CASE STUDY:
MIXABL APP
ROLE: |
SOLE UX/UI DESIGNER |
DESIGN: |
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MARKETING: |
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Overview
The COVID-19 pandemic forced the events industry to pivot toward virtual experiences, yet existing platforms lacked the engagement and interactivity of in-person gatherings. Mixabl, developed by HiveHub, aimed to bridge this gap by delivering a seamless, immersive virtual event experience tailored to event coordinators, attendees, and vendors.
As the sole UX/UI designer, I led the end-to-end design of the platform, from research and wireframing to high-fidelity prototypes and usability testing. My work focused on creating intuitive workflows, responsive layouts, and engaging interaction models to ensure a frictionless virtual experience.
The Challenge
How do we replicate the energy, spontaneity, and networking opportunities of in-person events within a digital-first platform? The solution required a human-centered design approach to balance user needs with platform functionality.
UX/UI Strategy & Design Process
User Research & Discovery
- Conducted field studies and user interviews with event coordinators and live video experts to define core user needs.
- Identified pain points in existing virtual event platforms, such as lack of networking tools and poor engagement.
- Developed user personas representing Event Coordinators, Attendees, and Vendors to guide decision-making.
Competitive Analysis & Information Architecture
- Analyzed industry trends and competing platforms, identifying opportunities for differentiation.
- Created a comprehensive sitemap to structure navigation and enhance usability.
Interaction & Visual Design
- Designed responsive UI layouts for desktop, ensuring a future-ready framework for mobile adaptation.
- Developed interactive wireframes and prototypes in Figma to streamline development collaboration.
- Designed key MVP features, including:
- Live video streaming for keynote sessions and panel discussions.
- Virtual vendor booths with interactive engagement tools.
- Real-time chat and networking lounges to foster attendee interaction.
- Dynamic event schedules with personalized recommendations.
Based on Lessons Learned from work done on the Waltr app, I designed this “desktop only” app with future responsiveness in mind. Again… huge payoff when the mobile version was requested!
Admin screens with notes for modification
Home screen and Exhibitor Directory list and grid views
Presentation, Exhibitor Profile, and Schedule Management screens
Usability Testing & Iteration
- Conducted extensive usability testing during the platform’s first live event, gathering qualitative insights.
- Used A/B testing and behavioral analytics to refine registration flows and navigation.
- Iterated on accessibility compliance (WCAG) to ensure inclusivity.
Outcome & Impact
Mixabl was successfully adopted by event organizers across industries, enabling seamless virtual networking and engagement. Post-launch feedback confirmed:
✔ Increased attendee retention and engagement rates through interactive event features.
✔ Higher vendor satisfaction due to improved booth customization and user analytics.
✔ Streamlined onboarding and registration, reducing drop-off rates.
Applying User Feedback
Following overwhelmingly positive user feedback, Mixabl evolved beyond its original scope. Recognizing a growing demand for custom-branded virtual spaces, we introduced white-labeled virtual meeting rooms, allowing organizations to host seamless, branded experiences for their audiences.
Additionally, as outdoor events faced cancellations due to unpredictable circumstances, we adapted Mixabl to specifically cater to open-air events, ensuring that festivals, concerts, and networking gatherings could continue in an engaging virtual format. These enhancements reinforced Mixabl’s role as a flexible, immersive event solution, bridging the gap between in-person and virtual experiences.
Proposed Virtual Meeting Rooms
Use in Virtual Live Music Festival
Key Takeaways
- Human-centered design is crucial for engagement—mixing structured interactions with spontaneous networking opportunities made Mixabl stand out.
- Scalability and responsiveness are key—though designed as desktop-first, planning for future mobile integration proved invaluable when demand for a mobile version arose.
- User feedback drives success—iterative testing and cross-functional collaboration ensured that user needs remained central to every design decision.
Additional Contributions
Beyond product design, I developed:
- Promotional landing pages and marketing collateral for Mixabl’s launch.
- Digital and print assets to support event coordinators in user onboarding.
Final thoughts
Designing Mixabl reinforced my belief in the power of intuitive, experience-driven design to transform digital interactions into engaging, real-world experiences. This project strengthened my ability to blend research, strategy, and interaction design to deliver scalable, user-friendly solutions.