Shamil Zurabov | Designer, Creator, Human

All Creations

How I improved the experience
for users to discover new events
with Inversion Summits

Leading, Landing design, UX/UI

2024

Inversion Summits had previously worked on their first version of the website with us and came back to update it, which shows trust that they have to Hellorobo.

CLient request

We need to show more
summits on our website

Product problem that we saw

Help users discover
summits that best match
their interests and needs

Main Challenges

Help users efficiently find and apply to summits that best suit their needs.

Ensure all solutions are designed to be scalable and adaptable for future needs.

Optimize existing website components to minimize unnecessary redevelopment.

Our thinking proccess

Research

Wireframes & hypotheses

Create visual variations

Handoff & review

Release

Discuss & Iterate

I took time to understand the project, explore Inversion Summits and its audience, and analyze the current version, asking the team critical questions along the way. I then researched competitors mentioned by our clients as a starting point.

Reviewing competitors gave us an initial idea of how to structure the new version of website.

Research

Some learnings

Competitors prominently
display their upcoming events
at the top of their websites.

Their navigation menus
feature sections dedicated
to showcasing upcoming events.

They include additional banners
with clear CTA strategically
placed throughout the site.

I’ll use a “Progressive JPEG” approach—refining the design gradually while treating the product as a cohesive system where every decision shapes the overall experience.

Wireframes are rough but they are build in this way intentionally to mainly focus on our vision, storytelling, functionality and logic.

Wireframes & hypotheses

We took a holistic approach, mapping user flows and contact points to ensure well-thought-out, systematic decisions.

We consistently shared progress with the client through Slack and weekly calls, presenting solutions, discussing feedback, and continuously implementing their valuable insights.

Discuss & Iterate

As the process progressed, we gradually refined the wireframes, adding details and near-final text for greater clarity.

With the wireframes defining the structure and user flow, we moved on to crafting high-fidelity visuals to bring the product to life.

Hypothesis 1

Slider on hero section

Potential attendees often struggle to discover relevant events. Displaying upcoming events prominently on the website will reduce this barrier and increase lead acquisition.

Hypothesis 2

Updated menu

Potential attendees find it inconvenient to scroll through the page to locate event information.

Adding a entry point in navigation will streamline access and improve their experience.

Hypothesis 3

Social proof

Potential attendees who are unfamiliar with us may doubt the quality of our events. Showcasing metadata and past event details will address this hesitation and build trust.

Hypothesis 4

Best match

Potential attendees often struggle to determine which events align with their needs. Adding a “suitable for whom” section will guide their decisions and reduce unsuitable applications.

Potential attendees may feel overwhelmed when browsing through all summits page. Adding filters will simplify their search and help them quickly find events suited to their needs.

Eventually this idea got deprioritized and we kept it for the future because when there are only 2-3 upcoming events it doesn’t make much sense.

Our last but not the least steps were the handoff of all designs & states with annotations to developers & the following UAT (User Acceptance Testing).

UAT (User Acceptance Testing) is a process of testing the product to ensure it meets their needs and requirements before it is officially launched.

Handoff & review