Colorado State University-Conference and Event Services
B2C & B2B
Online Service Sales
Project Overview
The CES website functions primarily as an informational resource rather than a transactional platform. Users can read about services, but the path to actually booking is fragmented and unclear. I approached this problem by reframing CES through an e-commerce lens—treating services like products, reservation requests like carts, and the entire experience like a customer journey. The goal: to improve clarity, usability, and conversion for both internal campus partners and external clients.
Generating Leads through Flow
Booking service felt disconnected compared to typical e-commerce flows. Through understanding how a typical checkout flow is conducted I created several prototypes to validate my findings.
Clarifying Offerings
The current CES website does not show prices or give an idea of offerings up front. I audited the current website to clarify these through the CES team.
Designing for Clarity
The previous CES website featured a fragmented navigation structure and an overly complex sitemap that did not align with user intent. Services were difficult to locate, and labeling lacked clarity. I restructured the information architecture around user goals and streamlined pathways to inquiry, creating a clearer, conversion-focused experience.
Final Designs
The redesigned experience brings clarity and cohesion to CES’s digital presence. A streamlined navigation system, improved visual hierarchy, and task-oriented pathways reduce friction and support confident decision-making.
