BWE Events Tech / Cloudflare

The Client

An annual event platform that needed a complete rethink

Cloudflare holds in person seminars annually to educate and provide resources to various audiences within their industry. Their existing website needed significant updates such as event specific scheduling layouts, improved navigation, and redesigned speaker module formats — all within 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 jumping in and framed a clear problem statement before touching any designs. Setting 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 in previous iterations and initial concepts to design solutions grounded in research and real-time feedback from multiple voices often simultaneously conflicting.

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

Analysis & FeedbackReceived feedback from PM, engineers, and client design teams for modification of errors, preferences, and visual design choices aligning details for developer handoff efficiency.

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

Navigate through registration without friction. The primary conversion goal for the business and the metric stakeholders cared most about.

Schedule preview

A clear preview of the week's agenda according to selections before committing, so users could make informed choices without anxiety.

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, 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 returning to light mode. Cloudflare's internal team took over final integration at that point.

Lasting impact despite pivots

Early design components navigation flow, hover states, dropdowns were retained in the final product and are now adaptable for long-term use across 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 allow for more effective workflow, especially critical when 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