AppWorld Website
Corporate Flagship Event Web Experience
AppWorld, F5’s newly branded flagship and roadshow event, offered customers a deep dive into the future of application security and delivery.
Designed and delivered under a tight timeline, the 2024 event website provided a seamless, user-focused experience for security professionals, developers, architects, and F5 partners. With intuitive navigation and bold, engaging visuals, it delivered critical event details while reinforcing the brand’s innovation and global reach.
2024
Challenge
We needed to increase pre-event registrations for AppWorld’s three-day flagship conference, drive engagement during the in-person experience, and maintain momentum afterward through a multi-country roadshow and gated post-event content. The most significant challenge was the extremely tight timeline and limited event information at kickoff. To succeed, the team adopted an agile, iterative approach to design and launch a seamless digital experience, supporting F5’s first in-person AppWorld event since before the COVID-19 pandemic.
Role & Process
As Lead Web Designer and Producer, I guided the project from kickoff through launch, balancing UX design, production, and coordination across internal and external teams. Key responsibilities included:
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Collaborating with event and field marketing teams, content strategists, brand team, and web producers to align goals and timelines
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Conducting competitive analysis to inform site features and content strategy
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Developing sitemaps and wireframes to define user flows and page hierarchy
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Designing scalable, responsive UI components in Figma
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Iterating quickly with regular reviews to meet accelerated timelines
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Ensuring visual and messaging consistency across all event phases: main event, roadshow, and post-event content
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Overseeing asset delivery and implementation in Adobe AEM
Design Solution
To meet our goals under tight constraints, we focused on delivering a streamlined, scalable site experience that highlighted the event’s value while remaining flexible for real-time updates. From competitive research through final visual design, each step was grounded in collaboration and speed.
Components
Reusable components designed in Figma enabled the team to iterate and update quickly. These included modular speaker images color-coded by session theme, flexible hero banners, and rich-text modules. Components were optimized for Adobe AEM and ensured consistency throughout the site’s lifecycle.
Wireframe
Low-fidelity wireframes helped us plan the hierarchy, layout, and functionality across templates. We prioritized clarity around essential logistics such as dates, times, and location, and strategized strong CTA placements, visual storytelling areas, and clear FAQ access.
Site Map
Using insights from the competitive audit and internal stakeholders, we mapped the site’s structure to surface high-priority content, like registration, agenda, and speakers, early in the user journey. A streamlined, intuitive information architecture ensured users could quickly find key event details.
Competitive Analysis
We analyzed comparable event websites to identify what worked well, where they fell short, and how we could differentiate. This research uncovered opportunities to improve user flow, messaging clarity, and visual storytelling, helping us shape a more compelling experience for our audience.
Impact & Outcomes
This user-centered, iterative approach enabled us to build a dynamic digital hub for AppWorld 2024 that adapted to every phase of the event lifecycle. The site launched as a “Save the Date” RSVP, transitioned to support Early Bird registration, and then expanded to include full agenda details, speaker profiles, and live-event updates.
After the three-day event, the site evolved into a post-event resource, offering gated access to on-demand content, session highlights, and roadshow promotions. We also launched separate landing pages for U.S. and global audiences to extend the event’s reach.
The flexible, scalable foundation created for AppWorld 2024 set a strong precedent for future event experiences.
Cross-functional collaboration with event teams, product groups, content strategists, and producers ensured a cohesive experience that delivered value before, during, and well after the main event.
Experience the Prototype
The final site successfully met the project’s objectives, providing Oratile Kids with a responsive eCommerce platform that caters to busy parents. The new website not only reflects the brand’s handcrafted quality, but also offers a seamless and trusted shopping experience.
Post-event site updates
We update the site with archives including event announcements and presentation recordings, links to the even learning tracks for attendees to revisit later. Also, there were exciting news for upcoming roadshows in many other countries including Asia Pacific, Europe and the Middle East, and North America.
Main page
Video gallery page
After the Three-Day Event
The project didn’t end with the flagship conference. Following the main event, we continued evolving the site to support ongoing engagement by creating a dedicated post-event experience. This included an archive of keynotes, session recordings, and curated learning tracks to help attendees revisit valuable content.
To further extend the event’s reach, we also designed and launched a U.S. roadshow landing page for the F5 Federal Symposium 2024, featuring event details and region-specific calls to action. Additionally, we supported global field events with localized updates tailored to their audiences.
A gated post-event page was also developed to provide secure, exclusive access to 2024 keynote content, encouraging deeper engagement and ongoing attendee connection.
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