Enhancing Efficiency and User Experience by Streamlining Event Management Process: EventHop
Enhancing Efficiency and User Experience by Streamlining Event Management Process: EventHop
To support growing demand and reduce development costs, I helped a leading digital identity provider in Indonesia redesign its internal event creation flow. By leveraging their unique customer ID system, we introduced a scalable and secure solution that simplifies event setup, reduces fraud risk, and empowers teams to manage events more efficiently.
To support growing demand and reduce development costs, I helped a leading digital identity provider in Indonesia redesign its internal event creation flow. By leveraging their unique customer ID system, we introduced a scalable and secure solution that simplifies event setup, reduces fraud risk, and empowers teams to manage events more efficiently.
Client
IDENTITY PROVIDER
industry
software as a service (SAAS)
role
UI/UX Designer, project lead
tools
Figma, pencil and paper
duration
2 weeks
Year
2023
📣
This project originally included dashboard and mobile application design. However, due to a confidentiality agreement, I cannot disclose the client's specific identity or certain details, particularly regarding business decisions related to the mobile application.
Instead, I will focus on highlighting my process in creating the dashboard for the client's internal teams.
This project originally included dashboard and mobile application design. However, due to a confidentiality agreement, I cannot disclose the client's specific identity or certain details, particularly regarding business decisions related to the mobile application.
Instead, I will focus on highlighting my process in creating the dashboard for the client's internal teams.
This project originally included dashboard and mobile application design. However, due to a confidentiality agreement, I cannot disclose the client's specific identity or certain details, particularly regarding business decisions related to the mobile application.
Instead, I will focus on highlighting my process in creating the dashboard for the client's internal teams.
current situation
Client overview
The client is one of the leading digital identity and digital signature providers in Indonesia, recognized by the Ministry of Communication and Digital (KOMDIGI). They offer identity verification services for customer, validated using data from the Directorate General of Population and Civil Registration (DUKCAPIL). Customers who successfully complete the verification process are given a unique ID, which can be utilize for processes such as login or applying credit card at partner banks, eliminating the need to repeat the identity checks.
Leverage this unique ID, they also provide a range of B2B services including event management solutions for their merchants. By linking event bookings to customer IDs, these solutions enhancing security and reduce the risk of ticket fraud, such as unauthorized purchases or reselling tickets at inflated prices.
Current situations
In 2023, the client has successfully organized private events for participants, such as exclusive gatherings and golf competitions. To set up these events, the client’s marketing team collaborates with their development team to build custom applications for managing event information, bookings and transactions. However, in 2024, the demand of event creation increased, presenting a significantly challenges. Each event comes with unique details, leading to costly development processes, time-consuming workflows, and custom applications that are built for single-use.
Client overview
The client is one of the leading digital identity and digital signature providers in Indonesia, recognized by the Ministry of Communication and Digital (KOMDIGI). They offer identity verification services for customer, validated using data from the Directorate General of Population and Civil Registration (DUKCAPIL). Customers who successfully complete the verification process are given a unique ID, which can be utilize for processes such as login or applying credit card at partner banks, eliminating the need to repeat the identity checks.
Leverage this unique ID, they also provide a range of B2B services including event management solutions for their merchants. By linking event bookings to customer IDs, these solutions enhancing security and reduce the risk of ticket fraud, such as unauthorized purchases or reselling tickets at inflated prices.
Current situations
In 2023, the client has successfully organized private events for participants, such as exclusive gatherings and golf competitions. To set up these events, the client’s marketing team collaborates with their development team to build custom applications for managing event information, bookings and transactions. However, in 2024, the demand of event creation increased, presenting a significantly challenges. Each event comes with unique details, leading to costly development processes, time-consuming workflows, and custom applications that are built for single-use.
the challenge
Following the initial problem, I was chosen as the sole designer to create solution that reduce costs related to developing new applications while also streamline the event creation with specific requirements. To approach this project, I used a design thinking process while maintaining continuous communication with the client and my engineers at every step, ensuring alignment of expectations and shared understanding of project goals.
Following the initial problem, I was chosen as the sole designer to create solution that reduce costs related to developing new applications while also streamline the event creation with specific requirements. To approach this project, I used a design thinking process while maintaining continuous communication with the client and my engineers at every step, ensuring alignment of expectations and shared understanding of project goals.
DESIGN PROCESS
empathise
Since there was no recorded data to begin with, I scheduled online daily meetings with stakeholders, including the client, their marketing team as users, and my engineer team. These meetings were intended to gain a comprehensive understanding of user pain points and their expectations.
I structured the meetings around three main agendas. Firstly, I planned to conduct in-depth interviews with users to define the problems that needed to be solved. Secondly, I used the sessions to brainstorm ideas, involving everyone in the process to gain diverse perspectives. Finally, I planned to discuss project iterations and the required timeline. There was no fixed time for each agenda, but once a goal was achieved, we moved on to the next.
