Webflow Website Project

RTG Events

UX - VISUAL DESIGN - WEB DEVELOPMENT

Crafting a website that centers connection and promotes lead conversion.

SUMMARY

RTG Events is a full-service event company in Charlotte, NC that specializes in partnership engagement and special events. I was tasked with creating an online home for their brand that would convert leads into clients while communicating RTG’s expertise and desire in cultivating connections and creating memories.

My approach to this project resulted in a responsive and user-ready Webflow website that increased brand partnerships and event curation opportunities for RTG Events.

Team
Opportune Design Co.
1 Designer, 1 Copywriter
timeline

2021
3 Weeks

Tools
Adobe
Figma
Webflow
SEMrush/G.A.
Figjam/Miro
Typeform

roles
Strategy
Web Development
Visual Design
Consulting
Project Management

Crafting a website that centers connection and promotes lead conversion.

SUMMARY

RTG Events is a full-service event company in Charlotte, NC that specializes in partnership engagement and special events. I was tasked with creating an online home for their brand that would convert leads into clients while communicating RTG’s expertise and desire in cultivating connections and creating memories.

My approach to this project resulted in a responsive and user-ready Webflow website that increased brand partnerships and event curation opportunities for RTG Events.

Team
Opportune Design Co.
1 Designer, 1 Copywriter
timeline

2021
3 Weeks

Tools
Figma
Webflow
SEMrush/G.A.
Adobe
Figjam/Miro
Typeform

roles
Strategy
Visual Design
Consulting
Web Dev
Project Mgmt
Client Mgmt
discover

understandinG the challenge

A destabilized Market
The need for connection
The In person advantage
A destabilized Market
The need for connection
The In person advantage

Can you disrupt what has already been disrupted? -- A "new normal" in a “post-pandemic” world where events get canceled at scale, isolation is at an all-time high, and the remaining events only do so virtually? How might we enable our client to disrupt this “new normal” and enable people to feel connected again to their loved ones and their community?

With the event landscape ever-changing, and the demand for connection continuously growing, my team set out to craft an online vehicle that met our clients business needs and drew users into the world of making memories and crafting connections.

discover

gathering
insights

I kicked off the project by conducting two rounds of stake holder interviews. The goal? effectively identify stakeholder needs and concerns.

Our stakeholder wished to:

  • Target individuals and businesses looking to create memorable events for themselves or larger entities.
  • Explore site functionalities and features to decrease friction in their client booking process.
  • Expedite project timeline to one month or less to align with their first event.
  • Enable company expansion by having a central location to funnel leads, showcase events, communicate service offerings, and convey its brand's message: connectivity, lifestyle, and events

Methods: Affinity Diagram, Surveying, Interviewing

process video
stakeholder guidance
"I want my site to be welcoming but not overly complex. I want to be able to infuse photos and videos so people can get a feel about what my services will offer...My brand is all about connectivity, lifestyle, and events. Whether I'm planning a special event for someone or curating my own, I want people to feel a connection. A connection that then forms a memory. People should be able to think back to the event and remember how they felt during that time " - Tracey Allsbrook, Owner
considerations
Expedited website delivery timeline
design
Modern website experience that is bold, interactive, and decluttered.
media
Use of photos and videos to convey connectivity
features
Event Calendar, E-Mail Newsletter & Lead Capture Integration
discover

understanding
stakeholders

process video

I kicked off the project by conducting two rounds of stake holder interviews. The goal? effectively identify stakeholder needs and concerns.

Our stakeholder wished to:

  • Target individuals and businesses looking to create memorable events for themselves or larger entities.
  • Explore site functionalities and features to decrease friction in their client booking process.
  • Expedite project timeline to one month or less to align with their first event.
  • Enable company expansion by having a central location to funnel leads, showcase events, communicate service offerings, and convey its brand's message: connectivity, lifestyle, and events

Methods: Affinity Diagram, Surveying, Interviewing

the bottom line
"I want my site to be welcoming but not overly complex. I want to be able to infuse photos and videos so people can get a feel about what my services will offer...My brand is all about connectivity, lifestyle, and events. Whether I'm planning a special event for someone or curating my own, I want people to feel a connection. A connection that then forms a memory. People should be able to think back to the event and remember how they felt during that time " - Tracey Allsbrook, Owner
considerations
Expedited website delivery timeline
design
Modern website experience that is bold, interactive, and decluttered.
media
Use of photos and videos to convey connectivity
features
Event Calendar, E-Mail Newsletter & Lead Capture Integration
define

Defining
focus areas

Comparative Audit
project pillars

In order to create alignment for the project, I worked alongside the design team and stakeholders to create project pillars. These served as the core compass of the project to prevent scope creep and reinforce objectives, as all project decisions and discussions should be able to be routed back to one of these pillars.

