Bloomberg Media
Business & Growth
Web & UI/UX
Design & Branding
[Introduction]
The Project: Bloomberg Qatar Economic Forum Event 2025 Edition
For the 5th edition of the Qatar Economic Forum (May 20–22), I led a UX/UI redesign of the marketing website to elevate the digital experience and generate momentum. Anchored by a countdown-driven '100 Days to Go' campaign, the new design highlights key moments and the value of attending in person. Guided by a strategy to create a premium, dynamic experience for global stakeholders, the site delivers clarity, flexibility, and impact—reflecting the Forum’s growing influence.
[Description]
My Role
UX/UI Designer and Producer for a rebranded web experience
Product design for an event program app tailored for registered attendees.
From wireframe to launch, I deliver hands-on design support that transforms my clients’ vision into fully realized digital experiences.
Target audience
Heads of state & government
Influential ministers & multilateral institutions
Global CEOs from news making businesses
Market-moving global investors
Media & Press
Sponsors & Partners
Invited Delegates
Creative + UX Fusion Principles
Responsive mobile UI for pre-event campaigns, promotional rollout, and post-event updates.
Elevated, Cohesive Visual System: Maintain visual continuity with previous editions through a clean, high-end design system that reflects the Forum’s global stature.
Create a Sense of Urgency + Anticipation : Incorporate countdowns and dynamic messaging to drive excitement and prompt early engagement.
Flexible, Modular Layout System : Use scalable, component-based layouts to adapt content as the event campaign evolves.
Extend to On-Site Experience: Ensure visual and functional consistency between the website and onsite digital touchpoints during the event.
Challenges
A look into my design process—grounded in legacy inspiration, with a before-and-after review to showcase key workflow decisions and outcomes.
The QEF website, built five years ago as part of Bloomberg’s 100+ marketing-owned properties, now faces a pivotal UX challenge. As the event’s profile has grown significantly, the current platform must prove it can support a more complex, high-impact experience—and scale with future demand.
Multiple rounds of iterations driven by evolving marketing strategies and last-minute changes have significantly impacted my workflow. For example, the highly hierarchical sponsor logo section was revised 10 times leading up to the event kickoff.
Design Implementations
New UX features
The new one-click PDF generation feature streamlined print material creation and reinforced the website’s role as a vital content management platform, preventing it from being phased out.
Consolidated multiple agenda pages into a centralized calendar view, introducing clear labels for breakout sessions and venue locations—simplifying the user journey, reducing complexity, and unifying the data structure.
The scroll-triggered animation: "5" motif and and a countdown promo bars.
New CSS style sheet turned into a component-based layout that’s CMS-friendly and allows cross-functional teams to update or adapt content without full redesigns.
New Collapsible sections on Program Pages.
Resolved a critical system error impacting user access and platform stability.
Highlight of the UI Designs
Establish a modular design system that adapts across homepage, agenda, speaker profiles, and Sponsor center while remaining cohesive.
Redesigned the program page UI to enhance readability, with improved visual hierarchy across breakout sessions, speaker details, and session descriptions.
Newly designed and developed 'Our Partnership System' includes an optimized logo component that addresses complex requirements around sizing, alignment, padding, and hierarchy across the homepage and the new Partners page.
New Editorial Pillars Section with designed elements: A striking landing page that introduces your agency’s identity and invites exploration.
Archive pages : Present detailed case studies or project highlights with immersive layouts.
News (CMS): Share insights, trends, and thought leadership that position your agency as an industry voice.
Forms and gated content pages were redesigned using a dedicated Salesforce-powered form feature to support inquiries, collaborations, and client engagement, including automated email confirmations upon submission.
+New app
Designed a mobile-experience for attendants powered by Cvent that captures the core essence of the website UX, emphasizing the event program and enhancing the on-site physical experience. I created the design in Figma using HTML-to-design tools, streamlining the interface to align with a simplified user journey by removing marketing layers and prioritizing core functionality early in the funnel. Additionally, I assisted with data integration and content connectivity to ensure a seamless user experience.
Accessibility and Optimization
The website is optimized for accessibility, SEO, and performance—ensuring fast, responsive, and inclusive experiences across devices, with refined typography and advanced components for a polished, professional feel.
Discovered a misconfiguration in the backup server during 2025 performance audits, which caused persistent routing errors for end users. Partnered with Engineering and QA to diagnose the issue, facilitate testing, and implement a fix across the server stack.
89% YOY increase and more
The 2025 version of the QEF website saw an 89% YOY increase in unique visits during the event campaign cycle, significantly boosting visibility and attracting industry leaders and high-profile influencers.
I successfully supported the current tech group's product launch for the highly anticipated 5th anniversary, delivering a refreshed and intuitive template designed to serve non-technical editors for at least two more years.
This is more than just a visual update—it's a scalable, future-ready digital solution built to inspire, connect, and drive results. By combining strong design sensibility with a solid technical foundation, I helped elevate the platform's digital presence and positioned it to stand out in a competitive landscape—turning strategic goals into actionable outcomes.
