Enterprise Event Management · B2B
Product Trio and 3 developer plus a QA
Hospitality Sports
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An enterprise company managing large-scale international sporting events had a mission-critical back-office platform that had been running for over 20 years. The brief wasn't simply to redesign it. I was brought in to assess the system, establish UX foundations, and build a scalable Design System capable of supporting a future multi-brand SaaS architecture, while the platform remained live and critical to daily operations. No existing UX methodology. No design baseline. No room to stop and start over.
These constraints required an adaptive methodology. Rather than applying a rigid process, I adopted a Dual Track approach, running continuous discovery in parallel with delivery. Every urgent request became a research opportunity, and design system components emerged from real validated patterns, not upfront assumptions
"Everbody is super happy with the new version"
"The global enterprise user experience (UX) and services market is valued at approximately USD 13.58 billion in 2026 and is projected to reach USD 30.24 billion by 2031"
Source: Mordor Intelligence, January 20, 2026
Mapping how each department interacted with the system across the event lifecycle revealed that 80% of critical actions concentrated in 3 of 7 modules. This informed our prioritization: instead of redesigning everything, we focused Design System foundations on high-traffic areas first — building credibility while managing scope.
Rather than designing individual screens, I created a scalable navigation hierarchy based on task priority. Frequent actions were placed closest to the user's workflow, while secondary and system actions were progressively de-emphasized to reduce cognitive load. This pattern was applied consistently across the platform, improving predictability and supporting future SaaS scalability.
Breadcrumbs: Maintain orientation and show the user's location.
Main category: Access the platform's core business areas.
Secondary category: Navigate within the selected module.
Primary actions: Surface the most common actions for the current workflow.
Content: The main workspace where users complete their tasks.
System actions: Account settings and preferences, separated from operational tasks.
Item actions: Contextual actions (edit, delete, duplicate) performed on individual records.
This wasn't simply a visual guideline, it became a reusable interaction pattern applied consistently across the entire Design System.
Rather than assigning button styles arbitrarily, I established a consistent hierarchy based on the importance of actions within each workflow.
Primary actions represent the user's main objective on a page, while secondary and system actions support the task without competing for attention. Keeping this hierarchy consistent across the platform allows users to quickly identify the next step, regardless of the module they are working in.
The visual treatment was inspired by Material Design principles, but adapted to the platform's workflows and business needs. By prioritizing actions according to user intent rather than individual screens, the interface became more predictable, reducing cognitive load, improving scanability, and enabling users to complete tasks more efficiently.
This wasn't simply a visual guideline, it became a reusable interaction pattern applied consistently across the entire Design System.
Beyond defining reusable UX patterns, I built the Design System foundations to ensure the platform could scale across future SaaS clients. By structuring semantic tokens, typography, and component architecture around a single source of truth, the system became easier to maintain, extend, and implement consistently.
Foundation for SaaS
The platform was repositioned from an internal operational tool to a viable product foundation capable of supporting multi-client SaaS deployment.
Multi-brand Capability
3 brand themes deliverable from a single component library through token architecture eliminating redundant development per client.
50 Reusable Components
Covering the core interaction patterns of the platform, documented and ready for
development implementation.
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