We utilized insights from foundational research, stakeholder interviews, and the comparative audit to do so.

define

Defining
focus areas

In order to create alignment for the project, I worked alongside the design team and stakeholders to create project pillars. These served as the core compass of the project to prevent scope creep and reinforce objectives, as all project decisions and discussions should be able to be routed back to one of these pillars.

We utilized insights from foundational research, stakeholder interviews, and the comparative audit to do so.

Comparative Audit
project pillars
define

establishing structure

For this new build, it was important to establish what content was needed. After discussions with my team and client about desired features, competitors, and offerings I was able to set up a card sorting activity and move on to organizing key pages and content (see process video)

Methods: Open Moderated Card Sorting, Visual Site Map & Flow

process video

In addition to a SEO forward XML site map, I created a more visual version to identify page sections and linking conventions. This allowed me to see at a glance if links where sending users off site or keeping them on as well identify gaps in content.

Concession: I advocated to bring the external intake form in house to keep more users on page however, the client preferred to keep their existing process.

Using the site map as a base, I began to expand the sections for each page to include a quick visual representation of layout, as well as show the path and relationships between them

This allowed me to define the main user paths through the site and work out any kinks. This is my preferred method in addition to a traditional page/site flow.

define

establishing structure

process video

For this new build, it was important to establish what content was needed. After discussions with my team and client about desired features, competitors, and offerings I was able to set up a card sorting activity and move on to organizing key pages and content (see process video)

Methods: Open Moderated Card Sorting, Visual Site Map & Flow

In addition to a SEO forward XML site map, I created a more visual version to identify page sections and linking conventions. This allowed me to see at a glance if links where sending users off site or keeping them on as well identify gaps in content.

Concession: I advocated to bring the external intake form in house to keep more users on page however, the client preferred to keep their existing process.

Using the site map as a base, I began to expand the sections for each page to include a quick visual representation of layout, as well as show the path and relationships between them

This allowed me to define the main user paths through the site and work out any kinks. This is my preferred method in addition to a traditional page/site flow.

design

setting
the tone

How do you encompass the concept of making memories and connections in a modern and glam way? By giving each element equal space to breathe.

  • Color & Media: The client's color pallet leaned heavily into black white and gray, I carried this into my still photography choices by selecting black and white photography that showed modern depictions of celebration. Many of the images are in motion or blurred and accompanied by dark borders and line segments. I paired this concept with stop-motion photography of the client’s previous events to add warmth and color to the site. For the third layer of media, I brought in stock video to convey the emotions that influence the user to crave participation and want to plan their own event.
  • Typography & Icons: To give the spotlight to media and messaging, I chose modern typography pairings. These pairings would allow for large bold headings without overpowering the media choices. The lined icons were selected to accompany the key messages and offerings while adding to the modern character of the design.
  • Web Copy Direction: In collaboration with the UX Copywriter, I worked to deliver a sense of urgency in the user to not only see and understand the value in RTG’s services, but to also explain how the user would benefit overall. To ensure cohesiveness across creative direction and messaging, I guided the UX Copywriter on phrases that would help to create a sense of “fear of missing out” or FOMO as it relates to events and social connection.
  • Wireframes & Prototypes: Due to expedited build time, wireframes stopped at an MVP Lo-Fidelity. I then built a Low-Code Prototype in Webflow and began further tweaking the design from there which ultimately became the base for the final build.

Method(s): Brainstorming, Mood boarding, Media & Typography Sourcing, Sketching, Wire framing, Low-Code Prototyping

mood board
Style Guide
Media & Copy Direction
Sketches & Wireframes
design

setting
the tone

mood board
Style Guide
Media & Copy Direction

How do you encompass the concept of making memories and connections in a modern and glam way? By giving each element equal space to breathe.

