Event Management System
For our graduate capstone project, we collaborated with Gravity Drive, a design consulting firm based in Fishers, Indiana, to tackle a pressing issue within the event management industry: the absence of an all-in-one event management platform.
Our key objective was to uncover existing challenges in the event management domain and develop an innovative solution to address them effectively.
​
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.
Project Description
Duration - September 2023 - April 2024
​
Role - UX Researcher & Designer
​​
Teammates - Austin Coon, Daivik Chauhan, Nikhil Shinde
​
Problem
Our preliminary research highlighted the fragmented nature of the event management industry, where venues often depend on separate tools for various tasks, such as using spreadsheets for booking records, emails for communication, and different platforms for payments, venue visualization, and customization.
​
This lack of integration results in a disconnected experience for both event organizers and clients, increasing the risk of miscommunication, missed deadlines, higher workloads, and even revenue losses.
Solution​
Recognizing the inconsistency across the event management industry, we aimed to consolidate various processes into a single, streamlined application.
This solution would cover everything from booking and planning to payments.
We identified the need for an integrated platform to simplify event planning and execution while fostering better collaboration among all stakeholders.
The 5-Step Process
This 5-Step Process was used throughout my two semesters on this project.
01
Research
02
Data Analysis
03
Ideation
04
Design, Testing, and Iteration
05
Wrap-Up
01 Research
UNDERSTAND THE PROBLEM SPACE
Overview
Events have long been central to human civilization, serving cultural, social, educational, and business purposes. The event management industry has evolved significantly, driven by technological advancements that have transformed how events are planned, organized, and executed.
​
In laying the groundwork for our exploration of the event management industry, our team engaged in a multifaceted approach encompassing both a literature review and a rigorous competitive analysis. These research methods served as lenses through which we gained a profound understanding of the intricacies, challenges, and evolving trends within the event management landscape.
​
This dual-pronged approach not only sharpened our comprehension of existing practices but also spotlighted opportunities for innovation within the industry.
Literature Review & Competitor Analysis
​For our initial background research, the team took a look at seven competitors whose products included features that we are looking to implement or include in the application we will be creating.
After identifying the seven competitors, we created a Competitor Features Comparison Table to compare the major features and functionalities that each competitor offered with their event management program.
Site Visits and Interviews
To better understand the event management space and how venues function, our team got in contact with 5 different venues.
During each site visit, our team performed both walkthroughs of the venues and conducted in-depth sit-down interviews with venue employees or owners.
The data collected during these visits, coupled with detailed notes, photographs, and videos obtained on-site, served as the foundation for identifying and documenting the key findings from each venue exploration.
Research Insights
After conducting our research we found that...
​
• 4 out of 5 venues visited currently use Excel sheets to keep track of upcoming events. There is a need for a streamlined digital booking system.
• Communication is a big issue with event planners relying solely on emails and sometimes text messages.
• Event managers face hurdles keeping all parties updated on tasks and changes throughout the lifecycle of the event.
• 4 out of 5 venues expressed their interest for an event management system to help reduce their workload.
"Sometimes its so difficult like to keep track of everything. The only thing that I keep track is the names and phone numbers."
02 Data Analysis
WHO'S OUR AUDIENCE?
Overview
Here we examined, organized, and interpreted our data to uncover patterns, insights, or trends in order to make well-informed decisions.
Personas
From our site visits and interviews, we created two personas representing the event industry professionals we engaged with during field research. These personas reflect the primary user group for an event management system.
​
Their goals included:
-
Delivering memorable client experiences from booking to execution.
-
Managing multiple events seamlessly.
-
Attracting new clients and event types.
-
Communicating effectively to build relationships.
Key Features
Our research highlighted the need for several features, including venue onboarding, event customization, event management, space selection, communication, payments, and event visualization. However, due to time constraints, we had to make the tough decision to narrow our focus.
​
Ultimately, we prioritized three key goals to align with our timeline.
03 Ideation
PUT IT ON PAPER!
Overview
During this phase of the project, our team began to generate ideas for the layout and functionality of our event management system.
Brainstorm
These sessions were dynamic and collaborative, fostering creativity and allowing us to evaluate multiple approaches.