To prepare for the initial user interviews, I developed a research plan outlining research goals, including the current event planning workflow, specific challenges users encounter at each stage, and key questions.
I recorded the interview and doing analysis by organizing pattern into themes and grouping together based on their similarities. I found several key findings including:
The current event creation process is manual and time-consuming, involving multiple touchpoint, such as the marketing lead and head of product, before eventually reaching the development team. This often leads to miscommunication and a lack of visibility into the process.
The reliance on custom application development for each event is a significant challenge due to high costs, long development times, and limited flexibility for future use. For example, a sports event setup could not be reused for a concert event, which required multiple ticket purchases.
Monitoring the progress of each event was difficult because it involved multiple applications, making it challenging for the marketing team to assess the performance of past events.
Since there was no recorded data to begin with, I scheduled online daily meetings with stakeholders, including the client, their marketing team as users, and my engineer team. These meetings were intended to gain a comprehensive understanding of user pain points and their expectations.
I structured the meetings around three main agendas. Firstly, I planned to conduct in-depth interviews with users to define the problems that needed to be solved. Secondly, I used the sessions to brainstorm ideas, involving everyone in the process to gain diverse perspectives. Finally, I planned to discuss project iterations and the required timeline. There was no fixed time for each agenda, but once a goal was achieved, we moved on to the next.
To prepare for the initial user interviews, I developed a research plan outlining research goals, including the current event planning workflow, specific challenges users encounter at each stage, and key questions.
I recorded the interview and doing analysis by organizing pattern into themes and grouping together based on their similarities. I found several key findings including:
The current event creation process is manual and time-consuming, involving multiple touchpoint, such as the marketing lead and head of product, before eventually reaching the development team. This often leads to miscommunication and a lack of visibility into the process.
The reliance on custom application development for each event is a significant challenge due to high costs, long development times, and limited flexibility for future use. For example, a sports event setup could not be reused for a concert event, which required multiple ticket purchases.
Monitoring the progress of each event was difficult because it involved multiple applications, making it challenging for the marketing team to assess the performance of past events.
define
I put together the information from the interview and create "How Might We" (HMW) questions that frame the problems for ideation.
How might we streamline the event creation workflow to reduce manual effort and improve communication between teams?
How might we design a reusable event setup that adapts to various event categories without requiring extensive redevelopment?
How might we centralize event data to help the marketing team track event progress and performance more efficiently?
Before continue to ideation, I created user personas and shared them with the team to foster a deeper understanding of user needs and behaviors. After that, we discussed and prioritized the personas based on their critical role in maintaining existing partnerships and potential to drive revenue growth. The Marketing Associate persona was considered to be the most important, followed by the Business Development Associate, and the Marketing Manager.
I put together the information from the interview and create "How Might We" (HMW) questions that frame the problems for ideation.
How might we streamline the event creation workflow to reduce manual effort and improve communication between teams?
How might we design a reusable event setup that adapts to various event categories without requiring extensive redevelopment?
How might we centralize event data to help the marketing team track event progress and performance more efficiently?
Before continue to ideation, I created user personas and shared them with the team to foster a deeper understanding of user needs and behaviors. After that, we discussed and prioritized the personas based on their critical role in maintaining existing partnerships and potential to drive revenue growth. The Marketing Associate persona was considered to be the most important, followed by the Business Development Associate, and the Marketing Manager.
ideate
After fully understanding the problem, we moved on to the second discussion: brainstorming potential solutions and features to address the identified challenges. We organized the generated features and narrowed them down for the Minimum Viable Product (MVP). To prioritize these features, each meeting participant scored them asynchronously based on their relevance to the needs and interests of our identified user personas.
The scoring steps are explained in the video below.
Next, we had an informed discussion based on the scores to determine the project scope and timeline. We decided that the project details would be:
The MVP will include all listed features except for the "Discount and Promotions" feature, which requires further discussion due to the various ways discounts can be applied, such as at the event level, ticket level, or based on event categories.
User flow
Before jumping into screen design, I created a User Flow to help me visualize the processes users need to go through when they use the application. I decided to separate the organizer, category, and event template for handling category-specific additional information from the event creation process and planned to create dedicated menus for them to accommodate future scalability needs. I then consulted with the clients to get their approval.
A snippet of the user flow is attached below
Wireframing
With client approval in hand, I explored similar applications to gather inspiration for structure, layout, and user patterns. Recognizing the tight timeline, I implemented an iterative approach, paralleling wireframing with ongoing discussions with the team, facilitating effective communication of design decisions, particularly regarding layout. There are several key decision, including:
Event template: The event template will be presented as a page allowing users to add multiple field properties with drag-and-drop functionality for flexible arrangement.
