FILTERBUZZ

Branding & Corporate Identity & UX UI

2024 | Teamwork | Timeline: 6 month | Client: Filterbuzz

Technology tools:

Figma | Adobe Suite

Role:

Creative Director | Visual Designer | Interactive Designer

Filterbuzz is a city-based online arts and culture guide that helps users discover events in U.S. cities. By organizing event information in one place, it fosters community engagement and supports local economic growth while providing an easy-to-use platform.

Problem

The original design of Filterbuzz, including its logo, visual identity, and user interface, fell short of the client’s expectations. It was cluttered with unnecessary ads and images, making it difficult for users to navigate quickly. The platform lacked user-friendliness, clarity, and a cohesive approach to integrating sponsor branding. Additionally, it needed features that would make event discovery more intuitive and accessible.

Brief:

Solution

The new brand identity emphasizes the core mission of filtering and guiding users to relevant events effortlessly. The redesigned user experience prioritizes simplicity, functionality, and ease of use. Key improvements included removing unnecessary elements and introducing three event views—Map, Calendar, and List—that allow users to find event locations, save them to their calendars, and archive them in their profiles. These views were designed to work seamlessly together, enabling users to access them simultaneously for a streamlined experience. Sponsor logos were integrated using subtle gradients, maintaining consistency with the design while respecting the individuality of each sponsor’s branding.

BEFORE

AFTER

My Role

As the lead designer, I was responsible for conceptualizing and executing the new brand identity and user interface. Collaborating closely with my colleague and the development team from the initial concept to the final product, I ensured the design met the client’s goals and the users’ needs. This included conducting user experience research and providing feedback throughout the development process.

Reflection

This project demonstrated the importance of balancing design and functionality through collaboration with developers and focusing on user needs. Feedback from Q&A testing and data analysis shows 40% improvement of the platform’s usability and visual appeal while staying true to its mission.

Challenges

One significant challenge was integrating sponsor logos without disrupting the platform’s clean and minimalistic design. Another was working closely with developers to implement the new features and design system effectively. Removing distractions such as overly complicated buttons, ads, and unrelated images while ensuring the platform remained functional and engaging was also a key challenge.