BWE Events Tech / Cloudflare, Daniel Sanchez

The Client

An annual event platform that needed a complete rethink

Cloudflare runs in-person seminars every year to educate and support different audiences across their industry. Their existing site needed significant updates: event-specific scheduling layouts, improved navigation, and redesigned speaker modules, all inside a two-month deadline before launch.

I designed wireframes through to hi-fidelity layouts aligned with Cloudflare's branding, researching target audiences and user needs while iterating rapidly on feedback from multiple stakeholder voices.

My Process

End-to-end, despite constant pivots

Problem IdentificationIdentified where in the design process I was stepping in and framed a clear problem statement before touching any designs, which set shared expectations with the PM and client leads.

Research & BenchmarkingMeasured competitors, leveraged existing research and component libraries, and established communication cadence with PMs, architects, and stakeholders across two organizations.

IdeationTook previous iterations and initial concepts and designed solutions grounded in research and real-time feedback from multiple voices, which often conflicted with each other.

WireframingRapidly designed wireframes for initial website flow, clickability, and test frames for functionality, moving from lo-fi to hi-fi under tight timelines and limited access to licensed fonts.

Analysis & FeedbackReceived feedback from the PM, engineers, and client design teams on errors, preferences, and visual design choices, and aligned the details for a smoother developer handoff.

HandoffReviewed the full process and handed off final iterations to architects and clients, accommodating last-minute brand reversals while protecting the component library for future use.

User Needs

Three requirements that anchored every decision

Seamless registration

Get through registration without friction. It was the primary conversion goal for the business and the metric stakeholders cared most about.

Schedule preview

A clear preview of the week's agenda based on selections, so users could make an informed choice before committing.

Adjustable selections

The ability to modify seminar selections after registering, reducing abandonment caused by commitment anxiety post-signup.

Design Work

From wireframe to shipped product

Cloudflare University page design — full training and certification layout

Cloudflare University page: a key deliverable showing course offerings, certification, and the full registration fee structure.

Cloudflare Agenda Grid design with session filter sidebar

Agenda Grid design: filterable session browser with sidebar navigation, day-of-week tabs, and session type tags.

Agenda Carousel and Speaker Carousel wireframe components

Reusable carousel components, designed for flexibility across future Cloudflare event sites and now part of their long-term design system.

Real Constraints

What actually happened

Rebranding mid-project

The client implemented dark mode across all pages within the same timeline, requiring many original design components to be reworked from scratch without slowing delivery.

Conflicting stakeholder voices

A leadership change introduced contradictory decisions. I navigated multiple voices directly, scheduling alignment meetings to re-calibrate timelines and goals.

Week-before reversal

Executive leadership reversed the dark mode decision the week before launch and returned to light mode. Cloudflare's internal team took over final integration from there.

Lasting impact despite pivots

Early design components, including navigation flow, hover states, and dropdowns, were retained in the final product and can now be adapted for future Cloudflare event sites.

Lessons Learned

Always learning, always collaborating

Visual hierarchyAlignment and shadow specifics for dropdown menus improve readability significantly. Buttons and CTAs benefit from expanded libraries for multiple options and future brand variations.

Content hierarchyCalendar components could be expanded to weekly or monthly views. Marketing opportunities for popular or filling-fast sessions could be surfaced at the top of page for attendance goals.

Communication & expectation settingHonest feedback and clear time limitations make for a much more effective workflow, especially when you're working with distributed, multi-level stakeholder groups across two organizations.

Team

Daniel Sanchez, UX/UI Designer & Researcher

Emily Greagori, Senior Technology Project Manager

Jason Wilson, Product Manager

Arjun Saud, Front End Developer & Designer

Anjan Bhattrai, Front End Developer & Architect

Cloudflare Event Platform