​
We continuously refined our designs based on feedback from our partner, ensuring our concepts aligned closely with user needs.
By revisiting and enhancing our ideas after each session, we maintained a user-centered focus, prioritizing practical solutions and seamless functionality throughout the development process.
Information Architecture
The goal of Information Architecture is to make information easy to find and tasks simple to complete.
​
Our event management application was developed through extensive research, interviews, and on-site visits to various event venues. These efforts, combined with our client’s vision, shaped the functional requirements outlined below. By understanding the challenges and goals of event planners, we aimed to deliver an innovative, all-in-one solution tailored to diverse event management needs.
Sketching
We actively sketched screens during our ideation process to visualize how various features would integrate and function cohesively.
​
Throughout our ideation sessions, we embraced an iterative sketching approach. Each team member created individual screen designs, which we then reviewed collectively, providing feedback and refining our concepts.
This collaborative process not only improved the designs but also fostered a deeper understanding of user needs and feature alignment.
04 Design, Testing, and Iteration
BRINGING THE DESIGN TO LIFE
Overview
After completing the low-fidelity design phase, we brought our design to life by creating a high-fidelity prototype. We then reconnected with the venues we had visited earlier, inviting their owners and managers to participate in testing sessions. Over five sessions, participants tackled a set of predefined tasks, giving us valuable insight into how the application functioned in practice.
This phase was the heart of our project, where ideas transitioned from concept to reality. By using a task-based scenario approach, we honed in on the core features, identifying areas of strength and opportunities for improvement. This hands-on testing ensured our design aligned with real-world needs and effectively addressed user challenges.
User Testing
After completing the low-fidelity design phase, we developed a high-fidelity prototype and reached out to the venues we had previously visited, inviting them to participate in testing. We conducted five test sessions with venue owners and managers, focusing on a predefined list of tasks.
​
By using a task-based scenario approach, we concentrated on the application's core functionality, presenting participants with scenarios and asking them to complete three specific tasks.
Task 1
Identify the most important task, complete it, and mark it as completed.
Completion rate: 100% (partial success).
Participants were able to locate the task with the highest priority but were not able to connect it with the associated event.
Task 2
Create a high-priority task and assign it to a staff member.
Completion rate: 80% (complete success).
They could easily locate and create tasks, while some struggled with assigning 'priority' and connecting the task to an event.
Task 3
a. Find if someone messaged you regarding a change in the event decoration.
b. Make the change requested.
c. Inform them that the changes have been made.
Completion rate (a): 60% (partial success).
Completion rate (b): 60% (partial success).
Completion rate (c): 100% (complete success).
No users could complete all three parts of the task, almost all the participants were confused between the mail icon and the contacts section on the navbar.
Responding to Feedback
Based on the feedback from the five venue owners, we carefully analyzed their input to refine our prototype.
To address the concern about overwhelming sections, we streamlined the interface by reducing visual clutter and organizing information into more manageable chunks.
Recognizing the need for a search button, we integrated a robust search feature to improve accessibility and allow users to quickly find relevant information. For navigation challenges, we simplified the layout and added clearer visual cues to guide users through the application more intuitively. Lastly, to resolve the difficulty in associating people with events, we implemented a more user-friendly tagging system, enabling easy linkage between individuals and specific events.
These changes were aimed at enhancing usability and ensuring the application met the needs of its users.
05 Wrap-Up
Learning Outcomes
Key Takeaway
This project emphasized the value of iteration and taking time with the design process. We spent most of our time in the research and ideation phases, continuously refining our low-fidelity designs until we established a strong foundation of features.
​
It also reinforced the necessity of field research—“getting into the shoes of the user.” By interviewing event managers and venue owners, we were able to better understand their challenges and pinpoint the root causes of the issues they faced.
​
Below are some of the aspects our users really enjoyed.
​
​
Users liked that the system was a one stop solution for all their needs including Messaging, Event tracking, Customization and other options.
Inclusive
Users found it less complex and easier to adapt to than other similar applications they've used in the past.
Smaller Learning Curve
Users were awed by the different customization options like food, music, decor with even tables and chair and drapery.
Event Customization
Users liked the analytics option on the dashboard for tracking venue progress and see how their venue is performing overtime.
Analytics