RTG Events
Crafting a website that centers connection and promotes lead conversion.
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.
1 Designer, 1 Copywriter
2021
3 Weeks
Figma
Webflow
SEMrush/G.A.
Figjam/Miro
Typeform
Web Development
Visual Design
Consulting
Project Management
Crafting a website that centers connection and promotes lead conversion.
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.
1 Designer, 1 Copywriter
2021
3 Weeks
Webflow
SEMrush/G.A.
Figjam/Miro
Typeform
Visual Design
Consulting
Project Mgmt
Client Mgmt
understandinG the challenge
.gif)
.gif)
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.
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
understanding
stakeholders
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
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
.png)
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.
.png)
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.
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
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.
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)
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.
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)