Event creation: To enhance the user experience and streamline content editing, the event form will feature a two-column layout. The left column will display the content fields, while the right column will provide a real-time preview of the event information as it is entered. This real-time preview eliminates the need for users to constantly switch between editing and preview modes, allowing for more efficient and intuitive content creation.
Event creation: Event type selection will be presented as the initial step in the event creation process. The subsequent form will dynamically adjust based on the selected event type. To enhance user experience and prevent information overload, the form will be divided into a step-by-step process, with optional fields initially hidden to maintain clarity and focus.
Event creation: Additional data forms, designed to collect specific information from customers during the booking process, will be integrated as a step within the event creation flow. This will ensure users focused on designing the specific data points they require while minimizing distractions.
After fully understanding the problem, we moved on to the second discussion: brainstorming potential solutions and features to address the identified challenges. We organized the generated features and narrowed them down for the Minimum Viable Product (MVP). To prioritize these features, each meeting participant scored them asynchronously based on their relevance to the needs and interests of our identified user personas.
The scoring steps are explained in the video below.
Next, we had an informed discussion based on the scores to determine the project scope and timeline. We decided that the project details would be:
The MVP will include all listed features except for the "Discount and Promotions" feature, which requires further discussion due to the various ways discounts can be applied, such as at the event level, ticket level, or based on event categories.
User flow
Before jumping into screen design, I created a User Flow to help me visualize the processes users need to go through when they use the application. I decided to separate the organizer, category, and event template for handling category-specific additional information from the event creation process and planned to create dedicated menus for them to accommodate future scalability needs. I then consulted with the clients to get their approval.
A snippet of the user flow is attached below
Wireframing
With client approval in hand, I explored similar applications to gather inspiration for structure, layout, and user patterns. Recognizing the tight timeline, I implemented an iterative approach, paralleling wireframing with ongoing discussions with the team, facilitating effective communication of design decisions, particularly regarding layout. There are several key decision, including:
Event template: The event template will be presented as a page allowing users to add multiple field properties with drag-and-drop functionality for flexible arrangement.
Event creation: To enhance the user experience and streamline content editing, the event form will feature a two-column layout. The left column will display the content fields, while the right column will provide a real-time preview of the event information as it is entered. This real-time preview eliminates the need for users to constantly switch between editing and preview modes, allowing for more efficient and intuitive content creation.
Event creation: Event type selection will be presented as the initial step in the event creation process. The subsequent form will dynamically adjust based on the selected event type. To enhance user experience and prevent information overload, the form will be divided into a step-by-step process, with optional fields initially hidden to maintain clarity and focus.
Event creation: Additional data forms, designed to collect specific information from customers during the booking process, will be integrated as a step within the event creation flow. This will ensure users focused on designing the specific data points they require while minimizing distractions.
design
Once I have solid design direction, I began developing the structure and hierarchy of the design, along with its aesthetic treatments. In response to the client's preference for a minimalist design, I chose DM Sans font as the primary font because its clean lines, and have good readability for smaller text size. I utilizing variations in size and weight to established a clear visual hierarchy. Additionally, blue was chosen as the primary color as it evokes trust and a sense of reliability, qualities commonly associated with dependable platforms. To streamline the high-fidelity design process, I simultaneously developed the design and style guide. Furthermore, to present information in event creation process clearly, I structured it as follows:
The order of steps and the information displayed were designed to mirror the user's journey in the application: event details, additional data form, and publish.
Event details: Basic details that shown in all event such as event title, schedule, description, and image are presented upfront.
Event details: To minimize cognitive load and simplify the interface, additional information fields are initially hidden within the Event Details step and revealed progressively.
Ticket Settings: Ticket settings are displayed only when the user selects a ticketing booking type.
Optional Data Forms: Data collection forms are included as an optional step within the event creation flow.
Publishing: Event publishing includes the final review of event settings before making the event live.
Following the completion of the design phase, I conducted a meeting with stakeholders and the team to gather feedback. Through several iterations, we revised the design based on the feedback received. Key changes included:
Reorganizing content: Rearranging information and adding event tags and terms & conditions to the required fields.
Add multiple schedule: This feature was added in response to a user request for scheduling events six months later, highlighting the need for this functionality.
Once I have solid design direction, I began developing the structure and hierarchy of the design, along with its aesthetic treatments. In response to the client's preference for a minimalist design, I chose DM Sans font as the primary font because its clean lines, and have good readability for smaller text size. I utilizing variations in size and weight to established a clear visual hierarchy. Additionally, blue was chosen as the primary color as it evokes trust and a sense of reliability, qualities commonly associated with dependable platforms. To streamline the high-fidelity design process, I simultaneously developed the design and style guide. Furthermore, to present information in event creation process clearly, I structured it as follows:
The order of steps and the information displayed were designed to mirror the user's journey in the application: event details, additional data form, and publish.
