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Website Redesign & Feature Development
From rebranding to feature development: A full-scale website transformation.
Project Overview
Team
Team
3 UX/UI Designers
Ángela Menéndez
Marina Pastor and
FatimaZahra E.
3 UX/UI Designers
Ángela Menéndez
Marina Pastor and
FatimaZahra E.
Duration
Duration
9-day sprint
9-day sprint
Scope
Scope
Responsive
Responsive
Tools
Tools
Figma, Notion, Slack, Typeform, Zoom, Google Forms, FigJam, Figma Slides, Google Docs
Figma, Notion, Slack, Typeform, Zoom, Google Forms, FigJam, Figma Slides, Google Docs
Objective
Portugal Tech Week is an annual event that gathers technology professionals, startups, and investors to discuss innovations and trends in the industry. The challenge was to create an engaging digital experience that provides easy access to event details, schedules, and networking opportunities for attendees.
Outcome
A clearer, more professional, and cohesive website with strong branding, an intuitive user flow, and a centralized ticketing process that enhances user engagement and credibility.
Objective
Portugal Tech Week is an annual event that gathers technology professionals, startups, and investors to discuss innovations and trends in the industry. The challenge was to create an engaging digital experience that provides easy access to event details, schedules, and networking opportunities for attendees.
Outcome
A clearer, more professional, and cohesive website with strong branding, an intuitive user flow, and a centralized ticketing process that enhances user engagement and credibility.
View full Prototype
View full Prototype
Solutions
After conducting a heuristic evaluation and identifying key challenges, we developed three core solutions to enhance the user experience: the Landing Page, the Community Event Page, and the Attending Feature. These solutions address usability issues, improve navigation, and create a more engaging and intuitive experience for users. Each component plays a crucial role in streamlining interactions and ensuring accessibility, ultimately enhancing the overall effectiveness of the platform.
After conducting a heuristic evaluation and identifying key challenges, we developed three core solutions to enhance the user experience: the Landing Page, the Community Event Page, and the Attending Feature. These solutions address usability issues, improve navigation, and create a more engaging and intuitive experience for users. Each component plays a crucial role in streamlining interactions and ensuring accessibility, ultimately enhancing the overall effectiveness of the platform.
Before
Before
SOLUTION 01
SOLUTION 01
The landing
page
The landing page
The homepage lacked a clear hierarchy, making event discovery difficult.
Users struggled to find essential information such as event dates, locations, and schedules.
Excessive scrolling and repetitive CTAs led to confusion and frustration.
The homepage lacked a clear hierarchy, making event discovery difficult.
Users struggled to find essential information such as event dates, locations, and schedules.
Excessive scrolling and repetitive CTAs led to confusion and frustration.
After
Streamlined Navigation: Key sections (Main Stage, Community Events, About, Registration) are now clearly defined.
Enhanced Event Visibility: Event details, dates, and locations are prominently displayed above the fold.
Optimized CTAs: Clear, action-driven buttons guide users seamlessly through the event booking process.
After
Streamlined Navigation: Key sections (Main Stage, Community Events, About, Registration) are now clearly defined.
Enhanced Event Visibility: Event details, dates, and locations are prominently displayed above the fold.
Optimized CTAs: Clear, action-driven buttons guide users seamlessly through the event booking process.
Streamlined Navigation: Key sections (Main Stage, Community Events, About, Registration) are now clearly defined.
Enhanced Event Visibility: Event details, dates, and locations are prominently displayed above the fold.
Optimized CTAs: Clear, action-driven buttons guide users seamlessly through the event booking process.
After
Before
Before
SOLUTION 02
SOLUTION 02
Centralization of the
ticketing process
Centralization of the
ticketing process
The booking process redirected users to external platforms.
No differentiation between official PTW events and community-organized events.
Lack of a centralized system to track event registrations.
The booking process redirected users to external platforms.
No differentiation between official PTW events and community-organized events.
Lack of a centralized system to track event registrations.
Integrated Ticketing System: Users can register and purchase tickets for the main events directly within the PTW website.
Clear Event Categorization: Main events and community events are distinctly separated for easy navigation.
