Project overview
Project overview
Project overview
In response to growing international interest, the Reencuentro Taíno Conference 2025 (RTC 2025) shifted from an in-person to an online event. Casa Areyto (the client) envisioned a virtual platform that would serve as both a conference hub and an educational resource, helping the Taíno community reconnect with their language and culture.
In response to growing international interest, the Reencuentro Taíno Conference 2025 (RTC 2025) shifted from an in-person to an online event. Casa Areyto (the client) envisioned a virtual platform that would serve as both a conference hub and an educational resource, helping the Taíno community reconnect with their language and culture.
In response to growing international interest, the Reencuentro Taíno Conference 2025 (RTC 2025) shifted from an in-person to an online event. Casa Areyto (the client) envisioned a virtual platform that would serve as both a conference hub and an educational resource, helping the Taíno community reconnect with their language and culture.
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Final design of the Reencuentro Taíno Conference 2025 landing page shown above the fold. This mockup is not the live website.
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Final design of the Reencuentro Taíno Conference 2025 landing page shown above the fold. This mockup is not the live website.
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Final design of the Reencuentro Taíno Conference 2025 landing page shown above the fold. This mockup is not the live website.
During the final 15-week build phase, the team inherited significant design debt from earlier rushed decisions. As UX Design Lead, I focused on resolving these inconsistencies while building key functionalities, detailed in the “Key deliverables” section.
During the final 15-week build phase, the team inherited significant design debt from earlier rushed decisions. As UX Design Lead, I focused on resolving these inconsistencies while building key functionalities, detailed in the “Key deliverables” section.
During the final 15-week build phase, the team inherited significant design debt from earlier rushed decisions. As UX Design Lead, I focused on resolving these inconsistencies while building key functionalities, detailed in the “Key deliverables” section.
The cost of speed
The cost of speed
The cost of speed
At the start of the final 15-week phase, design debt was evident: no solutions had been validated, and wireframes were visually inconsistent. Earlier phases had prioritized speed over strategy, skipping crucial foundational steps such as researching Wix capabilities and building a design system.
At the start of the final 15-week phase, design debt was evident: no solutions had been validated, and wireframes were visually inconsistent. Earlier phases had prioritized speed over strategy, skipping crucial foundational steps such as researching Wix capabilities and building a design system.
At the start of the final 15-week phase, design debt was evident: no solutions had been validated, and wireframes were visually inconsistent. Earlier phases had prioritized speed over strategy, skipping crucial foundational steps such as researching Wix capabilities and building a design system.
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Timeline showing the UX Design team’s focus across each project phase.
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Timeline showing the UX Design team’s focus across each project phase.
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Timeline showing the UX Design team’s focus across each project phase.
Instead of an online experience that could excite and unite the Taíno community, the conference platform risked leaving users confused by unclear and potentially unreliable features. For the UX Design team, this meant dedicating precious time to rethinking earlier choices and creating a solid design foundation — all while still shipping new features.
Instead of an online experience that could excite and unite the Taíno community, the conference platform risked leaving users confused by unclear and potentially unreliable features. For the UX Design team, this meant dedicating precious time to rethinking earlier choices and creating a solid design foundation — all while still shipping new features.
Instead of an online experience that could excite and unite the Taíno community, the conference platform risked leaving users confused by unclear and potentially unreliable features. For the UX Design team, this meant dedicating precious time to rethinking earlier choices and creating a solid design foundation — all while still shipping new features.
With little time left, the UX Design team had to balance developing new features with resolving these issues, establishing a solid foundation for future conferences.
With little time left, the UX Design team had to balance developing new features with resolving these issues, establishing a solid foundation for future conferences.
With little time left, the UX Design team had to balance developing new features with resolving these issues, establishing a solid foundation for future conferences.
Key Deliverables
Key Deliverables
Key Deliverables
Landing Page
Landing Page
Landing Page
The entry point to the virtual conference, designed to help attendees quickly access sessions and essential information, while also exploring Taíno culture through the Three Islands feature.
The entry point to the virtual conference, designed to help attendees quickly access sessions and essential information, while also exploring Taíno culture through the Three Islands feature.
The entry point to the virtual conference, designed to help attendees quickly access sessions and essential information, while also exploring Taíno culture through the Three Islands feature.
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Selected landing page sections. These mockups are not the live website.
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Selected landing page sections. These mockups are not the live website.
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Selected landing page sections. These mockups are not the live website.
