CRM-esc data collection and analytics adapted to the vertical of trade show vendor - attendee interaction

I was one of three UX designers, given the task of re-designing the vendor facing portal of the web app 


Jonathan Ezell 
Tatiana Dannenbaum
Nicholas Soriakoff


August 2019


UX Designer






Contextual Inquiry

Phone Interviews

Affinity Mapping

Usability Testing

Business Analysis

UI Comparative Analysis


The idea was there - digitally and automatically swapping promotional information at tradeshows - but the current interface was causing vendors  to have trouble understanding even the core functionalities of the app


Design an experience that allows new-user vendors to grasp an unfamiliar and complex, but beneficial system with ease and fluidity


When logging in for the first time, users are guided through an on-boarding process and lead to a dashboard with clearly presented navigation, labels, descriptions, and prompts.

From the dashboard, users can locally navigate to create listings, edit their profile, learn more about their upcoming shows, or view how well their previous promotions did, and obtain leads.

Mobile Walkthrough


From initial Heuristic evaluation, we found user interface shortcomings, that we wanted to affirm via contextual inquiry. We created a journey map, to allow data points acquired from contextual inquiry to better correspond to UI affordances.   After observing 10 test participants, some overarching findings included:

90% of all contextual inquiry participants expressed verbal frustration completing assigned tasks

60% of all contextual inquiry participants were unable to complete one or more assigned tasks

from our 10 participants, we acquired over 70 specific data points representing behavioral pain points.

We then cataloged and ranked the frequency of our participant's pain points via affinity mapping.

We performed phone interviews with current customers to gain attitudinal insight into the app, what the currents users thought about it, and how well they were using it. 

Out of 6 customers interviewed, one 1 had fully completed their profile.

 We combined affinity mapped pain points with the traits of our interviewed customers in persona creation, and then crafted our problem statement:


 Users consistently had trouble navigating the app to perform basic tasks, reading text and verifying where form fields exist, and editing completing or confirming completion of tasks.


We began low-fidelity wireframes of the new app with four main goals in mind:

Furnishing form fields with descriptions, labels and prompts

Applying visual design affordances to increase findability and alleviate ambiguity

Creation of an onboarding process with progress indicators, to turn the users pain points into an intuitive learning experience

Restructuring global vs local navigation to better direct users throughout the app

After several different iterations of low and medium fidelity wire-frames of each page on the app and meticulous deliberation, we were able to come to a final design agreement and produced a prototype for usability testing​. And lastly,  crafted our pitch deck and deliverables package.

Low and medium-fidelity wireframes of potential solutions to quick analytics, and our dashboard page


Below are diagrams of our before-and-after user flows, and IA configurations.

It was this research methodology that gave us the insight we needed to develop our onboarding process, and dash-board style home base, which was shown via usability testing to alleviate most of the pain points experienced by our users

In addition to re-designing the pages themselves, and adding key affordances, we also needed to site create a site map, and alter the information architecture of the app, to create a distinction between global and local features within the app

The original Information architecture presented nearly all of the information available on the app with the same hierarchy, creating a lack of feature prioritization, and a lack of visibility for the apps core features. The newly structured IA allows the user to more easily find the core functionalities


Every research process is different, and each scenario requires different tools. In this scenario, all of the necessary functional components were already in the app, but the UI needed major restructuring in order for the user to actually use it the way it was intended. This called for the behavioral research methodology of contextual inquiry. In further defining our target user, we needed to bolster our research with some at attitudinal data points; we obtained these through customer success calls. from this unique combination of attitudinal and behavioral data points, he were able to properly arrive at our problem statement. The bottom line is that every design problem is different, and a deep understanding of an array of research methodologies is needed in order to decern what research plan will be most effective for the scenario.

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