Project Summary

Leading the design process for Ludo - a SaaS web app used primarily for managing complex events. The goal was to deliver a simple and intuitive user experience that delivers comprehensive functionality.

Key features and functionalities include:

• Detailed analytical dashboards

• Financial reporting

• Vendor onboarding and management

• Events, attractions and facilities management

• Custom map creation

• Cross-platform integration and compatibility

• Helpdesk enablement

Versatility & Scalability

Ludo was originally designed to manage the Sydney Royal Easter Show. However, its backbone is that it's a powerful beast of a system that combines comprehensive ecommerce, fintech, and event management functionalities.

During the design process it was important to consider all of the use cases for the system. Ensuring that Ludo’s functionality was streamlined and user-friendly so that users could navigate its extensive features without feeling overwhelmed.

Hands-on Feedback

The ultimate user feedback and research was through my own hands-on experience at the Sydney Easter Show (2023 & 2024) working directly with customer service reps and event staff - seeing and using the system in its intended environment.

One heavily used feature that needed improvement from the 2023 system was filtering. To optimise customer service and ultimately allow for smoother operations, filtering transactions needed to be precise, seamless and not slow users down in an incredibly fast-paced environment.

Design Driven Innovation

Working with such a talented team of developers and product managers (mathematicians, quantum-scientists, general all-round wizardry 🧙) meant there was plenty of opportunity for innovation throughout the product.

Some of my favourite features to work on and lead by design included:

• Waypoint and path creation to offer customised event map navigation

• Complex multi-tiered event structuring and management

• Products, bundles, modifiers, and discount relationship setup and management

Reflection

This project was a huge learning experience for me. I'm super grateful for the chance to work with such a talented team on something so unique.Working on these types of projects with incredibly fast-approaching, non-negotiable deadlines really reinforces the idea that there is no one-size-fits-all approach to product design. There were countless instances where the "formula" needed to be dropped in order to collaborate, iterate and ship certain features with enough time for dev and testing.

Being there during the event was a highlight for me. Seeing all the quick, on-the-fly decisions we made come together effectively was incredibly satisfying. Obviously, there's always room for improvement and I'm looking forward to taking these learnings into the 2025 version of Ludo.