  • Color & Media: The client's color pallet leaned heavily into black white and gray, I carried this into my still photography choices by selecting black and white photography that showed modern depictions of celebration. Many of the images are in motion or blurred and accompanied by dark borders and line segments. I paired this concept with stop-motion photography of the client’s previous events to add warmth and color to the site. For the third layer of media, I brought in stock video to convey the emotions that influence the user to crave participation and want to plan their own event.
  • Typography & Icons: To give the spotlight to media and messaging, I chose modern typography pairings. These pairings would allow for large bold headings without overpowering the media choices. The lined icons were selected to accompany the key messages and offerings while adding to the modern character of the design.
  • Web Copy Direction: In collaboration with the UX Copywriter, I worked to deliver a sense of urgency in the user to not only see and understand the value in RTG’s services, but to also explain how the user would benefit overall. To ensure cohesiveness across creative direction and messaging, I guided the UX Copywriter on phrases that would help to create a sense of “fear of missing out” or FOMO as it relates to events and social connection.
  • Wireframes & Prototypes: Due to expedited build time, wireframes stopped at an MVP Lo-Fidelity. I then built a Low-Code Prototype in Webflow and began further tweaking the design from there which ultimately became the base for the final build.

Method(s): Brainstorming, Mood boarding, Media & Typography Sourcing, Sketching, Wire framing, Low-Code Prototyping

Sketches & Wireframes
develop

buidling
the solution

Build Priorities:

  • Effectively funnel target audiences by implementing CTA's throughout pages
  • Convey the RTG brand via Unique/Modern Design
  • Utilize motion (video/stop motion) and imagery of people to create FOMO / spark emotion
  • Use H1's to convey emotion and body copy to promote action
  • 3 Seconds or Less page load time
  • Prioritize Common Breakpoints & Fluidity in between
  • Implement Event Calendar, Newsletter Sign Up, Inquiry Form and Social Media Integrations

Build Result: A responsive & user ready Webflow website that increased brand partnerships and event curation opportunities for the client.

Build Method:  Hatch Utility Framework and native Webflow interactions.

THE FINAL RESULT
behind the build
reflect

would I do
it all again?

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)
stakeholder feedback
develop

buidling
the solution

THE FINAL RESULT

Build Priorities:

  • Effectively funnel target audiences by implementing CTA's throughout pages
  • Convey the RTG brand via Unique/Modern Design
  • Utilize motion (video/stop motion) and imagery of people to create FOMO / spark emotion
  • Use H1's to convey emotion and body copy to promote action
  • 3 Seconds or Less page load time
  • Prioritize Common Breakpoints & Fluidity in between
  • Implement Event Calendar, Newsletter Sign Up, Inquiry Form and Social Media Integrations

Build Result: A responsive & user ready Webflow website that increased brand partnerships and event curation opportunities for the client.

Build Method:  Hatch Utility Framework and native Webflow interactions.

behind the build
reflect

would I do
it all again?

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)
stakeholder feedback
design & develop

Process Highlights

Build Priorities:

  • Effectively funnel target audiences by implementing CTA's throughout pages
  • Convey the RTG brand via Unique/Modern Design
  • Utilize motion (video/stop motion) and imagery of people to create FOMO / spark emotion
  • Use H1's to convey emotion and body copy to promote action
  • 3 Seconds or Less page load time
  • Prioritize Common Breakpoints & Fluidity in between
  • Implement Event Calendar, Newsletter Sign Up, Inquiry Form and Social Media Integrations

Build Result: A responsive & user ready Webflow website that increased brand partnerships and event curation opportunities for the client.

Build Method:  Hatch Utility Framework and native Webflow interactions.

process video
THE FINAL RESULT
reflect

would I do
it all again?

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)

This project was one of my personal favorites. I truly enjoyed having the creative freedom to play with abstract layouts and imagery.

However, if the timeline allowed, this is what I would've done differently:

  • Extensive User Research & Usability Testing
  • Execute High Fidelity Wireframes

Future Plans:

  • Build out a robust CMS powered "Events" Section
  • Redesign the footer and e-mail Sign up Section
  • Add more contrast to the interactive element on the homepage
  • Focus more on accessibility (WCAG)
stakeholder feedback
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