Three Islands Feature
Three Islands Feature
Three Islands Feature
An interactive learning hub with curated content on spirituality, music, and ancient writing systems, making reliable Taíno cultural information more accessible—especially for descendants seeking a connection to their heritage.
An interactive learning hub with curated content on spirituality, music, and ancient writing systems, making reliable Taíno cultural information more accessible—especially for descendants seeking a connection to their heritage.
An interactive learning hub with curated content on spirituality, music, and ancient writing systems, making reliable Taíno cultural information more accessible—especially for descendants seeking a connection to their heritage.
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The final Three Islands design in the landing page hero serves as the entry point to the feature. This mockup is not the live website.
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The final Three Islands design in the landing page hero serves as the entry point to the feature. This mockup is not the live website.
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The final Three Islands design in the landing page hero serves as the entry point to the feature. This mockup is not the live website.
Tanamá
Tanamá
Tanamá
The conference mascot who welcomes visitors and shares fun facts about Taíno culture, bringing delight and emotional resonance to the platform—helping recreate the energy and personal touch of an in-person conference.
The conference mascot who welcomes visitors and shares fun facts about Taíno culture, bringing delight and emotional resonance to the platform—helping recreate the energy and personal touch of an in-person conference.
The conference mascot who welcomes visitors and shares fun facts about Taíno culture, bringing delight and emotional resonance to the platform—helping recreate the energy and personal touch of an in-person conference.
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Tanamá originally shared island themes through playful tooltip messages that appeared when users hovered over buttons. This is an earlier version of the landing page hero design.
Left
Tanamá originally shared island themes through playful tooltip messages that appeared when users hovered over buttons. This is an earlier version of the landing page hero design.
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Tanamá originally shared island themes through playful tooltip messages that appeared when users hovered over buttons. This is an earlier version of the landing page hero design.
Navigating unverified concepts
Navigating unverified concepts
Navigating unverified concepts
During usability testing, users struggled to understand the landing page and the Three Islands feature, a result of unvalidated early concepts. The landing page lacked clear orientation, and the Three Islands feature introduced additional confusion about the page’s purpose. Furthermore, the islands were named after historical Taíno locations rather than the themes they represented, making navigation confusing and potentially undermining user engagement.
During usability testing, users struggled to understand the landing page and the Three Islands feature, a result of unvalidated early concepts. The landing page lacked clear orientation, and the Three Islands feature introduced additional confusion about the page’s purpose. Furthermore, the islands were named after historical Taíno locations rather than the themes they represented, making navigation confusing and potentially undermining user engagement.
During usability testing, users struggled to understand the landing page and the Three Islands feature, a result of unvalidated early concepts. The landing page lacked clear orientation, and the Three Islands feature introduced additional confusion about the page’s purpose. Furthermore, the islands were named after historical Taíno locations rather than the themes they represented, making navigation confusing and potentially undermining user engagement.
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The hero section that I submitted for the first round of usability testing.
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The hero section that I submitted for the first round of usability testing.
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The hero section that I submitted for the first round of usability testing.
To improve clarity and guide users through the conference experience, I:
To improve clarity and guide users through the conference experience, I:
To improve clarity and guide users through the conference experience, I:
Added a welcome message on the landing page to reduce confusion and set clear expectations upfront, helping users orient themselves.
Added a welcome message on the landing page to reduce confusion and set clear expectations upfront, helping users orient themselves.
Added a welcome message on the landing page to reduce confusion and set clear expectations upfront, helping users orient themselves.
Updated the Three Islands feature to include text explicitly stating each island’s theme, making exploration more intuitive and meaningful for users.
Updated the Three Islands feature to include text explicitly stating each island’s theme, making exploration more intuitive and meaningful for users.
Updated the Three Islands feature to include text explicitly stating each island’s theme, making exploration more intuitive and meaningful for users.
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Final hero section design delivered to development after usability testing. The live site includes client modifications.
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Final hero section design delivered to development after usability testing. The live site includes client modifications.
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Final hero section design delivered to development after usability testing. The live site includes client modifications.
Making ambitious ideas work
Making ambitious ideas work
Making ambitious ideas work
Earlier solutions exceeded Wix’s capabilities, resulting in technically infeasible features, threats to the production timeline, and the risk of an unusable product. The challenge of translating an in-person event to an online format led the previous UX Design teams to create interactive experiences without fully considering Wix’s native features.
Earlier solutions exceeded Wix’s capabilities, resulting in technically infeasible features, threats to the production timeline, and the risk of an unusable product. The challenge of translating an in-person event to an online format led the previous UX Design teams to create interactive experiences without fully considering Wix’s native features.
