Case study · Eventogy
I joined Eventogy as founding designer in January 2024 to redesign their web application, starting from the initial MVP.
Overview
Eventogy is a comprehensive platform that assists event organisers in planning, executing and analysing events. It offers a suite of tools within a smart ecosystem, enhancing documentation and AI integration for a more user-friendly experience.
Brief
I led the end-to-end design process, working closely with the Product Owner and Product Manager within a cross-functional team. As the founding designer, I built the product from the ground up and delivered a robust, well-documented design system.
The existing platform was limiting the team's ability to improve functionality and was overly complex for users, as it was initially designed by developers.
Revamp the outdated platform by integrating essential features and incorporating AI capabilities for the MVP, while making sure the redesign followed UX best practice and met high accessibility standards.
Process
This project started when most of these tools were brand new, so I treated them as things to test and compare rather than trust outright, alongside more everyday use for the work that sits around the screens themselves.
I built interactive prototypes in Figma Make, then tried the same flows in Google AI Studio to compare how each handled turning a design into something clickable.
Research and analysis work ran through both Gemini and OpenAI side by side, comparing their answers against each other rather than taking either on its own.
I tested Midjourney against OpenAI's image tools for reference and placeholder content. Midjourney came out ahead for this project, so most of the generated imagery came from there.
Gemini handled setting up meetings and connecting with Google Workspace, plus organising user stories and research; OpenAI covered similar ground: research, user stories and general documentation for planning.
Personas
B2B user: These users have full access to multiple features with a paid license. They are responsible for managing all their corporate events.
B2B user: Assists the Super Admin user by providing support with a free license, but has restricted and limited access to the platform.
Internal user: They provide support as admin users to clients in planning and managing events when challenges arise.
B2B2C user: These are attendees who participate in the event, engaging in surveys and live polls.
B2B2C user: They are guests of the attendee and can only attend the event. They do not participate in live polls or surveys.
Strategy
I dedicated an entire week to using the existing product, gaining expertise in its functionalities and identifying challenges.
Once I understood the platform, I organised and documented my findings, asking numerous questions to brainstorm ideas and validate my design suggestions.
I collaborated with the team to develop solutions, ensuring expectations and requirements were aligned. We validated these through design reviews and real user testing.
Exploration
The interface initially felt overwhelming, lacking a clear hierarchy to indicate the most important elements. Features were scattered throughout, added over time based on client requests without a scalable plan, resulting in a messy and chaotic product.
Discover
After reviewing the platform, I held a workshop with the support team. They were frustrated with faulty tools, often needing workarounds or manual coding. Some features were simple but time-consuming to fix, while others, like a website builder, posed significant challenges.
Studied existing products
Navigating the project wasn't always straightforward, and we faced several constraints that required careful decision-making.
A key technical constraint was the save process. The back end initially required manual saves and did not support autosave. We kept this approach temporarily to evaluate user impact, then implemented autosave once it was clear the friction justified the change.
The user impact was read qualitatively from support and usage; no before/after number was tracked for this decision.
Tight time constraints across research and development meant the design had to align closely with what could realistically be built in the available window, shaped around existing patterns and components rather than anything overly complex to implement. Instead of designing highly custom components, I worked with the existing data-table component to deliver a practical, scalable solution that met user needs while staying efficient for development.
Client constraints included strict brand colour palettes that had to stay consistent across event emails, the website and the iOS app, along with dynamic content that varied by country and user permission level. The answer was a single onboarding step where a client sets their palette and footer content once, used everywhere that brand appears.
We prioritised the essential features for the MVP. The support-team workshop's "Must have" column became the build list, so attendee-facing essentials like live polls and event feedback shipped first, and everything else waited its turn.
Design
I designed screens and explored multiple solutions, ensuring each met both user needs and business requirements. We conducted user testing with the internal team and real users through an online service to observe pain points and areas of struggle. To ensure consistency and smooth collaboration with developers, I created a comprehensive design system. This also helped guarantee the product was user-friendly, accessible, and aligned with established UX standards.
Validation
The internal support team sorted the existing product's problems onto a four-column board (Bad, Good, Must have, Nice to have), which set the MVP scope.
Proposed screens were reviewed with the Product Owner, Product Manager and wider internal team to align requirements before build.
Real users worked through the mocked-up flows via an online testing service, so pain points and areas of struggle could be observed before development.
Only the methods actually run on this project are listed. Participant numbers and session protocols weren't documented in enough detail to restate here.
Outcome
Here are some of the key screens from the platform.
Impact
To evaluate the impact of the redesigned Eventogy platform, I used a set of standard, measurable UX and product metrics. These gave a clear view of how the new interface improved efficiency, reduced friction, and supported both users and the business.
Tracks time to create events or complete key workflows; average time dropped from 35 min to under 15.
Measures error-free, unassisted task completion, which improved from 10% to 80%.
45%
Counts mistakes in key workflows, showing a 45% improvement in user reliability.
−67%
Measures support requests tied to confusing interfaces or workflows, down by 67%.
Automated audit score against WCAG, rising from 45/100 to 95/100.
Alignment with the new design language, with design consistency increasing from 35% to 88%.
Self-reported sentiment on the redesigned experience, improving from 4/10 to 8.5/10.
Designer-tracked metrics from this engagement, not a third-party study. Error rate, support tickets and satisfaction have no documented sample size or measurement window beyond "before vs. after launch"; the accessibility figure is an automated audit, not a full manual conformance review; design consistency is my own tracked measure. Two further figures (adoption and onboarding) were 1–5 ratings rather than the measures their labels implied, so they're left out.
Portfolio
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I help teams turn scattered products into systems people can actually use, from research through to a design system developers can build from.
