Ask any professional event planner what their biggest challenges are, and you'll hear the same answers: too many tools, too many communication channels, and financial reporting that's always a few steps behind reality. Luvent is built for the planner who manages a wedding while simultaneously fielding vendor calls, updating a budget spreadsheet, and drafting a client proposal — all from a laptop at a venue that may or may not have good WiFi.

I led the end-to-end UX design for a desktop and tablet platform that centralizes event data, communication, task management, and financial reporting in one place — reducing the operational overhead that currently eats into both time and profit margins.

Goal

Design a CRM-style venue management platform that empowers event coordinators to manage all event data in one place — reducing stress, saving time, and providing the financial visibility clients expect.

Target Audience

Professional event planners, wedding coordinators, and hospitality managers — from established boutique planners to winemakers expanding into the venue and event business.

My Role

Lead UX Designer, end-to-end. User research, information architecture, wireframing, interaction design, usability testing, accessibility, responsive design across desktop and tablet.

The Problem

Three operational pain points consistently derailed event planners' workflows — and all three were problems that good design could solve:

• Vendor and client communication delays. Without a centralized channel, planners were juggling email threads, text messages, and phone calls for every event. Critical updates got buried. Response times stretched. And every delay created a downstream cascade.

• No reliable task management system. With dozens of moving parts per event, planners relied on personal systems — spreadsheets, sticky notes, memory — that didn't scale and couldn't be shared with a team. There was no single view of what was done, what was pending, and what was at risk.

• Financial reporting that confused instead of clarified. Clients expected transparency and planners needed accuracy. But generating a clear financial summary — one that a non-accountant could read and trust — required manual work that most planners couldn't afford to prioritize.

Research

User interviews with event planning professionals, synthesized into empathy maps, revealed a pattern: experienced planners were drowning in organizational complexity, while newer planners were overwhelmed by a lack of structure from day one. The platform needed to serve both — giving veterans a more efficient version of what they already did, and giving newcomers a scaffold to grow into.

Personas

Jimmy

• Age: 36
• Education: BS in Hospitality Management
• Hometown: Beverly Hills, CA
• Occupation: Wedding Planner
  

Jimmy manages multiple high-value events simultaneously. He needs to update event details in seconds, not minutes — because every minute on admin is a minute not spent with clients or vendors. His stress comes from the tool, not the work.

Raoul

• Age: 46
• Education: BS in Viticulture & Oenology
• Hometown: Sonoma County, CA
• Occupation: Winemaker
  

Raoul is expanding his winery into event venues and needs a professional management system to compete with established players. He's not just looking for efficiency — he's looking for credibility.

Starting the design

Information architecture came before visual design. Two sitemaps were created — one for logged-out visitors, one for logged-in users — to map the full navigation model and ensure logical access to every feature without unnecessary depth.

Sitemap #1 (User Logged Out)

Sitemap #2 (User Logged In)

Ideation, Sketching & Wireframing

Explore the
Luvent low-fidelity prototype

Usability Study

An unmoderated remote usability study (5 participants, 20–45 minutes each) revealed three findings that required immediate design iteration:

• The layout felt claustrophobic. Participants consistently described the interface as cramped. Content density that works on a spreadsheet doesn't work on a dashboard — whitespace isn't wasted space, it's the breathing room that makes information scannable.

• Users expected more from list items. Participants tried to right-click, long-press, and hover over data entries expecting contextual actions. When nothing happened, they felt stuck. The interface was conveying less capability than the platform actually had.

• System feedback was missing. After completing actions — creating a schedule, saving a change — participants weren't sure if it had worked. The absence of confirmation messages created anxiety and led to duplicate actions.

Refining the design

Two structural changes resolved the study findings:

Navigation moved from sidebar to top bar: Relocating the primary navigation freed significant vertical space, allowing dashboard content to breathe and making the most-used information visible without scrolling.

'More Options' menu added to all data elements: A consistent contextual action menu — Edit, Delete, Export, Mark as — was added to every list item and file entry. Users could now do what they expected to do, without hunting through separate screens.

Visualizing the Core User Experience:
Key Desktop/Tablet Mockups

Responsive Design

Key screens — landing page, sign-in, and the reports dashboard — were adapted for mobile, maintaining information hierarchy and usability for planners working from their phones on-site.

High-fidelity prototype

Explore the interactive high-fidelity prototype, showcasing the refined user flows for managing event schedules and the implementation of changes based on the usability study: Luvent hi-fi prototype

Style Guides

Going forward

Business Impact

A usability study participant who manages multiple events simultaneously described the platform's potential in terms that captured exactly what the design was reaching for: "It's definitely going to make my work easier! I never thought this could boost my productivity and have all I need on one platform. I'm excited to have something like this."

When a professional whose work depends on juggling multiple systems says they're excited to consolidate into one — that's the design outcome.

Next Steps

1) Conduct follow-up usability research to validate the impact of the layout and functionality changes, and surface any second-order friction points.

2) Design a companion guest-facing mobile app — digital invitations, venue maps, hotel recommendations, dress code details — extending the platform's value to every stakeholder at an event.

3) Implement additional WCAG-compliant color themes to ensure the platform is accessible to users with color vision deficiencies.

LinkedIn  |  edith@edithmoreno.com

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