Go Fest — Architecting a Scalable Service Ecosystem
Transforming large-scale event manual operational workflows into logic-driven digital systems
OVERVIEW
The Go Fest plateform is designed to streamline the process of finding and booking ideal pop-up locations for merchants. By simplifying the process from booking to closing a pop up for merchants and the communication with event organizers, it saves time, reduces errors, and increases overall efficiency.
MY ROLE
Design Lead
RESPONSIBILITIES
User research, problem definition, scoping & prioritization, design, testing, handoff, stakeholder management
TIMELINE
This project was an ongoing effort with several iterations that took place between April – October 2024
BACKGROUND
Transition to Self-Service
Drawing from my firsthand experience as a bubble tea shop owner, I recognized a critical systemic gap in the pop-up industry. Go Fest was conceived not just as a booking app, but as a B2B infrastructure designed to bridge the friction between event organizers, municipal regulators, and independent merchants. By transforming a high-touch manual process into a low-touch digital marketplace, we enable scalability for organizers and operational security for vendors.
Stakeholder Map
PROBLEM FRAMING
Inefficiency & Lack of Organization
Merchants often face challenges in finding suitable venues for their pop-ups due to scattered information, inefficient communication methods (e.g., emails, calls), and a lack of centralized tools for managing schedules and bookings. This results in wasted time, increased frustration, and potential miscommunication.
Organizers need many people in the position to connect with vendors one by one every single time they plan a new pop-up. Even though a group online meeting helps a lot, organizers still need the extra time to give information, explain, check if they meet the policy requirements, and double-check everything again.
Old User Journey Map:
A High-Touch Operational Nightmare
The Core Pain Points
1. Communication Black Hole:
-
Insight: Disparate channels (email/calls) create information silos, leading to a 40% drop-off rate during onboarding.
-
Impact: Massive operational overhead and communication lag.
2. Inefficient Onboarding+High-Stakes Compliance Risks & Manual Error:
-
Insight: Manual verification of fire and health permits is prone to error, risking immediate shutdowns and heavy fines.
-
Impact: Legal liability for organizers and financial loss for vendors.
3.Search Friction & Asymmetric Information:
-
Insight: Merchants book venues blindly without traffic or demographic data, leading to poor resource allocation.
-
Impact: Inconsistent ROI and mismatched vendor-event ecosystems.
System Thinking
Architecting the Service Ecosystem
Before a single pixel was drawn, I architected the Service Blueprint to define the underlying logic of the ecosystem. This blueprint synchronizes frontend user actions with backend automation—specifically how municipal requirements trigger verification workflows. This systemic approach ensures that the design is not just a UI skin, but a functional solution that manages the entire lifecycle of a pop-up event.
System Infrastructure
Design Strategy & Execution
The Three Pillars of Efficiency
To bridge the gap between chaotic physical pop-ups and digital precision, I focused on three critical stages of the merchant journey.
UNDERSTAND
Smart Discovery
Empowering merchants to make data-driven decisions through high-intent filtering (Theme, Traffic, and ROI).
CREATE
Automated Compliance
Shifting the burden of verification from organizers to the system using conditional logic and instant feedback.
MANAGE
Operational Clarity
Providing a single source of truth for post-booking transparency, from countdowns to sales analytics.
The Logic Deep Dive
Information Hierarchy
& Core Navigation
To simplify the complex management of multiple vendors and locations, I developed an Information Architecture that prioritizes operational status. This framework categorizes high-priority tasks into dedicated modules—such as Action Required and Last Call—ensuring that users can navigate from a high-level overview to specific document and location details with minimal steps.
By defining these primary navigation pathways and functional groupings early on, I established a scalable system that maintains clarity even as the number of events and compliance requirements increases.
Information Architecture
Translating the Service Blueprint into a Seamless Functional Layout
To ensure the Go Fest ecosystem functions seamlessly under high-pressure scenarios, I translated the systemic logic into low-fidelity wireframes, prioritizing information hierarchy and task efficiency. This phase focused on defining the core functional backbone: aggregating disparate event, compliance, and location data into intuitive, consolidated views.
By isolating the interaction logic and user flows, I was able to validate critical features like the 'Last Call' escalation and the integrated 'WARNING' policy. This functional approach ensures that the design is not just an interface skin, but a functional infrastructure that manage the complex lifecycle of a pop-up event
Visual Experience
High-Fidelity Execution
& Visual Identity
The high-fidelity design translates complex operational workflows into a clean, professional, and intuitive digital interface. By applying a rigorous design system, I ensured visual consistency across all touchpoints—from real-time status tracking to comprehensive document management.
The UI prioritizes high-contrast typography and a neutral color palette to minimize cognitive fatigue during high-pressure event windows. Every interaction is crafted to provide immediate clarity, transforming the backend logic into a polished, user-centric experience that commands professional trust.
