Modernising an Events Registration Template

Designing a customisable event registration page for financial services, which allows invitees to discover and register for upcoming events.

Year:

2025

My Role:

Product Designer

Skillset:

UX/UI Design, UX Research

Modernising an Events Registration Template

Redesigned the event registration template to modernise outdated forms, improve usability for attendees, and give customers flexible options to tailor pages to their brand and event requirements.

Year:

2025

My Role:

Product Designer

Skillset:

UX/UI Design, UX Research

Project Overview

Context

StoneShot provided a customisable event registration page that finance companies used to invite leads to upcoming events. The page included key details such as the overview, date and time, location, speakers, agenda, and imagery, and allowed attendees to select their preferred event when multiple locations were offered. Recipients could register or decline via a shared link.

Problems

The existing template did not clearly communicate event information, leading to confusion and reduced sign-ups. Visual customisation options were limited, preventing companies from aligning the page with their brand. This created an unprofessional first impression and reduced trust among invitees.

Why These Problem's Mattered

  • Unclear event information - Confusion reduced conversion rates and increased drop-offs during registration.

  • Limited brand customisation - Pages felt generic and misaligned with company branding, weakening credibility.

  • Reduced trust at first touchpoint - An unpolished experience damaged brand perception and lowered attendee sign-ups.

  • Lower event attendance - Fewer registrations directly impacted event ROI, lead nurturing opportunities, and potential revenue generation.

My Role

My responsibilities were to:

  • Lead the design direction of the project

  • Oversee construction of the UI library

  • Map out wire-frames and prototypes

  • Define the design documentation in Figma for the development team

  • Partner with developers to identify constraints and feasibility

  • Collaborate with designers and product stakeholders to gather feedback on features

My Role

My responsibilities were to:

  • Lead the design direction of the project

  • Oversee construction of the UI library

  • Map out wire-frames and prototypes

  • Define the design documentation in Figma for the development team

  • Partner with developers to identify constraints and feasibility

  • Collaborate with designers and product stakeholders to gather feedback on features

Opportunities/Goals

Our goals were:

  • Strengthen brand trust at first touchpoint - Enable deeper visual customisation so registration pages fully align with each company’s branding, creating a more professional and credible first impression.

  • Drive higher event ROI - Optimise the registration solution to reduce drop-offs and increase attendance, maximising lead engagement and revenue potential from hosted events.

  • Increase event conversions - Redesign the registration experience to communicate event details clearly and intuitively, reducing confusion and improving sign-up rates.

Our goals were:

Discovery & Research

This stage involved identifying what we already knew about the users needs and problems, and uncovering any additional frustrations. This involved:

  • Internal sales team interviews helped guide which existing platform functionality users would expect to see.

  • Research into 20+ competitor solutions helped to confirm our feature offering would be competitive.

  • Competitor research revealed feature differentiation opportunities.

Discovery & Research

This stage involved identifying what we already knew about the users needs and problems, and uncovering any additional frustrations. This involved:

  • Internal sales team interviews helped guide which existing platform functionality users would expect to see.

  • Research into 20+ competitor solutions helped to confirm our feature offering would be competitive.

  • Competitor research revealed feature differentiation opportunities.

Discovery & Research

This stage involved identifying what we already knew about the users needs and problems, and uncovering any additional frustrations. This involved:

  • Internal sales team interviews helped guide which existing platform functionality users would expect to see.

  • Research into 20+ competitor solutions helped to confirm our feature offering would be competitive.

  • Competitor research revealed feature differentiation opportunities.

Research Insights

Research Insight 1

Users associated the visual quality of the registration form with the credibility of the event itself. Outdated UI patterns reduced confidence before users had engaged with the content.

Design Response

I refreshed the visual hierarchy, spacing, and typography to create a more modern, polished experience that aligned with competitor expectations.

Research Insight 2

Customers needed to communicate different types of information depending on the event. These included agendas, speaker bios, locations, or virtual access details, but the existing template was limited.

Design Response

I designed modular content sections that could be toggled on or off, allowing customers to tailor the registration page to each event without breaking the core structure.

Research Insight 3

Customers wanted their registration pages to reflect their brand through colours, banners, and calls to action, but the template offered limited flexibility.

Design Response

I designed configurable branding elements, including banners, colour accents, and branded CTAs, which could be set in the main platform, and helped to reflect brand identity.

Research Insights

Research Insight 1

Users associated the visual quality of the registration form with the credibility of the event itself. Outdated UI patterns reduced confidence before users had engaged with the content.

Design Response

I refreshed the visual hierarchy, spacing, and typography to create a more modern, polished experience that aligned with competitor expectations.

Research Insight 2

Customers needed to communicate different types of information depending on the event. These included agendas, speaker bios, locations, or virtual access details, but the existing template was limited.

Design Response

I designed modular content sections that could be toggled on or off, allowing customers to tailor the registration page to each event without breaking the core structure.

