Nav
Home
About
PLATFORM
Website (Responsive Design)
FOCUS
Event Reservation, End-to-End User Journey
project Timeline
Aug - Sep 2024
ROLE
UI/UX Designer
Adelle’s exclusive jewelry exhibitions required a digital reservation system as premium as the brand itself. I designed a dual-sided platform that eliminated booking friction for high-net-worth guests while giving the internal event team real-time control over venue capacity and VIP logistics.
Challenges
Previously, our event RSVP process was managed by an external vendor. This approach led to strict constraints and overly complex requirements, limiting our team's flexibility. To overcome this, our IT team took ownership of the entire RSVP process to simplify requirements and gain more control.
During the initial development of a new RSVP website and CMS for the Adelle Anniversary event, we faced several key challenges:
Implementing custom designs within technical and time limitations
Determining the ideal form registration values
Incorporating feedback from the marketing and creative teams to enhance the RSVP experience.
Goals
Our initial goal was to develop a new RSVP system for the Adelle Universe event that would deliver a more user friendly and personalized experience.
As our Chief Technology Officer emphasized
“We aim to make customer interactions with our system as easy and pleasant as possible.”
This goal was expanded when our Manager of Customer Relationship Management stressed the need for flexibility
“Can we create an RSVP system that adapts not just to Adelle Universe, but also to other events at Adelle Jewellery?”
Considering both user experience and these evolving business goals, I proposed a two-week timeline to redesign the system. This led to a key realization during the development process
“Why limit this to Adelle Universe? We should expand functionality to support any event.”
As a result, the project's scope evolved. We began building a flexible CMS with a new approach, empowering marketing teams to:
Create their own events
Customize themes based on event content
Set up tailored registration forms for attendees
UX Audit
An audit of the previous RSVP interface revealed opportunities to improve the user experience. The goals were to modernize the visuals, ensure responsiveness across all devices, and simplify the registration flow.
Key Improvement:
Guided Stepper: I broke the process into a 3 step flow. This reduces cognitive load by allowing users to focus on one task at a time.
Responsive UI: The new interface features a clean, fresh design that adapts seamlessly to desktop, tablet, and mobile devices.
Enhanced Usability: Buttons and interactive elements were enlarged for easier tapping and a smoother navigation process.
New 'Add Guest' Feature: To accommodate users attending in groups, I introduced a feature allowing them to register multiple guests within a single RSVP, streamlining the process for families and friends.
User Flow & Information Architecture
Before beginning the high fidelity design, I mapped out the complete structure and user flows for both the customer facing microsite and the internal admin dashboard. The primary goal was to ensure the new design aligned with the customer journey and business objectives.
Key Improvements
While I replicated the core of the previous user flow, I introduced several significant improvements to enhance the customer experience:
Multi City Functionality: Added an option for customers to choose from three different event cities.
Persistent Call to Action: Implemented a floating "Register RSVP" button, giving users constant and easy access to the registration form.
Simplified RSVP Form: Redesigned the registration process into a simple 3 step flow to reduce user effort and increase completion rates.
Clear Navigation: Introduced a main navigation bar for users to easily explore all sections and activities related to the Adelle Universe event.
Success Notification: A confirmation message guides users to check WhatsApp for their digital invitation, which is sent automatically upon successful registration.
Customize Event Content on CMS Dashboard
For the admin side, I created a clear information to ensure all aspects of RSVP management and content customization were covered. I structured the dashboard into four main menus:
Dashboard: A real-time overview of key metrics, including the total number of reservations, check ins, no shows, and repeat attendees.
Events: A comprehensive module for event setup, allowing admins to create master events, manage referral sources (e.g., "How did you hear about us?"), and configure all event details.
Reports: A dedicated section to view and analyze detailed registration data on a daily basis.
Admin Management: A simple module for creating and managing new administrator accounts.
Summary
The revamped RSVP system for Adelle Jewellery was a major success, delivering significant and measurable impacts immediately after its release. The new design surprisingly enhanced the overall user experience, aligning perfectly with stakeholder expectations and the customer's need for an easy reservation process.
In the long run, the platform empowers administrators with a fully customizable CMS to manage any event and track attendee data via the dashboard. Over a year after its initial release, the design continues to deliver positive results, supporting all events held by Adelle Jewellery.
Key Results
+98% Task Success Rate with an average completion time of less than two minutes.
+70% Conversion Rate, resulting in over 15,000 attendee reservations.
+100% Gain in Revenue across three major cities (Surabaya, Jakarta, and Medan).
Collaboration
Chief of Technology: Indra
CRM: Ilham (Manager) and Ian
IT Team: Alfredho (Business Development SPV), Adry (Developer SPV), and Yoga
Creative: Wiwit (Manager), Helena (SPV), and the many other talented individuals who contributed to this project's success.
Next project