Problem

The original design-builder was manual, complex, and a bottleneck—especially for non-designers. This led to slow campaign launches, frequent task abandonment, and poor user satisfaction.

Strategic Approach & Execution

I rethought the user flow and leveraged SimpleEvents’ existing event data to redesign the campaign creation process.

  • Conducted usability testing and user interviews to identify pain points

  • Analyzed competitors (Squarespace, FloDesk, Wix) for automation benchmarks

  • Collaborated closely with engineering to ensure backend integration

Solution

Developed the Template Center, a platform-level feature that automates users ‘ event data (logos, dates, venues) to auto-fill marketing templates. This:

  • Eliminated manual data entry and repetitive tasks

  • Simplified workflows for novice users

  • Ensured consistent, personalized campaign materials

Results

  • Cut design time by 50%, enabling faster campaign launches

  • Empowered non-designers to produce high-quality marketing materials

  • Increased user retention by 30% and engagement by 20%

  • Reduced support tickets related to campaign setup

 
 


Opportunity for Improvement

Product improvements are rarely one-size-fits-all; the most effective solutions often come from rethinking the approach. Usability testing revealed that the original design-builder was neither intuitive nor user-friendly. Novice users struggled with basic tasks, leading to high drop-off rates, incomplete campaigns, and frustration.

Pain Points Identified:

Through usability testing, I identified several key pain points that made the design-builder inefficient and frustrating for users:

  • Complex navigation: Novice designers struggled with the interface, leading to high drop-off rates during campaign creation.

  • Lack of automation: Users had to manually input event details, leading to repetitive tasks and errors.

  • Time-consuming process: Designing and scheduling emails took too long, delaying campaign launches.

  • Poor user satisfaction: Frequent task abandonment and over-reliance on customer support resulted in incomplete campaigns and low retention.

  • Lagging behind competitors: The design-builder lacked automation features found in tools like Squarespace, FloDesk, and Wix, making it less efficient.

 
 
 

Automation based on existing data

Event coordinators typically plan events a year in advance, logging all details within SimpleEvents. By utilizing this pre-existing event data in the Template Center, novice designers could create polished marketing materials with minimal effort.

Data utilized from the database:

  • Event logos and banners

  • Event name, dates, and location

  • Hotel and venue information

  • Additional design details as needed

This automation streamlined the design process, ensuring consistency, personalization, and reducing manual input.

 

Conclusion

By taking a holistic view of the platform’s data architecture and user workflows, I designed an integrated automation solution that connects backend data with front-end experiences, ensuring consistency, scalability, and efficiency.

 
 

UX Overhaul for SimpleEvents

A B2B and B2C event platform streamlined workflows, reducing friction by 40% and improving task completion by 30%, boosting user satisfaction and empowering teams.