Earlier solutions exceeded Wix’s capabilities, resulting in technically infeasible features, threats to the production timeline, and the risk of an unusable product. The challenge of translating an in-person event to an online format led the previous UX Design teams to create interactive experiences without fully considering Wix’s native features.
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In Phase 2, I designed a sorting game for the Three Islands feature, but it was scrapped in Phase 3 due to Wix limitations and client feedback.
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In Phase 2, I designed a sorting game for the Three Islands feature, but it was scrapped in Phase 3 due to Wix limitations and client feedback.
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In Phase 2, I designed a sorting game for the Three Islands feature, but it was scrapped in Phase 3 due to Wix limitations and client feedback.
To tackle technical debt, I took the following steps:
To tackle technical debt, I took the following steps:
To tackle technical debt, I took the following steps:
Reassessed existing designs by replacing modals in the Three Islands feature with dedicated pages to simplify development and improve maintainability.
Reassessed existing designs by replacing modals in the Three Islands feature with dedicated pages to simplify development and improve maintainability.
Reassessed existing designs by replacing modals in the Three Islands feature with dedicated pages to simplify development and improve maintainability.
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User flows showing how access to Three Islands content changed after pivoting to dedicated pages.
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User flows showing how access to Three Islands content changed after pivoting to dedicated pages.
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User flows showing how access to Three Islands content changed after pivoting to dedicated pages.
Integrating Wix into the design workflow by creating a Wix playground for designers to explore components and test design feasibility early in the process.
Integrating Wix into the design workflow by creating a Wix playground for designers to explore components and test design feasibility early in the process.
Integrating Wix into the design workflow by creating a Wix playground for designers to explore components and test design feasibility early in the process.
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Screenshot of the Wix playground used to explore Wix apps and features.
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Screenshot of the Wix playground used to explore Wix apps and features.
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Screenshot of the Wix playground used to explore Wix apps and features.
Building on this approach, I leveraged the Wix playground to ensure Tanamá’s tooltip features were intuitive, allowing users to enjoy a playful and immersive experience without encountering technical issues.
Building on this approach, I leveraged the Wix playground to ensure Tanamá’s tooltip features were intuitive, allowing users to enjoy a playful and immersive experience without encountering technical issues.
Building on this approach, I leveraged the Wix playground to ensure Tanamá’s tooltip features were intuitive, allowing users to enjoy a playful and immersive experience without encountering technical issues.
Building the foundational design system
Building the foundational design system
Building the foundational design system
The designs across the landing page, Three Islands feature, and the client’s existing website were visually inconsistent, potentially creating confusion for existing users about wayfinding. This inconsistency stemmed from the absence of a comprehensive design system.
The designs across the landing page, Three Islands feature, and the client’s existing website were visually inconsistent, potentially creating confusion for existing users about wayfinding. This inconsistency stemmed from the absence of a comprehensive design system.
The designs across the landing page, Three Islands feature, and the client’s existing website were visually inconsistent, potentially creating confusion for existing users about wayfinding. This inconsistency stemmed from the absence of a comprehensive design system.
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Side-by-side view of the client’s homepage and Phase 2 landing page, showing differences in color and type styles.
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Side-by-side view of the client’s homepage and Phase 2 landing page, showing differences in color and type styles.
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Side-by-side view of the client’s homepage and Phase 2 landing page, showing differences in color and type styles.
I collaborated closely with my teammates to establish a basic design system while they updated their wireframes. We built the design system iteratively in multiple phases:
I collaborated closely with my teammates to establish a basic design system while they updated their wireframes. We built the design system iteratively in multiple phases:
I collaborated closely with my teammates to establish a basic design system while they updated their wireframes. We built the design system iteratively in multiple phases:
I audited the client’s UI elements to build a foundational design system that ensured visual consistency and a familiar experience for returning users.
I audited the client’s UI elements to build a foundational design system that ensured visual consistency and a familiar experience for returning users.
I audited the client’s UI elements to build a foundational design system that ensured visual consistency and a familiar experience for returning users.
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From the client’s website, we were able to draw out reusable components, colors, and text styles.
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From the client’s website, we were able to draw out reusable components, colors, and text styles.
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From the client’s website, we were able to draw out reusable components, colors, and text styles.
After updating the Three Islands wireframes, we defined a visual direction and expanded the design system to accommodate the feature’s complexity.
After updating the Three Islands wireframes, we defined a visual direction and expanded the design system to accommodate the feature’s complexity.
After updating the Three Islands wireframes, we defined a visual direction and expanded the design system to accommodate the feature’s complexity.
