Reimagining a virtual festival.

COMPLEXLAND 2.0

UX DESIGN
UX RESEARCH

RECAP
A 6 month project that built upon Complex’s digital event/web app ‘ComplexLand’ by exploring, validating, and building new user-centric product features.

SKILLS SHOWN
Cross functional partnership & collaboration
UXR and UX leadership
Ability to work in agile spaces autonomously

TIMELINE

6 months

CLIENT

Complex Networks

CONTEXT

ComplexLand is a three day festival hosted by Complex that allows guests to shop over 60 brands, attend live concerts, listen to guest speakers, collect drops, and order exclusive food. ComplexLand was originally in person but due to COVID it became a 3D e-commerce enabled digital experience.

APPROACH

  1. Discovery: Understand learnings from prior year’s event, gather hypotheses, and align with partners.

    1. Heuristic evaluation & hypothesis gathering workshop

    2. Social listening & data analysis of prior year

    3. Stakeholder interviews

    4. Competitive landscape analysis

  2. Design: Creatively explore and implement hypotheses, insights, and partner requests through prototypes, wireframes, and user flows/

    1. UX ideation workshops

    2. Rapid feature exploration

  3. Testing: Validate and evaluate prototypes to identify positive additions to the experience.

    1. Concept testing

    2. User testing (moderated interviews)

  4. Refine & Build

  5. Launch

OBJECTIVE

Build upon Complex’s digital event/web app ‘Complexland’ by exploring, validating, and building new user-centric product features that drive engagement, increase satisfaction, and allow for new business partnerships.

Supporting Business Units

UX Design, Development, Creative, Strategy, QA, Production, Product Management, Complex’s internal team.

Responsibilities

  • Led the UXR approach and partnered with UX to create prototypes.

  • Led all workshops and stakeholder interviews.

  • Conducted all user testing while levelling up a junior researcher.

  • Created wireframes and user flows to hand off to the UX team for further creative exploration.

ROLE

Lead UX Researcher & Design Strategist

Product Impact

  • Private Party Rooms

  • Dashboard UI

  • Log in & CTA

  • Photo Mode

Impact & Awards

💻 174 different countries + 725,000 visitor sessions throughout the week.

📱 $1+ Million USD sold, which translated to a increased sponsorship revenue by 60%

🥇Won a Gold ADCC Website Award

🏅Nominated for a 2021 Webby Award