Personalized Dashboard: Users can manage their event registrations in one place, enhancing convenience.
After
After
Integrated Ticketing System: Users can register and purchase tickets for the main events directly within the PTW website.
Clear Event Categorization: Main events and community events are distinctly separated for easy navigation.
Personalized Dashboard: Users can manage their event registrations in one place, enhancing convenience.
After
Integrated Ticketing System: Users can register and purchase tickets for the main events directly within the PTW website.
Clear Event Categorization: Main events and community events are distinctly separated for easy navigation.
Personalized Dashboard: Users can manage their event registrations in one place, enhancing convenience.
Before
Before
SOLUTION 03
SOLUTION 03
Filtering features added
to the community events
page
Filtering features added
to the community
events page
The event search function was unclear and lacked filtering options.
Users struggled to find relevant community events based on their interests.
Event information was scattered, making it difficult to compare options.
The event search function was unclear and lacked filtering options.
Users struggled to find relevant community events based on their interests.
Event information was scattered, making it difficult to compare options.
Advanced Filtering System: Users can now filter events by date, location, and topic.
Improved Search Functionality: A redesigned search bar allows quick access to relevant events.
Consistent Event Cards: Standardized event previews display key details at a glance.
After
Advanced Filtering System: Users can now filter events by date, location, and topic.
Improved Search Functionality: A redesigned search bar allows quick access to relevant events.
Consistent Event Cards: Standardized event previews display key details at a glance.
After
After
Advanced Filtering System: Users can now filter events by date, location, and topic.
Improved Search Functionality: A redesigned search bar allows quick access to relevant events.
Consistent Event Cards: Standardized event previews display key details at a glance.
Research & Competitive Analysis
To ensure a user-centered approach, we began with a thorough competitive analysis, examining leading tech event platforms across different countries:
• Spain: South Summit
• Portugal: Web Summit
• Germany: Tech Open Air, Dublin Tech Summit
• France: Viva Technology
Our research highlighted essential UX best practices:
Clear Information Hierarchy – Prioritizing event dates, locations, and ticketing for easy access.
Engaging Visuals & Whitespace – Clean UI improves readability and navigation.
Consistent Branding – Cohesive design elements create a professional and recognizable experience.
Actionable CTAs – Strong, direct calls-to-action drive user engagement and event registrations.
To ensure a user-centered approach, we began with a thorough competitive analysis, examining leading tech event platforms across different countries:
• Spain: South Summit
• Portugal: Web Summit
• Germany: Tech Open Air, Dublin Tech Summit
• France: Viva Technology
Our research highlighted essential UX best practices:
Clear Information Hierarchy – Prioritizing event dates, locations, and ticketing for easy access.
Engaging Visuals & Whitespace – Clean UI improves readability and navigation.
Consistent Branding – Cohesive design elements create a professional and recognizable experience.
Actionable CTAs – Strong, direct calls-to-action drive user engagement and event registrations.
Understanding our Users
To create an intuitive and user-friendly experience, we conducted user research to identify the main challenges faced by tech event attendees. Based on research interviews and insights from our competitive analysis, we developed a user persona that represents our target audience. This persona helps align design decisions with real user needs, ensuring our solutions directly address key frustrations and goals.
To create an intuitive and user-friendly experience, we conducted user research to identify the main challenges faced by tech event attendees. Based on research interviews and insights from our competitive analysis, we developed a user persona that represents our target audience. This persona helps align design decisions with real user needs, ensuring our solutions directly address key frustrations and goals.
Wireframing & Mid-Fidelity Prototyping
After analyzing user needs and defining key solutions, we translated my initial ideas into mid-fidelity wireframes. During this process, we focused on maintaining consistency across layouts while incorporating common design patterns observed in competitor platforms. By working with mid-fidelity wireframes, we were able to test and iterate efficiently, making data-driven decisions to enhance usability before applying final styles.
After analyzing user needs and defining key solutions, we translated my initial ideas into mid-fidelity wireframes. During this process, we focused on maintaining consistency across layouts while incorporating common design patterns observed in competitor platforms. By working with mid-fidelity wireframes, we were able to test and iterate efficiently, making data-driven decisions to enhance usability before applying final styles.