Research Insight 3

Customers wanted their registration pages to reflect their brand through colours, banners, and calls to action, but the template offered limited flexibility.

Design Response

I designed configurable branding elements, including banners, colour accents, and branded CTAs, which could be set in the main platform, and helped to reflect brand identity.

Research Insights

Research Insight 1

Users associated the visual quality of the registration form with the credibility of the event itself. Outdated UI patterns reduced confidence before users had engaged with the content.

Design Response

I refreshed the visual hierarchy, spacing, and typography to create a more modern, polished experience that aligned with competitor expectations.

Research Insight 2

Customers needed to communicate different types of information depending on the event. These included agendas, speaker bios, locations, or virtual access details, but the existing template was limited.

Design Response

I designed modular content sections that could be toggled on or off, allowing customers to tailor the registration page to each event without breaking the core structure.

Research Insight 3

Customers wanted their registration pages to reflect their brand through colours, banners, and calls to action, but the template offered limited flexibility.

Design Response

I designed configurable branding elements, including banners, colour accents, and branded CTAs, which could be set in the main platform, and helped to reflect brand identity.

Wire-framing

Wireframes were used to quickly explore how attendees would move through the registration experience and consume event information. They helped validate content hierarchy, section ordering, and interaction flows, while also exploring how customers could customise the template for different event formats and branding needs.

This approach reduced risk by resolving structural and usability questions early in the process.

Wire-framing

Wireframes were used to quickly explore how attendees would move through the registration experience and consume event information. They helped validate content hierarchy, section ordering, and interaction flows, while also exploring how customers could customise the template for different event formats and branding needs.

This approach reduced risk by resolving structural and usability questions early in the process.

Wire-framing

Wireframes were used to quickly explore how attendees would move through the registration experience and consume event information. They helped validate content hierarchy, section ordering, and interaction flows, while also exploring how customers could customise the template for different event formats and branding needs.

This approach reduced risk by resolving structural and usability questions early in the process.

Modular UI Library

I created a universal UI library to scale template design while remaining brand-agnostic. A minimal, professional foundation allowed companies to customise colours, logos, typography, and imagery via the platform’s brand manager. This enabled each page to feel on-brand, familiar, and trustworthy.

Modular UI Library

I created a universal UI library to scale template design while remaining brand-agnostic. A minimal, professional foundation allowed companies to customise colours, logos, typography, and imagery via the platform’s brand manager. This enabled each page to feel on-brand, familiar, and trustworthy.

Modular UI Library

I created a universal UI library to scale template design while remaining brand-agnostic. A minimal, professional foundation allowed companies to customise colours, logos, typography, and imagery via the platform’s brand manager. This enabled each page to feel on-brand, familiar, and trustworthy.

Documentation & Handoff

The Figma design documentation covered:

  • Breakpoints and responsiveness

  • Functionality requirements

  • Interaction rules and states

  • Design system component specs

  • Edge case examples

Documentation & Handoff

The Figma design documentation covered:

  • Breakpoints and responsiveness

  • Functionality requirements

  • Interaction rules and states

  • Design system component specs

  • Edge case examples

Documentation & Handoff

The Figma design documentation covered:

  • Breakpoints and responsiveness

  • Functionality requirements

  • Interaction rules and states

  • Design system component specs

  • Edge case examples

Impact

Strengthened brand trust at the first touchpoint

Delivered deeper visual customisation, enabling fully on-brand registration pages that created a more professional and credible first impression.

Increased event ROI

Optimised the registration experience to reduce drop-offs and boost attendance, driving greater lead engagement and revenue potential.

Improved event conversion rates

Redesigned the registration journey to clearly and intuitively communicate event details, reducing confusion and increasing sign-ups.

Impact

Strengthened brand trust at the first touchpoint

Delivered deeper visual customisation, enabling fully on-brand registration pages that created a more professional and credible first impression.

Increased event ROI

Optimised the registration experience to reduce drop-offs and boost attendance, driving greater lead engagement and revenue potential.

Improved event conversion rates

Redesigned the registration journey to clearly and intuitively communicate event details, reducing confusion and increasing sign-ups.

Impact

Strengthened brand trust at the first touchpoint

Delivered deeper visual customisation, enabling fully on-brand registration pages that created a more professional and credible first impression.

Increased event ROI

Optimised the registration experience to reduce drop-offs and boost attendance, driving greater lead engagement and revenue potential.

Improved event conversion rates

Redesigned the registration journey to clearly and intuitively communicate event details, reducing confusion and increasing sign-ups.

User Feedback

“Recent updates have made the user experience much more straightforward and intuitive. The overall platform is perfect for our needs.” — Verified User in Financial Services (via G2)

“An intuitive and user friendly platform” — Verified User in Financial Services (via G2)

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James Hollis Design

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James Hollis Design

Projects

About

Contact

James Hollis Design

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