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March 2019 Product Design

Plateform to create, share, find and attend events in India

My job: Enriching the portal with best user experience.


Feb 2019- March 2019
1 month


Adobe XD, Adobe Illustrator
Dropbox Paper, Flinto, markers


Research, Content Strategy


Me-UX, Shekhar-Dev

Founded in 2017, Feeding Trends is a young company that provides digital content and web-based industry solutions. Feeding Trends website supports organisers via its cost effective event ticketing solutions, and engages people via articles & stories published on it.


I was on the team for almost two years as the lead designer. During that time I worked with company co-founders, developers, content-writers, designers to completely overhaul the design to create new design system, create new features to fit our customers needs, and most importantly, design new features to create a better experience for every project I worked on. FT Event was one of the company Internal Project.

FT Event is about event website where user can book tickets and create event. Using FT Events to the Beat website, users can register for the events, Book tickets, Create Event and manage the event or ticket from its dash board. In addition to finding information on past and future events, event results, image gallery, charity event organizers, participating musicians, register for the Feeding Trends exclusive advertisement, and more.

Feeding Trends- Events is in Development stage right now, I delivered the design already, This case study is all about that. Because its in development stage, the final product most probably will be different from what I designed. So lets hope, FT Events came as awesome as we have thought so. Shekhar and team is working really hard right now.

The idea was to make Feeding Trends to the Beat website as a one-stop-destination for all-inclusive information and updates on everything associated with the event.

Challenge šŸ„“

Well, the most challenging part was the make the event portal feel like the part of feeding Trends, and yet make it different. Got it! I hope mot. Well me too. Because Feeding Trends have a already existing website and brand guidelines. It was really challenging. The existing website and the event portal have different purpose and target user.

Also, there is many competitor in the same niche, and i was not easy to have something that is similar yet simple and intuitive and make user come to website and let them discover events and book tickets.

Ideation and Research

After some deep research and coming with a strategy of monetizing the same and the discussing all the possible scenario how a user will interact with the website. We came up with website architecture and site map.

On our past experience, the problem and challenges faced during making feedingtrends content website, We decided to follow google material guidelines and so that development and design can go long way and we can easily implement a functional even website.

Design Sprint

After the initial findings and research, I decided to coordinate a Google Design Sprint to get the team aligned on how we could get our users to share event on other existing platform and make the whole experience as intuitive as possible. I was able to get folks from product, engineering, customer success, and marketing in a room for 5 days.

Together we ideated, sketched, discussed, designed, and tested our concept with customers to get concrete data.

feeding trends ideation
feeding trends ideation
Is it the right page? Does the page have the content which I am looking for? Do they have anything better, if this is not what Iā€™m looking for? What is expected of me now?

I asked these questions again and again, discussed it, researched existing solutions, came up with different possibilities. Started designing UI in XD which I was sure of and as I got further, things got easier and easier.

user personas for event

User Personas


On our research and findings we concluded that the portal will have 3 user types i.e. Normal visitor, event creator, admin. Normal Users (Who is going ti visit the website and buy tickets for events), Creator (Who will publish event thorough our platform), and then Admin(who will manage the event listing, tickets sale authorize users and curators).

Each role has different objectives and even slightly different experiences.

We came up with a simple habit loop. Discover, Share with friends, Book ticket for them, Go to event, Repeat.

website architecture, website user journey

Site architecture

Normal Visitor or user

Normal user who will visit the website where he/she will browse through listed event. Select a event, will create an account and buy tickets using payment portal. His tickets details will be added to his user profile dashboard.

user habit lopp

Normal user habit loop

The Creator Experience

The event creator is the Entertainment Provider in a sense. They Choose what type of event are they organizing, what are their possible audience, and push the event to audience. They can see the performance of their event, Sales record etc. on the ft event website.

The Admin Experience

Admins at the company are then able to dig into demographic insights on the types of professionals that are engaging with their content the most and how they could leverage their event creator to reach a particular audience.

The first tab of the Analytics page for admins let them see how their curators are performing. Is there enough broadcasted event for their users to share? Which categories are listed to the most, and what's getting the most engagements?

User Interface Design

Putting everything together from the research, user personas, wireframes. I moved the begin to design UI Elements like tabs, search, links, contents.

I was very clear to me to always provide next steps so that users can deduce naturally, whatever their context. Because the best interface is no interface, to offer users the most direct, accessible, comfortable control (and best experience).

website web pages design

All pages

Constantly learning

Being such a small team, we were able to work incredibly agile. We were always getting feedback from our customers and making changes to better suit their needs (and our business goals of course). I did multiple sessions of interviews for both conceptual ideas and usability testing.

The Smile says It all

The Project was long, challenging, pressure was immense. Each day there was something that put things on the edge. For me designing was not straight ride but a rollercoaster ride. We kept our head down and hope high. Any mistake from my side means, its gonna come in development phase. At the time I was also learning Basic HTML CSS. And leaning itb helps my to move forward fast as I communicated better with developer. Anyway The time we spend to build up the this project was a great leaning for everyone.

feeding trends team

FT Event Team

Stuff I did

āœ” Research āœ” Ideation āœ” Taking Design Meetings āœ” Collaborating with Content writers āœ” User personas āœ” Drank Lots of Coffee āœ” Taken Stress āœ” Made Wireframe āœ” Structured User Journey āœ” Worked in nights āœ” Branding āœ” UI Design āœ” Defending UX Decisions āœ” Pop and un-pop things


After layout and content strategy, It was time to set a theme and colour palette It was time to design a simple, clean and elegant showcase website. The accent colour I choose was Dark moderate cyan.. Later on while project was in design phase I chamged the theme from Cyan to Gradient feel, to make it more contrast and modern feel. I decided to use red as theme colour

Good design requires good communication, especially from machine to person, indicating what actions are possible, what is happening, and what is about to happen.

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