Visual Style Guide
To create a visually cohesive and culturally resonant experience, we developed a branding strategy inspired by Portuguese heritage while maintaining a modern, professional tech aesthetic.
Moodboard & Visual Identity
We incorporated elements that reflect both innovation and local culture:
• Portuguese Tiles (Azulejos): A tribute to Portugal’s artistic heritage.
• Blue & Yellow Palette: Representing technology, creativity, and professionalism.
• Typography & UI Elements: Clean, modern fonts for a polished and engaging look.
Style Tile & UI Kit
To ensure consistency across the platform, we designed a comprehensive UI Kit, featuring:
• A rebranded Portugal Tech Week logo that strengthens brand identity.
• Standardized colors, typography, and buttons for a seamless user experience.
• High-quality images and animations to enhance visual appeal and engagement.
To create a visually cohesive and culturally resonant experience, we developed a branding strategy inspired by Portuguese heritage while maintaining a modern, professional tech aesthetic.
Moodboard & Visual Identity
We incorporated elements that reflect both innovation and local culture:
• Portuguese Tiles (Azulejos): A tribute to Portugal’s artistic heritage.
• Blue & Yellow Palette: Representing technology, creativity, and professionalism.
• Typography & UI Elements: Clean, modern fonts for a polished and engaging look.
Style Tile & UI Kit
To ensure consistency across the platform, we designed a comprehensive UI Kit, featuring:
• A rebranded Portugal Tech Week logo that strengthens brand identity.
• Standardized colors, typography, and buttons for a seamless user experience.
• High-quality images and animations to enhance visual appeal and engagement.
Testing & User Validation
To ensure the new design aligned with user expectations and evoked the desired emotions, we conducted desirability testing using Microsoft’s Product Reaction Cards. Participants were asked to describe the interface using adjectives, helping us gauge their perception of the branding, UI elements, and overall experience.
To ensure the new design aligned with user expectations and evoked the desired emotions, we conducted desirability testing using Microsoft’s Product Reaction Cards. Participants were asked to describe the interface using adjectives, helping us gauge their perception of the branding, UI elements, and overall experience.
Key Findings:
• Users described the design as modern, professional, and engaging, validating our branding choices.
• The blue and yellow color scheme was perceived as trustworthy and innovative.
• High readability and clean layout contributed to a sense of clarity and ease of use.
• Some participants suggested more interactive elements to enhance engagement.
Key Findings:
• Users described the design as modern, professional, and engaging, validating our branding choices.
• The blue and yellow color scheme was perceived as trustworthy and innovative.
• High readability and clean layout contributed to a sense of clarity and ease of use.
• Some participants suggested more interactive elements to enhance engagement.
Final Outcome & Impact
The redesign not only improved usability but also made the platform feel more engaging and intuitive. Users found it easier to navigate, the branding felt more relevant and memorable, and the overall experience was smoother.
Key Takeaways:
• Clearer navigation meant less frustration and quicker access to relevant content.
• A refreshed, culturally inspired brand made the platform more inviting and unique.
• Better engagement through thoughtful UI elements encouraged users to explore more.
Ultimately, the new design created a more seamless and enjoyable experience, making it easier for users to connect, discover, and participate with confidence.
The redesign not only improved usability but also made the platform feel more engaging and intuitive. Users found it easier to navigate, the branding felt more relevant and memorable, and the overall experience was smoother.
Key Takeaways:
• Clearer navigation meant less frustration and quicker access to relevant content.
• A refreshed, culturally inspired brand made the platform more inviting and unique.
• Better engagement through thoughtful UI elements encouraged users to explore more.
Ultimately, the new design created a more seamless and enjoyable experience, making it easier for users to connect, discover, and participate with confidence.
Ángela Menéndez - UX/UI Designer
Let's connect!
Ángela Menéndez © 2025. All rights reserved.
Ángela Menéndez - UX/UI Designer
Let's connect!
Ángela Menéndez © 2025. All rights reserved.