Stuart Williams | Freelance Senior UI & UX Designer | CRO Consultant

Experimentation Elite

Brand new website for a UK conversion rate optimisation conference and awards




Desktop, Mobile, Web


UI, UX, Interaction Design

About the client

The UK’s only conference and awards dedicated to CRO and Experimentation

Website UI & UX


The Experimentation Elite conference is held once a year in the UK, along with its popular Awards evening – both continue to sell out year on year. Initial calls with the team established the scope of the project. The main pages included the full home page and inner pages for Awards, Judges and Venue details. The conference had been recently renamed, therefore the style and branding except for the logomark had to be explored from a fresh perspective, from fonts to colours. Key metric was to provide quick, easy access to the main ticket link for conversion.

How did I have impact?

Designed to be clean and modern, we wanted to bring conference-goers the full experience on the front page including a large ticket box hanging from the hero image, some about and testimonial content along with the schedule and grid of speakers. We also ensured that the mobile experience was optimised for easy viewing, including accessing the larger schedule section. Built in WordPress by Ben at Boshanka, Ben took my responsive design set and looked at how to integrate key components such as third-party sharing for sessions in the schedule.

“Stuart is an exceptional UI/UX designer that has lead across many briefs and sectors during his time at Moken. I was able to fully trust his guidance and design judgment for all projects that came through the agency door with confidence that he’d make a success of the project. Stuart is also a great client-facing asset to have on a team, he conducts himself professionally on calls and communicates client goals and expectations back to the team accurately. Stuart has been a pleasure to work with and I hope to continue the relationship with him as much as possible moving forward.”

Barry Woodhall

Director at Moken (2016-Present)

Special thanks/credits to:

Creative CX

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