Toronto Spring Festival
Client
Toronto Spring Festival
Industry
Live Events / Consumer Experience
Year
2025
Duration
3 Weeks
(01)
Project overview.
I partnered with an event organization to redesign their website ahead of a large-scale public event expected to draw over 80,000 attendees in downtown Toronto. The existing site lacked structure, creating confusion around ticketing, event details, and brand partnerships.
Working closely with senior stakeholders, I led the restructuring of the digital experience — clarifying navigation, simplifying ticket flows, and bringing cohesion to a fragmented set of assets. This engagement evolved into an ongoing design partnership, supporting continued iteration as event needs developed.
(02)
My Role & Contributions
• Led the end-to-end redesign, transforming a fragmented site into a clearer platform.
• Re-architected the ticketing journey to reduce friction and support faster decisions.
• Audited pages to identify confusion and improve hierarchy.
• Guided stakeholders on experience strategy, influencing how partnerships and information were presented.
• Balanced sponsor needs, business goals, and user clarity within platform constraints.
• Prioritized mobile usage for on-the-go attendees.
• Delivered a handoff-ready structure and provided post-launch refinement.
(03)
Challenge.
The organization needed a digital experience capable of supporting a high-traffic public event while communicating complex information across multiple audiences. However, the existing site lacked cohesion, making it difficult for users to understand event offerings and complete ticket-related actions confidently.
The challenge was to introduce clarity without overcomplicating the platform — structuring information in a way that supported both business goals and real user behaviour.
(04)
Result.
The redesigned site established a clearer foundation for communicating event information and guiding users through ticket-related flows. Stakeholders continued to rely on my recommendations post-launch, reinforcing the value of a more structured and user-centered approach.
This work strengthened my ability to operate within fast-moving environments, align diverse stakeholder needs, and design experiences that balance clarity with real-world operational demands.
(05 Projects)
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