Upward Action Flow:
Progress in Motion
The Go Fest home screen employs a rigorous upward visual logic to command user attention based on operational urgency. Tasks are stacked chronologically, with the highest-priority events—those needing immediate action or about to start—promoted to the top of the interface.
As users complete requirements, such as uploading documents, the event tile automatically moves upward through the hierarchy. This dynamic queue translates complex backend workflow dependencies into a single, intuitive timeline, providing users with a frictionless command center that guides them to full readiness with unwavering focus.
-
Your Fest Now: Features all active, on-going events. The fire icon provides a high-efficiency shortcut to access real-time event details and live status.
-
Ready to Go: Houses events that have fulfilled all requirements. These entries are staged for launch and will automatically promote to "Your Fest Now" the moment they start.
-
Last Call: Acts as a high-priority queue for events with pending compliance that have hit the 48-hour threshold. This section serves as a final urgency trigger before the deadline.
-
Action Required: Centralizes all events with incomplete documentation or pending steps. Entries in this category will escalate to "Last Call" if they remain unresolved as the deadline approaches.
Discovery Engine: Tailored Vendor Opportunity Search
The Go Fest discovery screen simplifies the complex task of finding relevant vendor opportunities. Users can initiate a direct text search or explore curated sections including Featured selections, active Open Calls with deadlines, and specific event Categories.
The interface employs a distinct Information Hierarchy, beginning with a mandatory City Selection to localize results. This is followed by visual data carousels designed to reduce cognitive load while maximizing exposure to upcoming and even Past Events, ensuring that every relevant stall opportunity, regardless of its timeline state, is easily accessible through a frictionless visual browse.
Go Live:
Real-Time Operational Command
he Go Live screen acts as a dedicated command center for vendors during an active, on-going event. The interface prioritizes mission-critical data, including precise Set Up, Booth, and Packing hours, as well as a localized site map that clearly highlights the vendor's assigned stall relative to drive-in routes and emergency access.
Every interaction is crafted to mitigate risk during high-pressure event windows. This includes a prominent "END NOW" button for controlled session closing, and a high-visibility "Attention: Time Policy" section to enforce compliance and prevent monetary fines. The UI commands professional trust by transforming backend logistics into a polished, visual guide for seamless live operations.
-
Event Briefing: Displays core event metadata (Name, Time, Address) with a visual brand backdrop.
-
Go Fest Now: A localized, real-time navigation tool highlighting the vendor’s assigned booth. It integrates critical safety infrastructure, including emergency access routes and fire hydrant locations, ensuring full situational awareness.
-
Service: A centralized support hub categorized into four essential pillars: Supplies (restocking essentials), KOLs (on-site marketing assistance), Equipment (power and utility rentals), and Emergency Help (immediate medical or technical intervention).
-
End Now Button: A dedicated "End Now" button to transition the vendor from active selling to the packing phase.
-
Time Policy: A strict timeline policy designed to synchronize vendor movements and mitigate community impact through clear penalty structures.
Solving the "Red Tape" Problem
Event organizers often drown in bureaucratic paperwork. Go Fest eliminates this 'Red Tape' by digitizing compliance workflows, transforming manual verification into a seamless, logic-driven experience.
-
Self-Correction: "Instant validation alerts users to expired documents before submission."
-
Conditional Logic: "The system adaptively asks for specific permits based on the food category selected."
Managing Performance & Growth
The Me screen serves as a centralized dashboard for vendors to manage their professional identity and financial health. The top section prioritizes brand recognition through a customizable Business Profile, directly integrated with Verified Bank Accounts for seamless commission payouts.
The Recent Activities module provides instant transparency into cash flow, featuring high-contrast data cards for Latest Payouts, Commissions, and a visual Income Growth percentage. Below this performance layer, essential administrative tasks—such as Tax & Invoices and All Statements—are organized into clean, accessible tiles, supported by a dedicated Customer Service and FAQ section to ensure a robust support infrastructure for the user.
What Improved
Project Efficiency & Validation
-
Error Rate Mitigation: In controlled usability simulations, the logic-driven workflow reduced user input errors by 95% compared to the original manual process.
-
Processing Speed: Internal pilot testing demonstrated that the automated compliance engine could validate documentation in seconds, projecting a 90% reduction in manual review time.
-
Heuristic Evaluation: Achieved a 100% success rate in critical task flows during high-fidelity prototype testing with internal stakeholders.
Reflection
Lessons in B2B Scalability
Designing Go Fest reinforced a core principle: in a high-stakes B2B ecosystem, the UI is merely the surface. The true architectural challenge lies in harmonizing the conflicting priorities of diverse stakeholders into a seamless operational flow.
I’ve learned that in complex environments, rigorous logic is the highest form of user empathy. By engineering a system that preemptively mitigates errors, we liberate organizers to focus on the human experience rather than technical friction. Moving forward, I aim to evolve this framework by integrating predictive analytics, leveraging municipal data and historical trends to empower merchants with data-driven location intelligence.
