UX Design

I work as a freelance user and customer experience designer, and I have over twenty years of experience. More information is to be found here and you can also take a look at my LinkedIn profile if you like. Below is just one case study, and I surely hope to implement more pretty soon (you know the drill — it’s hard to take your own medicine’…):

Konventum (2015)

The re-vamped Konventum website. Also, my workspace almost looks like this… Almost.The re-vamped Konventum website. Also, my workspace almost looks like this… Almost.


Konventum is a conference, course- and educational centre located in the northern part of Sjælland in Denmark near the city of Helsingør. They have from 1969 dealt with both the more traditional’ conference business but has also been an educational institution for unions across the country.

The job

Konvetum wanted a unified modern, original website. Who does not? However, the main challenge here was to try to support and implement the different approaches towards their services. Their audience is a diverse bunch: Heavy conference managers, educators, people with different relations to all kinds of unions and more casual’ customers just looking for a hotel room, and everything in between.

Their old websites reflected this. Information-heavy and out-dated, they did not provide a polished user experience.

The old versions of Konventum’s web sitesThe old versions of Konventum’s web sites

The preparation

  • Extensive meetings and interviews with stakeholders
  • Surveys and interviews with all types of customers
  • Competitor analysis and best practices


  • Ease of use and simplicity tailored to the different personas top priority. A given, but the challenge here was the very different personas.
  • Purposefulness and transparency a must
  • Support for the fragmented media landscape

The solution

In a project like this, and with most projects involving some user interface, the key point is to getting things done. So to create a highly focused environment while at the same time being inspirational and support a business model, I identified all relevant actions and paired them with the user profiles and use cases.

I then developed a universal implementation model that acts as a base foundation of the objects on each page on the highly stripped-down version of the website. This model supported 80% of the possible user actions and next step CTAs given the context of the page at hand. This became a guide for delivering relevance and to lead customers to the next logical step and for providing meaningful business-generative CTAs.

At the same time, we agreed to have as little but compressed and relevant information as possible, creating mainly one-pagers such as Apple do. This primarily to ease up the user interface dramatically but also to support the fact that most of Konventum’s conference and educational customers have very specific needs that most of the time only can be dealt with by personal contact.

UX conceptsUX concepts

The implementation

  • A user experience concept, highlighting content strategy and philosophy and showing an overview and sketches of the new website.
  • Information architecture with detailing and specifications of all key templates.
  • Clickable prototypes and extensive documentation were created.

Two larger, specialized user interfaces were designed and prototyped: One for finding relevant course information (for both managers/educators/caseworkers and students) and for finding the perfect hall or room, geared towards conference administrators. These applications’ will be implemented properly soon. I developed a light’ version of the conference tool’ for the initial launch of the website and the course tool’ has not yet been implemented.

The design and new identity were created and implemented by Shahab Ghanavati, and all development was conducted by Konventum and their partners.

Before, inbetween and afterBefore, inbetween and after

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