Overview

Eventtus is a mobile-first engagement platform for conferences, exhibitions, and corporate events. It allows organizers to create, manage, and promote events while helping attendees navigate schedules, network, and participate in real time.

By late 2019, it became clear that the home screen—the first touchpoint for attendees—was no longer serving its purpose. Based on user feedback and internal friction from constant per-event customization, we decided to reimagine the home experience with a scalable, intuitive design that could serve multiple event types out of the box.

Timeline

You didn’t come this far to stop

My Role

As the product designer, I led the end-to-end redesign process, from framing the problem and running interviews, to shaping the new information architecture and validating it through testing. I worked closely with the CPO, PM, and engineering squads to ensure a high-quality release on time.

Challenges

Despite being the first screen users see, home was being skipped altogether. Attendees were jumping straight to the agenda tab, and organizers were often requesting last-minute tweaks to adapt the home layout to each event.
We heard recurring pain points from both users and internal teams:

❌ Low relevance: Attendees felt lost, and the home wasn’t helping them understand the event or take action.

❌ Poor hierarchy: Important content and actions were buried or visually deprioritized.

❌ One-size-fits-none: The same design had to be manually customized per event type (exhibition, conference, etc.).

❌ Outdated UI: The design didn’t align with the rest of the app’s new patterns.

❌ Stakeholder frustration: Internal teams were spending time repeatedly “fixing” the home for each event.

Users & Personas

We served three key user types:

Attendees

Need to view agenda, navigate venue, book sessions, and interact with others.

Exhibitor

Focused on exposure and lead generation

Needed a scalable, consistent setup with minimal customization effort

Organizer

Stakeholder Discovery

We kicked off by meeting with the CEO, CPO, and PM to align on why this revamp mattered and what success would look like.

Key Goals

Make home truly useful, not just decorative

Approach

Reduce the need for one-off event tweaks

Align the app’s first screen with actual user behavior

Research & Insights

Internal Brainstorm

I ran a collaborative session with engineers and customer success, people who deeply understood technical bottlenecks and had real exposure to user pain during past events.

Competitive Analysis

We benchmarked home screens from 6+ event apps (Swapcard, Bizzabo, Eventbrite, etc.) and mapped their strengths and gaps across layout, content, and interaction patterns.

User Interviews

We conducted 6 in-depth interviews with VIP attendees (sourced via direct outreach from the CPO). This helped us understand real usage behavior across multiple events.

Journey Mapping

To ground our IA work, I mapped typical user flows: from landing on the app to attending sessions, discovering content, or interacting with other attendees.

Hypothesis

If we redesigned the home screen to reflect what attendees actually care about, and made it adaptable to different event types, we could:

• Increase usage of in-app features (agenda, networking, session booking).

• Reduce confusion and context-switching.

• Give organizers a scalable tool without custom code.

Execution

Old vs New IA

The original IA was flat, inflexible, and poorly prioritized. We restructured it to surface:

• Today’s agenda (upcoming/in-progress)

• Key event insights (location, timing, description)

• Quick actions (QR scan, session booking, chat)

• Modular cards that adapt based on the event type

Wireframes & Testing

I designed and tested high-fidelity wireframes using Marvel and ran validation sessions with users and internal stakeholders.

Implementation Constraints

We had a tight timeline. The design needed to be ready weeks ahead of the RiseUp event, giving developers enough time for implementation and QA.

Outcome & Impact

✅ Positive feedback from attendees and organizers on clarity and ease

✅ Faster navigation to sessions and agenda items, especially on event days

✅ 92% Engagement Rate on the redesigned home screen during RiseUp

✅ Enabled a scalable layout adaptable to different event types (conferences, exhibitions, corporate events)

The home screen evolved into a functional, modular entry point instead of just a static banner. Although we had more iterations in the pipeline, progress was paused due to the pandemic, and we shifted focus to support virtual events through the app.

WHAT I LEARNED

• Always validate hierarchy with users, not just with stakeholders.

• Make scalable design part of the objective—not just a “nice to have”.\

• Even when pressed for time, it’s possible to deliver high-impact work with lean research if you ask the right questions early.