[Case 01]
Optimizing the digital journey for Crediexpo 2024
Finance
Crediexpo 2024: Negocios y finanzas
Optimizing the digital journey for one of the largest business events in Guanajuato, Mexico.
[Project Overview]
Crediexpo 2024 is a business and finance forum designed to connect entrepreneurs, executives, and investors through conferences, workshops, and networking experiences. Tasked with improving the registration experience, I redesigned key digital touchpoints to simplify navigation and streamline the ticket purchasing journey. By optimizing information architecture and reducing friction, the experience became more intuitive for attendees.
[Problem Statement]
The event website needed to communicate a large amount of information while guiding users efficiently toward registration. Multiple ticket options, extensive agendas, and varying audience needs increased the risk of confusion and drop-offs during the decision-making process.
[Industry]
Finance
[My Role]
Lead Designer
[Platforms]
Responsive website
[Timeline]
June 2024- August 2024
[Persona]
Carlos Martínez
Small Business Owner
I want practical insights and meaningful connections that help me grow my business.
Age: 38
Location: León, MX
Tech Proficiency: Moderate
Gender: Male
[Goal]
Discover actionable strategies to improve business performance.
Connect with entrepreneurs, investors, and industry experts.
Attend relevant conferences and workshops without missing key sessions.
[Frustrations]
Unclear ticket options and event benefits.
Excessive information that makes decision-making difficult.
Long registration flows that interrupt the purchase process.
[Process]
[01] User Research
Conducted interviews with 10 potential attendees to understand their expectations, motivations, and concerns before registering for the event.
Reviewed previous event materials and analyzed the existing registration flow to identify friction points affecting decision-making.
Benchmarked similar business events to explore best practices in information hierarchy and ticket purchasing experiences.
[02] Insights
Users needed to quickly understand the value of attending before committing to a purchase.
Complex schedules and multiple ticket options created confusion and increased cognitive load.
Attendees expected a smooth, trustworthy registration experience that worked seamlessly across devices.
[03 Design Solution]
Redesigned the event landing page to prioritize the most relevant information and guide users toward registration.
Reorganized the content structure to improve discoverability of speakers, workshops, and ticket options.
Designed a responsive experience focused on reducing friction throughout the decision and purchase journey.
[04] Testing & Iteration
Conducted usability testing with 10 participants, evaluating the clarity of the content and the registration flow.
Gathered feedback through moderated sessions and refined layouts based on user observations and behaviors.
Iterated key interface components to simplify navigation and improve the overall mobile experience.
[Outcome]
Sold-out event with more than 2,000 attendees across two days.
Improved the registration journey by reducing friction and simplifying access to key event information.
Created a more intuitive experience that helped users confidently navigate, explore, and register for the event.
[Key Learnings]
Simplification is key
Users value a quick and easy process, especially on mobile.
Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.
Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.