CFA MENA Investment Congress 2024 Website
Design and develop a responsive, cohesive website for CFA MENA that provides easy access to conference details and enhances brand recognition.
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Challenge Statement
The CFA MENA Investment Congress needed an accessible, mobile-friendly website that also reflected the event’s prestige. My role was to create an end-to-end digital experience while developing consistent branding that would be used across all marketing channels.
Key Challenges
Simplifying the navigation for an audience that values quick access to critical information.Ensuring a seamless experience on both desktop and mobile.Creating an engaging, professional brand that would elevate CFA MENA’s visibility and authority in the finance industry.
User Research
Target Audience
Primarily finance professionals, CFA members, and individuals looking to deepen their understanding of MENA-specific finance trends.
Personas
For instance, Oliver Tran, a portfolio manager who needs a professional networking platform that is accessible and informative.
Competitive Analysis
Analyzed event websites from other financial and industry conferences, noting effective layouts, popular features, and key areas of improvement, such as simplified navigation.
User Needs
Quick access to event schedules, speaker bios, and registration forms; easy on-the-go navigation for mobile users; a trusted, professional brand feel.
Design Process
Wireframing and Initial Sketches
Created wireframes for both desktop and mobile versions to outline content hierarchy and identify key interaction points.
Used a modular approach to design layouts that would adapt smoothly across screen sizes.
Responsive Design and Prototyping
Developed prototypes using Figma (or preferred tool) to showcase functionality and layout differences for desktop and mobile.
Desktop Features: Highlighted the homepage with prominent congress details, speaker sections, and easy navigation to registration forms.
Mobile Adaptation
Prioritized simplification, reducing text-heavy sections, and implementing a streamlined menu to ensure quick access to critical information.
UI Kit
Colour Scheme
Typography
Components
My Role
I led cross-functional efforts to align the website’s design and branding across all promotional channels. I worked closely with the engineering team to provide detailed specifications, ensuring that the visual and interactive elements translated smoothly into development without compromising on design integrity. Simultaneously, I collaborated with the marketing team to apply cohesive branding consistently across social media, ads, and event communications. This unified approach ensured a strong, cohesive brand presence throughout the CFA MENA Investment Congress’s digital and physical promotional materials.
Collaboration and Implementation
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Cross-functional Team Coordination: Led the engineering and marketing teams to unify design and branding across the event’s promotional channels.
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Engineering Handoff: Created detailed specs for developers to ensure the design's integrity during implementation.
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Marketing Alignment: Worked closely with marketing to ensure that branding elements were consistently applied across social media, ads, and event communications.
Testing and Iteration
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User Testing: Conducted usability testing sessions with selected CFA members and potential attendees. Documented feedback related to navigation ease, mobile access, and information layout.
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Iteration Process: Refined layouts based on testing insights, optimizing loading times, and enhancing mobile accessibility.
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Cross-Device QA: Performed cross-device and cross-browser testing to verify consistency across popular devices and browsers, ensuring a seamless experience.
Final Product
Includes a few key wireframes to show progression from concept to high-fidelity design.Captured desktop and mobile screenshots, particularly showcasing important pages like the homepage, speaker lineup, and registration sections.
Final Protype
