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Client:

Client:

FigoCard

FigoCard

Project Type:

Project Type:

Website Launch

Website Launch

Industry:

Industry:

Event Management / AI

Event Management / AI

Deliverable:

Deliverable:

Desktop and responsive web

Desktop and responsive web

Scope:

Scope:

UX Strategy, UI Design, Content Structure and Prototyping

UX Strategy, Content Structure and Prototyping

Figoevents is an AI-powered event management platform that helps organizers create, manage, and scale events more efficiently while allowing attendees create meaningful connections.


My role also involved information architecture, visual design and interaction design. The redesign focused on improving clarity, strengthening the brand's positioning, and creating a more engaging experience that would increase user trust and drive product adoption.

Figoevents is an AI-powered event management platform that helps organizers create, manage, and scale events more efficiently while allowing attendees create meaningful connections.


My role also involved information architecture, visual design and interaction design. The redesign focused on improving clarity, strengthening the brand's positioning, and creating a more engaging experience that would increase user trust and drive product adoption.

Figoevents is an AI-powered event management platform that helps organizers create, manage, and scale events more efficiently while allowing attendees create meaningful connections.


My role also involved information architecture, visual design and interaction design. The redesign focused on improving clarity, strengthening the brand's positioning, and creating a more engaging experience that would increase user trust and drive product adoption.

Live

BEFORE REDESIGN

AFTER REDESIGN

PROBLEM
The homepage relied heavily on dashboard screenshots, technical messaging, and generic AI language, making it difficult for visitors to immediately understand why the product mattered. While users could see what the platform did, they couldn't clearly see how it improved the event experience for organizers or attendees.

Additionally, the visual experience felt similar to many SaaS products in the market. This created a challenge because events are inherently human, social, and emotional, yet the interface communicated primarily operational functionality.
SOLUTION
The redesign focused on creating a stronger emotional connection between the product and its audience.

Visually, the interface was simplified through increased whitespace, stronger typography hierarchy, and a more approachable layout system. This helped create a modern and trustworthy experience while making content easier to consume.

The messaging was restructured around outcomes rather than features. Headlines emphasize the value of smarter event experiences and stronger attendee engagement, while supporting copy explains how AI helps reduce administrative workload and improve event execution. Basically, the redesign aligns Figoevents visual identity with its core mission: helping people connect easily through technology.
LESSONS
One of the most valuable lessons from this project was recognizing that users rarely connect with features first; they connect with outcomes.

This project reinforced the importance of designing around human motivations rather than product functionality. By focusing on the emotional outcome of successful events instead of technical capabilities, the experience became more engaging, more differentiated, and ultimately more effective