamless collaboration on copy.
Wireframes & Mockups: Figma enabled iterative design reviews, ensuring stakeholder feedback was integrated effectively. We were able to work in a collaborative format to finalize the look and feel of the website.
Development: The development for this site was all done in-house. We set up the new hosting and the new backend of WordPress. Using Beaver Builder, I built out the site and optimized it for mobile.
Original Home Page
Re-Created Home Page
Results and Impact
Key Metrics
- Improved Load Speed: Reduced page load times significantly, enhancing user experience.
- SEO Foundation: Established metadata, alt text, and descriptions to support future search engine visibility.
- Increased Usability: Clear pathways for event organizers, exhibitors, and attendees to boost engagement.
Overall
The redesign empowered EventsPass with a professional brand presence to stand out in the event tech industry. By clarifying the user journey, the website became an effective tool for lead generation and client engagement.
Overall this project underscored the value of aligning design with brand goals and the importance of a collaborative approach. It strengthened my skills in managing a large amount of content and taking the project from the research all the way through the build of the final product.
