OVERVIEW

Project Name: Rodeo Logistics Interactive Site Development

  • Designed and launched a responsive interactive map for Rodeo Logistics that reduced manual reservation errors by 20% and improved contestant onboarding speed by 40%.

CHALLENGES

  • Onboarding previous design research and development

  • Developing and designing for a relatively new interface format

MY ROLE

As the Senior Product Designer, I oversaw the research, design, and development of the interactive map, as well as the Open Stalls platform in total.

 

Problem Statement

  • The existing system of managing contestant flow and event logistics through basic spreadsheets and paper maps is inadequate for handling the volume and complexity of modern rodeo events. This method is outdated, error-prone, and inefficient, often leading to logistical challenges, participant dissatisfaction, and inaccuracies in event management.

 
 
 

Research - Discover

An example of some of the data tracked for events via Excel

 

Ethnographic research: onsite at the Fort Worth Stockyards

 
 

  • Conducted stakeholder interviews to uncover pain points in stall booking, focusing on scheduling inefficiencies and lack of real-time visibility.

  • Audited the existing ‘Open Stalls’ platform to map user flows and identify friction in user autonomy and navigation.

  • Analyzed competitor platforms to benchmark self-service capabilities and assess innovation gaps.

 

Synthesis - Define

  • Consolidated findings into behavioral personas representing venue managers, riders, and logistics coordinators.

  • Mapped key user journeys and pinpointed opportunity areas for automation and interactive mapping.

  • Prioritized features using a value-effort matrix aligned with business goals and user impact.

 

Ideation - Develop

Implementing the findings into viable, iterative designs through wireframes and mockups.

  • Facilitated collaborative sketching sessions with PMs and engineers to explore solutions for real-time bookings and map integration.

  • Generated multiple wireframe concepts in Figma, iterating based on team feedback and usability insights.

  • Prototyped a dynamic scheduling interface that emphasized autonomy and reduced user dependency on support.

Designing interactive site map coordinates

 

Stall Booking Flow with Interactive Maps

 
 

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Subsequent user testing with the new designs led to informative insights. Specifically:

  • …

 
 

Implementation - Deliver

• Designed step-by-step flows for booking, scheduling, and stall management, creating annotated Figma files to guide future development.

• Delivered high-fidelity prototypes with interaction details, accounting for known technical constraints and user needs.

• Collaborated closely with engineering to explore implementation pathways, though platform decisions were still evolving at the end of the engagement.

 

Created a pop-over dialogue box screen - allowing users to search within the context of where they’re working.

 

Integration with Contentful - Next we had to figure out how to integrate with the 3rd party CMS Contentful.
We decided to try two variations: one CTA in the sidebar, and the other in-field, which would allow users to search any time they needed to add a component.

 
 

PROCESS

From the initial research, I developed a design that sought to address the 2 primary pain points:

Working with a 3-in-a-box team alongside a Product Manager and Lead Engineer, I performed additional, iterative research and concocted an MVP design that we were able to continue refining.

In order to deliver a high-performing design, I made sure to do iterative usability research to continually refine and improve the results

TAKEAWAYS

This was an awesome experience for me to work within a new framework much more closely with dev teams and my PM, and get some more hands-on UI design skills.

Upon completion, I had:


  • With more time, I would:

 

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