Strategic redesign: Clarity and efficiency for event contract conversion
Timeline: 15 days/120h | Role: Solo Product Designer
Solution
Organizer-centered redesign: clarity and efficiency for contract conversion
A website redesign focused on event organizers/exhibitors, offering a clear and straightforward experience to facilitate space rentals and reduce operational costs. The solution includes:
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New information architecture with profile segmentation (visitor and organizer/exhibitor)
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Detailed and visual presentation of rentable spaces
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Filters and triggers to simplify the search for the ideal space
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Quick access to essential information, such as parking and accommodations
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Commercial and direct language aligned with business needs
Problem
Current website did not add value to the business
FIERGS Event Center identified that the current website was primarily used by visitors to check event schedules and parking prices, while the main audience (organizers/exhibitors) struggled to find essential information. Key issues included:
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Confusing information architecture, especially for modular spaces
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Difficulty locating critical information, such as regulations
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Excessive unnecessary information, causing confusion
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Lack of focus on the audience that drives business revenue
Research
Understanding deficiencies and opportunities
To reformulate the website, the following steps were taken:
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Benchmarking with similar competitors, identifying profile segmentation (visitor and organizer) as a standard, but with flaws in clarity and organization
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Analysis of the current website, highlighting pain points such as lack of transparency in information and confusing architecture
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Discussion rounds with the FIERGS Event Center team to align expectations and needs
Ideation
Prioritizing clarity and focus on the main audience
Based on the research, the following was defined:
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New sitemap with clear profile segmentation and dedicated submenus for the most relevant information
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Focus on organizers/exhibitors, with commercial language and detailed presentation of spaces
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Filters and triggers to simplify searches and increase conversion
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Quick access to essential information, such as parking and accommodations
Testing
Validating the new architecture and flows
Tests were conducted with the FIERGS Event Center team and potential organizers/exhibitors to validate:
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Clarity in profile segmentation and submenus
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Ease of locating critical information
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Efficiency of filters and triggers in space searches
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Overall improvement in user experience
Final Result
Delivered Solution
Conclusions and Lessons Learned
Clarity and focus are essential for success
Research and user validation were crucial in identifying the current website's deficiencies and proposing a solution aligned with business needs. The new information architecture and direct commercial language brought more transparency and efficiency, reducing operational costs and increasing satisfaction among the main audience.
Next steps:
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The conversion rate will be evaluated after the launch of the new website. We also expect to map the reduction in calls to the operational team for processing basic information. As expected, minor adjustments will likely be needed to the current interface, particularly in the textual content related to rentable spaces.
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Additionally, a virtual tour feature for the spaces will be implemented. Due to recent floods, this feature, which was originally planned for release, was postponed because of the need to renovate some affected spaces.
