To project involved the redesign of the ‘Culture Summit Abu Dhabi Website’ for the event in 2023. This started with an audit of the existing website and a benchmarking exercise. Then a rework of the product strategy; shifting for a project to a product methodology, a restructure of the website’s information architecture and a redesign of the user experience and interface. The strategic approach involved establishing clear objectives, purpose and design direction for the digital property that aligned with the business objectives and new brand identity, as well as the needs of audiences, whilst providing lasting value throughout the audience journey.

With focus on finding event information with ease, and simplifying registration and attendance, the website was reimagined to serve as a ‘conversation catalyst’ and ‘knowledge hub’. A significant shift was made, ensuring utility of the site beyond the life-cycle of any one year’s specific event – ensuring the conversation continues after each event and never ends.

Work carried out whilst employed as UX-UI Director at Create Group.