Create an Event

Jul 20, 2020 · 14 min read


Fourth week at IronHack and I’m feeling motivated, using the tools of UX more effectively and fully understanding the process is making me more confident with my work.

This week we have the project: Curated Event Microsite — I have been hired to design a ready-to-build website for a festival of my choice that will take place next year. My partner and I Delawit Assefa were excited to take on this project in a four-day sprint. We brainstormed and learned from each other, I’ve learned a lot from all of my classmates, working with others during the UX process is very crucial to get data, information and ideas you wouldn’t necessarily think of.


Lean UX Canvas

Competitive Comparison Chart

I incorporated a wide range of competitors to get a better understanding of the festival industry: Basel House and Miami Art Mob were local events for local artists and vendors. Scope and Faena Festival were more on the fine arts side of events thrown during Art Basel and Get Lost was strictly a music festival. It’s OK to have your competitor list very broad, you can’t be afraid to find an opportunity, keep your research open.

Market Positioning Chart

Blue ocean or area of opportunity that was discovered through my map was an event that is locally based and consists of both musical performances and visual art.

I realized how big the area of opportunity in this step can guide you through the rest of your process, this tool helps you immensely onto you to your next step and really finding out what you need to be researching.

User Research

Quantitative Data: Survey

  • 50% reported that their favorite events involved music, wether it was a music festival or a live performance.
  • 60% preferred to save their tickets as e-tickets.
  • 68% said that disorganization and bad event layout would lead them away from going to that event again.
  • 34% go to the events website to look for more information
  • 30% went to a fashion related event in the past two years.

Qualitative Data: Interviews

“I really can’t do big crowds, I wish there were more small performances but I usually don’t know how to find it.”

“I try to look at social media or ask my friends to find new events, but sometimes people don’t have similar interests as I do.”

“One main thing for me during a festival is honestly just not being bored, the festival really has to have things for me to do while waiting for others to perform.”

When interviewing and running into multiple wicked problems, you have to go deeper into your research. Having a wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements that are difficult to recognize. For example: parking or traffic, we can find certain solutions to alleviate the pain points, but we can’t fully solve these issues — make sure to know a wicked problem when you see one.


Sticky notes are color coordinated by interviewers and survey data.

I’ve personally come so far with Affinity Mapping, sometimes I look back at what I did earlier in the cohort and how I utilized this tool before and I’m happy with my improvement.

Main Themes that I discovered on my Affinity Map: finding event information, and pain points. Pain points are crucial to narrow down, this is a knowledge gap that boosts an opportunity.

Breaking down major problems like in this case: information and pain points. You can going into sub categories, to bring off an overload of information and find patterns throughout the research. Since we’ve had a lot of different information from people, I learned to never skip over anything you feel isn’t important at that time. Always include everything you’ve gathered on your Affinity Map, just try to find a pattern or category it can reside in. It can be the reason you have an “AHA” moment.

Value Proposition Canvas: Customer Profile

User Persona

User personas are a fictional representation of your customer. As a UX designer, you’ll start the design process by conducting user research — building empathy and identifying exactly what they need from the product you’re designing.

User Journey Map

The low points are circled and are referred to as “opportunities”, this is when the user completes a task and experiences a low point that UXers can further research to solve, think of anything that can go wrong! We want the smoothest possible experience for the user and seeing where the pain points can be solved, we can get a step closer.

As you can see in my map, the pain points that the user experiences, like bad traffic and finding parking, are wicked problems. Even though we can solve small parts of a wicked problem to alleviate there’s nothing we can to make these problems disappear as a whole.

The main pain points identified in the Journey Map:

  • Planning with friends.
  • Not reliable information about participants causing them to be missed.
  • Transportation, Traffic, Parking.

