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RoundTable

RoundTable

Upgrading a virtual 'roundtabling' platform - enhancing creator-fan interactions through exclusive video conferencing - to a polished MVP ready for market launch and future investor pitches.

Upgrading a virtual 'roundtabling' platform - enhancing creator-fan interactions through exclusive video conferencing - to a polished MVP ready for market launch and future investor pitches.

Year

Year

2025

2025

platform

platform

web (saas)

web (saas)

Roles

Roles

End-to-end product design

UX/ui design

product
management

Overview

Elevating Creator-Led Experiences

Elevating Creator-Led Experiences

RoundTable's goal was to create a seamless, frictionless platform for creators to connect with their fans through virtual roundtables. These live, ticketed and monitised video events would allow creators such as musicians, actors, influencers or comedians to engage directly and seamlessly with their fans online.

I was brought on as Product Designer to refine the alpha test product into a Minimum Viable Product for user testing, ensuring it was intuitive, engaging, and attractive to creators.

RoundTable's goal was to create a seamless, frictionless platform for creators to connect with their fans through virtual roundtables. These live, ticketed and monitised video events would allow creators such as musicians, actors, influencers or comedians to engage directly and seamlessly with their fans online.

I was brought on as Product Designer to refine the alpha test product into a Minimum Viable Product for user testing, ensuring it was intuitive, engaging, and attractive to creators.

the challenges
the challenges

Seamless, Frictionless Interaction

Seamless, Frictionless Interaction

There were 3 core challenges to meeting RoundTable's goals:

  1. Reducing friction between fans and creators – RoundTable needed to be immersive and distraction-free, leading to unforgettable experiences.

  2. Event creation in under 3 minutes – RoundTable’s marketing promise was that a creator could set up and run an event in under 3 minutes..

  3. A creative audience – The app had to win over creators who are used to stunning venues and arena tours. It had to feel premium, exclusive and authentic.

There were 3 core challenges to meeting RoundTable's goals:

  1. Reducing friction between fans and creators – RoundTable needed to be immersive and distraction-free, leading to unforgettable experiences.

  2. Event creation in under 3 minutes – RoundTable’s marketing promise was that a creator could set up and run an event in under 3 minutes..

  3. A creative audience – The app had to win over creators who are used to stunning venues and arena tours. It had to feel premium, exclusive and authentic.

My Approach
My Approach

Recreating the Feel of In-Person Performances in a Digital Space

Recreating the Feel of In-Person Performances in a Digital Space

To solve the challenges, I designed a platform that after creating an event, would recreate the feel of real-world, in-person performances and events, whether it was a theatre show, a comedy gig, or an industry workshop. This was the fastest way to reduce friction between fans and creators and make the experience familiar and immersive, reducing the roadblocks to attracting creative users.

To solve the challenges, I designed a platform that after creating an event, would recreate the feel of real-world, in-person performances and events, whether it was a theatre show, a comedy gig, or an industry workshop. This was the fastest way to reduce friction between fans and creators and make the experience familiar and immersive, reducing the roadblocks to attracting creative users.

the process 01
the process 01

Streamlining Event Creation to Under Three Minutes

Streamlining Event Creation to Under Three Minutes

I implemented a chunked approach, breaking event creation into smaller, digestible tasks to optimise speed and clarity. Designing with mobile-friendliness in mind meant once ready, the product could be easily transposed to mobile screens.

I implemented a chunked approach, breaking event creation into smaller, digestible tasks to optimise speed and clarity. Designing with mobile-friendliness in mind meant once ready, the product could be easily transposed to mobile screens.

Before

Before

After

After

the process 02
the process 02

Designing for Familiarity: Recreating the Real-World Experience

Designing for Familiarity: Recreating the Real-World Experience

The Scheduled page functioned like a poster wall, displaying upcoming events in an engaging way, just like browsing a venue’s lineup or checking a ticket wallet.

The Scheduled page functioned like a poster wall, displaying upcoming events in an engaging way, just like browsing a venue’s lineup or checking 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 also eased eye strain in the longer 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 also eased eye strain in the longer sessions.

Before

Before

Wireframes (low & mid)

Wireframes (low & mid)

After

After

the impact

Faster time-to-market

Faster time-to-market

Though formal usability testing wasn't within scope, handing over the MVP after a 4 week sprint meant testing and market launch was significantly accelerated.

  • Stronger brand differentiation – By prioritising a bold, visually distinct design, I avoided the corporate, sterile feel of traditional video platforms, making it more appealing to creatives.

  • Under 3 minute event creation – Users could successfully create an event in under 3 minutes.

  • A branded design system – A extensive design system ensured the product could launch quickly and evolve as Roundtable grew, making future iterations more efficient.

Though formal usability testing wasn't within scope, handing over the MVP after a 4 week sprint meant testing and market launch was significantly accelerated.

  • Stronger brand differentiation – By prioritising a bold, visually distinct design, I avoided the corporate, sterile feel of traditional video platforms, making it more appealing to creatives.

  • Under 3 minute event creation – Users could successfully create an event in under 3 minutes.

  • A branded design system – A extensive design system ensured the product could launch quickly and evolve as Roundtable grew, making future iterations more efficient.

LUKAS WHITING 2024

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LUKAS WHITING 2024

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