Conceptualized an information architecture for the mobile-first product that spanned over 3 personas: hosts, vendors and event attendees.
 

Optimized the process of an event host's activities by allowing flexibility in adding vendors and types of services required — using the benefit of existing SEO results.
 

Modeled a comprehensive app structure based on competitive analysis and benchmarks as of September 2016.
 

Prototyped on paper and low-fidelity wireframes for usability testing.
 

Iterated based on user feedback and designed high-fidelity prototype and screens for development.