Opportunities for these pain points:

  • Provide a way for users to organize a plan with friends
  • Provide users with a single, organized itinerary
  • Offer external information on those participating in the event

Problem Statements


  • How Might We…give our users the most organized and efficient way to plan their event with their friends
  • HMW… help our users avoid confusion about the event and provide them with all needed information
  • HMW…help the users connect with local artists and brands that they are interested in


After the brainstorming session, we went through the each of the HMWs, talked over the ideas that could be a part of the solution and made the ones we felt most crucial and turned them from stickies to stars. This also really prepped us for our MoSCoW Method.

MoSCoW Method

Must Haves:

The Must haves are features of the product that will be a part of the Minimum Viable Product. Now that we found a gateway to our MVP, we can go to the customers side of the Value Proposition Canvas with our feature:

Value Proposition Canvas: Customer profile with feature

The pink stickies are made with the must have features from the MoSCoW Method and flow with the other side of the Canvas (customer side without a feature). You should look at the other side of the canvas you previously made without the feature before going into this canvas.

Minimum Viable Product

This MVP started with the event as a whole and what we are focusing on. This MVP will help us stand out from our competitors that participate in Art Basel in Miami:

The second MVP includes the key distinguishing features.

Which means our event will include on the app as a feature:

  • Looking through the participating artists profiles and save them
  • Create their own personal itineraries
  • Share their itineraries with friends

Value Proposition Statement

Site Map

You need to think of the user when developing the task flow, you don’t want people going back and forth not understanding page names, this would make a user frustrated. The site map preps you for your user flow.

User Flow


Low-Fi Prototype

I conducted a usability testing with 5 users on the low-fi using Maze, I realized how much it confused the users. The screens averaged a 50% misclick rate, so it showed me exactly what wasn’t needed to provide a better Mid-Fi Prototype.

The Mid-fi had a lower mis click rate of 15% from the lo-fi. Most of the confusion occurred on the likes and itinerary page as you can see with the +, this made me focus on these screens for my hi-fi to provide the smoothest path for users.


The brand attributes for my event app:

  • Warm
  • Minimal
  • Artistic
  • Unconventional
  • Authentic

Brand attributes work as a way to not get off track when making your mood board and just remind yourself to keep in mind what mood you want to give off as a brand.

Mood Board

After the mood board is made you conduct desirability testing, ask users — what do you feel when you look at my mood board? It is important to ask users what they feel, you can be looking at the same picture and feel different feelings. You can look at a color and feel a way your users don’t, you are not your user! Get to know your user even after your research stage, there’s always room to learn more.

To conduct my mood board I used: UI Gradient, Pexels, and Pinterest and even folders I keep on my computer filled with inspiration.

After conducting some desirability testing for this mood board, testers used words like artsy, creative, relaxed, light, good energy, minimalistic, organized, clean and good vibes. Ask yourself: does this line up with my brand attributes?

Style Tile

After fully understanding what’s going into the UI Design in my project by creating moods and interface direction, we can go into our hi-fi.

Hi-Fi Prototype

The app will generate an itinerary with performance/ show times and the user will be able to share their likes and itinerary with friends. Which can even solve for the beginning pain point, planning with friends.

Success and Failure Metrics

  • Users save artist profiles and create their own personal itineraries.
  • There is less confusion and frustration around planning for the event with friends.
  • Users use the microsite to discover and explore artists/ brands
  • The microsite is used after the event to refer back to saved artist profiles and buy from local artists/ vendors.
  • User does not feel like they missed out on anything and got the ability to plan accordingly.

And we will know if the feature fails if:

  • Users don’t utilize the artist profiles or personal itineraries.
  • Low turnout for the event.
  • The microsite isn’t used after the event.
  • Users show signs of confusion or don’t get the information they need.

Knowledge Gaps

Next Steps

  • Account creation feature
  • Google Maps integration
  • Partner with Uber/Lyft to regulate traffic and ride drop off/ pick up


Communicate through visual design.

Solving for all problems isn’t always viable.

and as always… You are not the user!

Connect with me on LinkedIn, I would love to know what you think :)

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Written by

UX/UI Designer. Graphic Designer.

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +785K followers.


Written by

UX/UI Designer. Graphic Designer.

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +785K followers.

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