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The Context

The Problem

Because the fair was just starting, the core challenge wasn't fixing an existing broken system, but designing for an evolving timeline. The website needed to serve entirely different purposes depending on the temporality: a showcase before the event, an operational hub during the event, a loyalty platform afterward, and eventually, a standalone e-commerce marketplace. The real difficulty lay in creating a cohesive, hybrid physical-and-digital experience that seamlessly transitioned across all four of these phases without feeling disjointed.

The Process

We anchored our approach in eco-conscious transparency, deciding early on that the platform should actively advertise clean practices and honest operations. I structured the work through Linear, moving the team from deep market benchmarking and persona development into mapping out the four distinct user journeys. From there, we built the site architecture, moving through foundational wireframing to a complete design system. While my team supported the research and production, I managed the scoping and ensured our high-fidelity mockups stayed true to the core strategic vision we had defined.

The Takeaway

We delivered a full, interactive Figma prototype to the client, alongside a complete set of deliverables—benchmarks, sitemaps, journey maps, and a scoping document—that outlined the exact steps they needed to take for the future of their platform. Beyond the deliverables, the project forced me to refine how I benchmark and how I structure the conception phase. I learned that making the early conceptual work more efficient is the only way to protect time for high-volume production later on.