Biota Design System

Design leadership for a multi-market events ecosystem

Context

Design leadership on a global events platform supporting event discovery and online ticket purchasing for a worldwide research audience. The platform served ~700,000 researchers and was delivered in partnership with EMEA, Asia (China & Japan), and US events and marketing teams, each operating with distinct regional priorities and constraints.

Experience direction

The focus of this work was not individual features, but establishing clarity, consistency and scalability across markets. The challenge was to align fragmented regional event experiences into a coherent global platform, while still supporting local delivery needs and commercial objectives.

Experience direction centred on simplifying event discovery, standardising purchasing journeys and ensuring the platform scaled globally without introducing operational complexity.

Role & Scope

• Led UX strategy across key event journeys

• Partnered and managed external agency

• Balanced global consistency with local flexibility

• Led stakeholder alignment across markets to support shared experience standards

• Supported delivery through guidance, critique and design system contribution

Outcomes

• Established a unified experience framework across regional event teams

• Clarified event discovery and registration standards to support scale

• Aligned global and regional stakeholders around shared interaction principles

• Reduced duplication through reusable patterns and documented guidance

• Positioned the platform to support growth in online and on-site attendance across key markets