Left
Foundational color styles, adapted from the client’s website, were expanded with additional color scales to ensure consistency across the Three Islands pages.
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Foundational color styles, adapted from the client’s website, were expanded with additional color scales to ensure consistency across the Three Islands pages.
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Foundational color styles, adapted from the client’s website, were expanded with additional color scales to ensure consistency across the Three Islands pages.
Outcomes
Outcomes
Outcomes
From launch to the day of the conference, the platform served 760 unique visitors and generated 1,199 site sessions. Beyond these numbers, other key impacts include:
From launch to the day of the conference, the platform served 760 unique visitors and generated 1,199 site sessions. Beyond these numbers, other key impacts include:
From launch to the day of the conference, the platform served 760 unique visitors and generated 1,199 site sessions. Beyond these numbers, other key impacts include:
Improved user comprehension: During the second usability test, users responded positively to the clear display of island themes, resulting in a 22% click-through rate for the feature upon launch.
Improved user comprehension: During the second usability test, users responded positively to the clear display of island themes, resulting in a 22% click-through rate for the feature upon launch.
Improved user comprehension: During the second usability test, users responded positively to the clear display of island themes, resulting in a 22% click-through rate for the feature upon launch.
Streamlined developer onboarding: We compiled a repository of tutorials and implementation guidance to help new developers quickly get up to speed with Wix.
Streamlined developer onboarding: We compiled a repository of tutorials and implementation guidance to help new developers quickly get up to speed with Wix.
Streamlined developer onboarding: We compiled a repository of tutorials and implementation guidance to help new developers quickly get up to speed with Wix.
Foundation for future design work: The design system, though still evolving, offers a strong base for future teams to build upon.
Foundation for future design work: The design system, though still evolving, offers a strong base for future teams to build upon.
Foundation for future design work: The design system, though still evolving, offers a strong base for future teams to build upon.
Sustainable platform for the client: The design team delivered a platform that the client could manage and expand, earning praise for our attention to detail and creative solutions within constraints.
Sustainable platform for the client: The design team delivered a platform that the client could manage and expand, earning praise for our attention to detail and creative solutions within constraints.
Sustainable platform for the client: The design team delivered a platform that the client could manage and expand, earning praise for our attention to detail and creative solutions within constraints.
In conclusion
In conclusion
In conclusion
Launching RTC 2025 was a meaningful opportunity to see how products come together through cross-functional collaboration. Along the way, I gained key lessons about designing beyond functionality, collaborating with clients, and managing scope:
Launching RTC 2025 was a meaningful opportunity to see how products come together through cross-functional collaboration. Along the way, I gained key lessons about designing beyond functionality, collaborating with clients, and managing scope:
Launching RTC 2025 was a meaningful opportunity to see how products come together through cross-functional collaboration. Along the way, I gained key lessons about designing beyond functionality, collaborating with clients, and managing scope:
Designing for emotion: This project challenged me to stay focused on designing a memorable human experience rather than just delivering functional features, such as Tanamá.
Designing for emotion: This project challenged me to stay focused on designing a memorable human experience rather than just delivering functional features, such as Tanamá.
Designing for emotion: This project challenged me to stay focused on designing a memorable human experience rather than just delivering functional features, such as Tanamá.
Client collaboration: Proactive updates and leveraging the client’s expertise could have reduced misalignment and prevented costly delays.
Client collaboration: Proactive updates and leveraging the client’s expertise could have reduced misalignment and prevented costly delays.
Client collaboration: Proactive updates and leveraging the client’s expertise could have reduced misalignment and prevented costly delays.
Scope and role management: Setting boundaries early with both clients and teammates would have helped clarify responsibilities and minimize role creep.
Scope and role management: Setting boundaries early with both clients and teammates would have helped clarify responsibilities and minimize role creep.
Scope and role management: Setting boundaries early with both clients and teammates would have helped clarify responsibilities and minimize role creep.
If more time were available, I would have conducted a final round of usability testing on the live platform. This would have allowed us to evaluate features not captured in prototypes, such as embedded videos and AR models, and confirm that the design updates were both intuitive and effective.
If more time were available, I would have conducted a final round of usability testing on the live platform. This would have allowed us to evaluate features not captured in prototypes, such as embedded videos and AR models, and confirm that the design updates were both intuitive and effective.
If more time were available, I would have conducted a final round of usability testing on the live platform. This would have allowed us to evaluate features not captured in prototypes, such as embedded videos and AR models, and confirm that the design updates were both intuitive and effective.