Event details: Basic details that shown in all event such as event title, schedule, description, and image are presented upfront.
Event details: To minimize cognitive load and simplify the interface, additional information fields are initially hidden within the Event Details step and revealed progressively.
Ticket Settings: Ticket settings are displayed only when the user selects a ticketing booking type.
Optional Data Forms: Data collection forms are included as an optional step within the event creation flow.
Publishing: Event publishing includes the final review of event settings before making the event live.
Following the completion of the design phase, I conducted a meeting with stakeholders and the team to gather feedback. Through several iterations, we revised the design based on the feedback received. Key changes included:
Reorganizing content: Rearranging information and adding event tags and terms & conditions to the required fields.
Add multiple schedule: This feature was added in response to a user request for scheduling events six months later, highlighting the need for this functionality.
testing
Before the launch, we conducted online usability testing with users. I prepared three scenarios: creating an event, viewing and filtering analytics data, and adding a new user. During the testing sessions, users were encouraged to 'think aloud' as they completed each task. While observing their interactions, I listened for feedback and collected data on task completion success rates and the time required to complete each task. There are several key findings, including:
All participants successfully completed all tasks, achieving a 100% success rate.
The average task completion time was 5 minutes, except for the complex event creation process using templates. Some participants took up to 15 minutes to complete this task, spending time exploring the interface and pausing to determine the next steps.
While users required some time to adapt to the workflow, we decided to proceed with the launch to meet the deadline. The observed challenges were not considered significant enough to delaying the launch.
Before the launch, we conducted online usability testing with users. I prepared three scenarios: creating an event, viewing and filtering analytics data, and adding a new user. During the testing sessions, users were encouraged to 'think aloud' as they completed each task. While observing their interactions, I listened for feedback and collected data on task completion success rates and the time required to complete each task. There are several key findings, including:
All participants successfully completed all tasks, achieving a 100% success rate.
The average task completion time was 5 minutes, except for the complex event creation process using templates. Some participants took up to 15 minutes to complete this task, spending time exploring the interface and pausing to determine the next steps.
While users required some time to adapt to the workflow, we decided to proceed with the launch to meet the deadline. The observed challenges were not considered significant enough to delaying the launch.
impact
The development cost of the new system turned out to be zero, as all event creation tasks were successfully migrated to the new application, eliminating the need for separate tools or processes. Additionally, the event template greatly helps the marketing team customize specific additional information for each event, even though they need some time to adjust to the flow. Furthermore, the revenue data, total tickets, and total reservations help teams present real-time data to stakeholders or potential partners, enabling growth opportunities and resulting in a 30% increase in partnerships, according to data from the marketing team.
Future Iteration
This is just the MVP. We will continue to collect user feedback and incorporate it into future iterations, which will also include the addition of new features. For future iterations, I also aim to streamline the workflow by integrating entry points for creating categories, organizers, and event templates directly within the event creation process. This integration would eliminate the need to navigate to separate menus, fostering a more seamless event creation experience.
The development cost of the new system turned out to be zero, as all event creation tasks were successfully migrated to the new application, eliminating the need for separate tools or processes. Additionally, the event template greatly helps the marketing team customize specific additional information for each event, even though they need some time to adjust to the flow. Furthermore, the revenue data, total tickets, and total reservations help teams present real-time data to stakeholders or potential partners, enabling growth opportunities and resulting in a 30% increase in partnerships, according to data from the marketing team.
Future Iteration
This is just the MVP. We will continue to collect user feedback and incorporate it into future iterations, which will also include the addition of new features. For future iterations, I also aim to streamline the workflow by integrating entry points for creating categories, organizers, and event templates directly within the event creation process. This integration would eliminate the need to navigate to separate menus, fostering a more seamless event creation experience.
takeaway
Reflecting on the process, I hope to gather more comprehensive data after the launch by using application trackers to measure metrics such as completion rates. However, this requires collaboration with multiple teams and involves several steps to integrate and configure the necessary tracking. It may take an additional weeks to fully integrate the tracking. Additionally, working as the sole designer on this project is really challenging, as it arise to streamline complex process with multiple touchpoint. I learned that early and consistent stakeholder engagement, coupled with active participation from all team members, significantly improved feature definition and product details.
Reflecting on the process, I hope to gather more comprehensive data after the launch by using application trackers to measure metrics such as completion rates. However, this requires collaboration with multiple teams and involves several steps to integrate and configure the necessary tracking. It may take an additional weeks to fully integrate the tracking. Additionally, working as the sole designer on this project is really challenging, as it arise to streamline complex process with multiple touchpoint. I learned that early and consistent stakeholder engagement, coupled with active participation from all team members, significantly improved feature definition and product details.