Bloomberg Media
Business & Growth
Web & UI/UX
Design & Branding
[Introduction]
Project Overview
Project: Qatar Economic Forum (QEF) - 5th Edition
Timeline: January- May 2025
Role: Lead UX/UI Designer and Producer
Team: Cross-functional collaboration with Engineering, QA, and Marketing teams
The Challenge
The QEF website, originally built five years ago as part of Bloomberg's 100+ marketing properties, needed to evolve from a basic informational site to a complex, high-impact digital platform capable of serving global stakeholders and scaling with future demand.
Result: 89%YOY Growth
[Description]
Research & Problem Definition
Target Users
Primary: Heads of state, government ministers, global CEOs, market-moving investors
Secondary: Media/press, sponsors, partners, invited delegates
Tertiary: General public interested in economic forum content
Key Pain Points Identified
Scalability Issues: Legacy system couldn't support the event's grown profile and complexity
Content Management: The custom-built CMS is highly restrictive, making upgrades and content iterations difficult
User Journey Fragmentation: Multiple similar pages created confusion and complexity
Technical Debt: System errors impacting user access and platform stability
Mobile Experience Gap: No dedicated mobile app for registered attendees
Business Requirements
Create premium, dynamic experience reflecting Forum's global influence
Generate momentum through '100 Days to Go' countdown campaign
Achieve measurable growth in engagement and attendance
Support complex sponsor hierarchy and partnership requirements
Evaluation of the necessity of hiring a third-party web service if the 2025 campaign proves ineffective.
From wireframe to launch, I deliver hands-on design support that transforms my clients’ vision into fully realized digital experiences.
Design Strategy & Principles
Core UX Principles
Elevated, Cohesive Visual System: Maintain continuity while elevating the brand experience
Urgency & Anticipation: Drive engagement through dynamic messaging and countdowns
Flexible, Modular System: Component-based architecture for scalability
Responsive Excellence: Seamless experience across all devices and touchpoints
Accessibility First: Inclusive design meeting WCAG standards
Design System Approach
Atomic Design Methodology: Built component library for consistency and efficiency
CMS-Friendly Architecture: Enable non-technical team members to update content
Cross-Platform Consistency: Unified experience from website to mobile app
User Experience Design
Information Architecture Improvements
Before: The website primarily functioned as a registration platform, with content focused on current event logistics such as program schedules and upcoming event information.
After: The website’s information structure was enhanced to establish clear content hierarchies and dedicated landing pages for different audience needs. It now serves as a branding and promotional hub, integrating multimedia assets and curated sub-pages that showcase the event’s five-year history—providing richer storytelling, stronger context, and a more engaging user experience.
User Journey Optimization
Streamlined path to event information
Simplified conversion funnel
Gated content after registration form submission.
Directed the transition toward a mobile app experience, enhancing engagement for live event participation.
Key UX Features Implemented
Developed a one-click PDF generation feature: Automated the creation of branded print materials tailored to local cultural preferences, reducing manual effort.
Consolidated Calendar View: Unified program information with clear hierarchy
Scroll-Triggered Animations: "5" motif and countdown elements for engagement
Collapsible Program Sections: Improved content scanability
Automated Form System: Salesforce-powered forms with confirmation emails
User Interface Design
Responsive mobile UI for pre-event campaigns, promotional rollout, and post-event updates.
Visual Design System
Typography: Refined hierarchy supporting complex information architecture
Color System: Premium palette reflecting Bloomberg's brand equity
Component Library: Modular system spanning homepage, agenda, profiles, and sponsor areas
Logo Component System: Optimized for complex partnership hierarchy requirements
View my design system example>>
Key UI Improvements
Program Page Redesign: Enhanced readability with improved visual hierarchy
Partnership System: New logo component addressing sizing, alignment, and hierarchy needs
Editorial Pillars Section: Striking landing experience with clear content categorization
Archive & News Pages: Immersive layouts for case studies and thought leadership
Forms & Gated Content: Dedicated Salesforce integration for lead generation
A look into my design process—grounded in legacy inspiration, with a before-and-after review to showcase key workflow decisions and outcomes.
Mobile App Design
Strategy
Created companion mobile experience using Cvent platform, focusing on core event functionality while removing marketing layers to prioritize user needs during the physical event.
Key Features
Program-Centric Design: Essential event information at users' fingertips
On-Site Optimization: Enhanced physical event experience
Data Integration: Seamless connectivity with main website content
Simplified User Journey: Focused functionality for registered attendees
Technical Implementation
Performance & Accessibility
SEO Optimization: Improved search visibility and organic reach
Performance Auditing: Identified and resolved server misconfiguration issues
Cross-Device Testing: Ensured consistent experience across all platforms
Accessibility Compliance: WCAG-compliant design for inclusive experience
Development Collaboration
Component-Based CSS: New stylesheet architecture supporting modular design
Server Stack Optimization: Partnered with Engineering and QA to resolve routing errors
CMS Integration: Enabled easy content updates for non-technical team members
Results & Impact
Quantitative Results
89% YOY Growth in unique visits during campaign cycle
Improved Platform Stability: Resolved critical system errors
Future-Proofing: Template designed to serve non-technical editors for 2+ years
Qualitative Impact
Enhanced Brand Perception: Premium digital experience reflecting Forum's global stature
Improved User Satisfaction: Streamlined journey from discovery to attendance
Team Efficiency: Modular system reduces design and development overhead
Scalable Foundation: Architecture ready for future growth and complexity
Conclusion
This project demonstrates the power of systems-first design thinking in transforming a legacy platform into a scalable, high-impact digital experience. By focusing on modular architecture, user-centered design, and cross-functional collaboration, we delivered measurable business results while establishing a foundation for continued growth and evolution.
The 89% increase in engagement validates our strategic approach, but more importantly, the new system empowers teams to iterate and improve continuously—ensuring the Qatar Economic Forum's digital presence can evolve with its growing global influence.