Blend Forum
Forum is Blend’s annual signature event—a curated experience designed for past, current, and future customers who are ready to lead the next wave in fintech lending.
My role:
As the UX and visual designer, my goal was to craft an experience as smooth as the content was sharp. I focused on building a clear, intuitive information hierarchy—answering the what, when, where, and why without making users dig. A seamless flow from landing to form submission was essential to reduce drop-off and keep the event momentum high. I also worked with our registration platform, Swoogo, to ensure the forms weren’t just functional, but felt like a natural extension of the event site: branded, accessible, mobile-friendly, and genuinely pleasant to fill out (yes, it’s possible).
Skills:
Branding, Digital Design, UX Oversight and Creative Direction
Year:
2021-current
Phase 2 and beyond
The 2021 Forum registration page achieved significant success in usability and information architecture. Consequently, we opted to develop a standardized template to facilitate reuse and maintain consistency. This strategy ensured that the overall structure and user experience remained uniform across iterations, with only the visual branding elements updating annually to reflect each event.
The subsequent pages present the wireframes and registration page designs that followed this approach. I led the oversight on the wireframes designed by my report, Kim Le, the UX Designer on our team in 2022.
Notably, this year we migrated the landing page to Framer to leverage enhanced design capabilities and performance.
