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LWDesign

RoundTable

RoundTable

Designing a polished MVP for exclusive creator–fan video roundtables, from concept to MVP in 4 weeks.

Designing a polished MVP for exclusive creator–fan video roundtables, from concept to MVP in 4 weeks.

Year

Year

2025

2025

platform

platform

B2C Saas

B2C Saas

Roles

Roles

End-to-end product design

goals

Elevating creator-led experiences

Elevating creator-led experiences

RoundTable had two core goals:

  1. Update their existing platform, making it attractive to creators/creatives

  2. Make event creation frictionless: completable in under 3 minutes.

My role as Product Design was to refine the conceptual product into an MVP for market launch.

RoundTable had two core goals:

  1. Update their existing platform, making it attractive to creators/creatives

  2. Make event creation frictionless: completable in under 3 minutes.

My role as Product Design was to refine the conceptual product into an MVP for market launch.

Constraints
Constraints

Fast, focused, frictionless

Fast, focused, frictionless

There were 3 core constraints on this project:

  1. Under 3 minute event creation: Scannability, familiarity and speed.

  2. MVP scope – Deciding what to launch with vs what to defer.

  3. Creators' low tolerance for friction and high expectations for aesthetics – The app had to win over creators used to stunning venues and arena tours, who have little interest in another app trying to get between them and their fans.

There were 3 core constraints on this project:

  1. Under 3 minute event creation: Scannability, familiarity and speed.

  2. MVP scope – Deciding what to launch with vs what to defer.

  3. Creators' low tolerance for friction and high expectations for aesthetics – The app had to win over creators used to stunning venues and arena tours, who have little interest in another app trying to get between them and their fans.

design decision
design decision

Magic and suspense in the digital space

Magic and suspense in the digital space

My approach was to enable the platform to recreate the experiences — the magic and suspense — of real, in-person events. This would ensure familiarity, and reduce the roadblocks (technologic and otherwise) that existed in attracting creative users and their fans.

My approach was to enable the platform to recreate the experiences — the magic and suspense — of real, in-person events. This would ensure familiarity, and reduce the roadblocks (technologic and otherwise) that existed in attracting creative users and their fans.

solution 01
solution 01

Sub-3-minute event creation

Sub-3-minute event creation

For event creation, I implemented a chunked approach of progressive disclosure, breaking the journey into smaller, digestible steps, optimising for scannability and clarity.

Designing with mobile in mind from the start, meant that once ready the designs could be easily transposed to smaller screens.

For event creation, I implemented a chunked approach of progressive disclosure, breaking the journey into smaller, digestible steps, optimising for scannability and clarity.

Designing with mobile in mind from the start, meant that once ready the designs could be easily transposed to smaller screens.

Before: Event creation

During: Ideative sketches for the new IA

During: Ideative sketches for the new IA

After: Mobile

After: The updated event creation flow

solution 02
solution 02

Recreating the real world experience

Recreating the real world experience

I designed the Scheduled page to look and function like a gig poster wall, displaying upcoming events in a similar way fans see them on the street, browse a venue’s lineup or check a ticket wallet.

I designed the Scheduled page to look and function like a gig poster wall, displaying upcoming events in a similar way fans see them on the street, browse a venue’s lineup or check a ticket wallet.

Fans and creators had distinct but parallel experiences, replicating the settings of a live performance:

  • Fans entered a Lobby, as they would if they were waiting for a show to start.

  • Creators entered a Greenroom, reflecting the real-world backstage experience and appealing to the exclusivity of their experience.

I argued for a change to dark interfaces for the Lobby/Greenroom and Live Stream pages. Just as theatre lights dim when a show starts, the dark UI focused attention on the interplay between fan and creator, reinforcing an event-like atmosphere that additionally eased eye strain for long sessions.

Fans and creators had distinct but parallel experiences, replicating the settings of a live performance:

  • Fans entered a Lobby, as they would if they were waiting for a show to start.

  • Creators entered a Greenroom, reflecting the real-world backstage experience and appealing to the exclusivity of their experience.

I argued for a change to dark interfaces for the Lobby/Greenroom and Live Stream pages. Just as theatre lights dim when a show starts, the dark UI focused attention on the interplay between fan and creator, reinforcing an event-like atmosphere that additionally eased eye strain for long sessions.

Before: The lobby

Before: The lobby

Wireframes (low & mid)

Wireframes (low & mid)

After

After

outcomes

Virtual events launched as quickly as posting on social media

Virtual events launched as quickly as posting on social media

  • Streamlined event creation to sub-3-minutes, enabling creators to launch virtual events as quickly as posting on social media

  • Shipped a focused MVP that prioritised core creator needs over feature bloat, setting the foundation for sustainable growth

  • Designed an experience that felt like an enabler, not a barrier - keeping technology invisible so creators could focus on connection

LUKAS WHITING 2024

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LUKAS WHITING 2024

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