CASE STUDY:
Mixabl
Virtual Trade Show / Concert Event SaaS App
Timeline: ~1 Year
Role: Lead Product Designer
User Research: Competitive analysis, User personas (event coordinators, exhibitors, & attendees), User journeys; Usability testing, and Stakeholder interviews.
Product Strategy & Design: Created UX/UI event platform framework, responsive layouts, high-fidelity prototypes / interactive mockups, and design system.
Collaboration & Leadership:
Worked closely with developers, event professionals, and stakeholders; Led cross-functional team meetings; Advocated for user-centered design while balancing business needs.
Development Experience (DX):
Generated design specifications and asset exports; Leveraged written communication skills and technical writing experience to document component functionality; Optimized handoff workflows for engineering.
Testing & Iteration:
Conducted usability tests during live events; Gathered user feedback through surveys and forums; Refined UI elements based on accessibility evaluations and performance benchmarks.
Additional Contributions:
- Mixabl branding & identity design (logo, typography, color system)
- Website & marketing collateral (landing page, brochures, digital ads)
- Event registration & workflow optimization (streamlined onboarding)
- Technical documentation & support materials, including user guide and developer resources (SDK)
Overview
During COVID-19, virtual events lacked engagement, so we created Mixabl—a seamless, immersive platform for coordinators, attendees, and vendors. As the sole Product Designer, I led the entire design process from research to prototyping and testing, focusing on intuitive workflows, responsive layouts, and engaging interactions.
Challenges
I designed Mixabl as a digital-first platform to capture the energy of live events. By balancing user needs with functionality, I created intuitive navigation, responsive layouts, and interactive tools that deliver an immersive, engaging experience.
Outcome
Mixabl was widely adopted by event organizers, enabling seamless virtual networking and engagement. Post-launch feedback confirmed improved attendee retention, higher vendor satisfaction, and streamlined onboarding.
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.
- Analyzed industry trends and competing platforms, identifying opportunities for differentiation.
- Created a comprehensive sitemap to structure navigation and enhance usability.
Basic app flow diagram
Design & Ideation
Designed responsive desktop UI layouts with a future-ready framework for mobile adaptation. I developed interactive wireframes and prototypes in Figma to streamline development collaboration, and designed key MVP features including live video streaming for keynotes and panels, virtual vendor booths with interactive tools, real-time chat and networking lounges, and dynamic event schedules with personalized recommendations.
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.
Applying User Feedback
Following positive user feedback, Mixabl evolved beyond its original scope. When demand for custom-branded virtual spaces emerged, I designed white-labeled meeting rooms for seamless, branded experiences. I also adapted Mixabl to serve outdoor events amid increasing cancellations. These enhancements solidified Mixabl’s role as a flexible, immersive event solution bridging in-person and virtual experiences.
Proposed Virtual Meeting Rooms
Virtual Live Music Events
Learnings & Takeaways
USER-CENTRIC INSIGHTS
- 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.
Beyond Product Design
Leveraging my marketing background, I was given the opportunity to design the marketing landing page and collateral print pieces in support of Mixabl.
Maketing Landing Page
Print Collateral
Thank You
I’d love to chat about how my passion for product design and my experience can help bring your digital projects to life. Please feel free to email me at thomas@thomasmcauley.com, call me at (210) 347-8123, or use my contact form.