Innovara
Guedin Castillo
Event Tech Entertainment
Canada, U.S.
Challenge
Organizers were spending approximately 60% of their time on manual negotiations, while sponsors lacked confidence in the real reach of events.
Our Solution
Organizers were spending approximately 60% of their time on manual negotiations, while sponsors lacked confidence in the real reach of events.
Creative and Research Process
We led a user research process across the U.S. and Canadian markets, identifying a critical barrier: structural distrust in return on investment (ROI). We found that organizers were losing opportunities through opaque negotiation processes, while sponsors lacked tools to segment by niche and location. This insight transformed the project scope: rather than designing a simple interface, we built a data intelligence platform that financially validates every investment.
Discovery Insights (Hallazgos Estratégicos)
Strategic Prioritization (MVP Focus)
Product Value & Business Impact
Design Foundations & Scalability
To support rapid growth and error-free technical implementation, we built a foundational design system. It keeps every Evenda interaction consistent, reduces technical debt, and allows the product to evolve without losing its visual identity.
Strategic Onboarding
One-click Segmentation
Immediate identification of organizers and sponsors to load the right dashboard.
Intent Validation
An optimized registration flow captures key data—location, sector, and audience size—without overwhelming the user.
Instant Access to Value
(Time-to-Value)
Fewer unnecessary steps allow organizers to publish their first event or sponsors to view the catalog in under two minutes.
We led a user research process across the U.S. and Canadian markets, identifying a critical barrier: structural distrust in return on investment (ROI). We found that organizers were losing opportunities through opaque negotiation processes, while sponsors lacked tools to segment by niche and location. This insight transformed the project scope: rather than designing a simple interface, we built a data intelligence platform that financially validates every investment.
Evenda represents the intersection of high-fidelity design and applied business strategy. By prioritizing data transparency and reducing operational friction, we transformed a complex idea into a scalable tool ready to lead the North American Event Tech market.
Learnings & Results
My work on Evenda reaffirmed my design philosophy: it’s not only about creating beautiful interfaces, but about building solutions that solve real market problems.