Problem Statement
Large organizations like Aramco run multiple events annually with distributed responsibilities across teams. Their current processes involve
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Manual attendee invitations
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Poor visibility into event status
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No customizable permission system
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Badges generated late or manually
How might SIMZ deliver an end-to-end experience that reduces operational workload, increases accuracy, and improves attendee satisfaction for every event?
User Research
Research Methods
Online interviews + workflow observation sessions & Participants from MeeExpo + Aramco event ecosystem
User Quotes
“We handle too many events — one dashboard for all would be a game changer.”
Ahmed
“Every event needs different registration questions. We don’t want IT support for that.”
Fatima
“Queues build up fast. Sync issues at check-in break the flow.”
Lina
“I want a badge I can save in my phone wallet, not a slip of paper.”
Sachin
“Permissions should restrict juniors from editing event data.”
Yousuf
Key Insights
Challenge
No multi-client separation
Undefined access levels
Manual registration
Queue delays
Badge dependency on printers
Brand inconsistency
Needs
Strict tenant-based environment
Custom role & permission settings
Visual event creation templates
High speed QR scanning + auto check-in
Instant digital badges
Client-level theme customization
Name: Ahmed
Event Manager – Aramco
Goals: Setup + monitor events quickly
Pain Points: Long turnaround time for approvals
Needs: Dashboards, clear analytics
Success: Smooth operations across multiple venues
Name: Fatima
Registration Admin – Aramco
Goals: Fast onboarding and attendee processing
Pain Points: Attendees losing confirmation mails
Needs: QR search + fallback options
Success: No queue congestion
Name: Yusuf
Project Coordinator – MeeExpo
Goals: Manage client permissions
Pain Points: Overlapping data access
Needs: Scalable tenant controls
Success: Secure, compliant access
Conceptualisation
Based on the research findings and requirements gathered, I began the conceptual phase by creating quick hand-drawn sketches to explore structure, navigation, and key workflows. These sketches helped me visualize how a multi-tenant platform like SIMZ should operate and how different user roles would interact with the system. Once aligned internally, I converted the concepts into low-fidelity wireframes focusing on layout, task prioritization, and clarity of actions.
Throughout this phase, I regularly connected with MeeExpo stakeholders and event managers to walk them through the flows and gather early feedback. Multiple iterations were made to ensure smooth role-based access, simplified event creation steps, and an intuitive check-in journey for staff on ground. This collaborative and iterative designing ensured that the product direction stayed user-centric while also meeting business scalability needs.
The Solution
from onboarding clients and creating users with defined roles, to building customized events, sending invitations, and tracking attendee engagement in real time.
My Learnings as the Only Designer
Took ownership of research, IA, workflows, and UI
Built trust by translating operational complexity into intuitive navigation
Improved stakeholder alignment with visual storytelling
Realized the importance of scalable design decisions in SaaS environments
Designing SIMZ taught me how to create structure from chaos and convert business challenges into user-centered products.
