at Streampoint 2019–2022 Resiada
Led the 0-to-1 design of Resiada, a B2B hotel-block platform that replaced spreadsheets and legacy tools (Passkey, OnPeak), with consumer-grade attendee booking that pulled the funnel back from Expedia and Airbnb.
Case highlights
0 → 6 figures
First-year revenue
exceeded initial projections in year one
−60%
Booking time
vs prior manual / legacy-platform processes
50+
Events managed
room blocks 10 → 1,000+ rooms each, first year
- Spreadsheets were operational chaos for small / mid events. Legacy platforms were ridiculously expensive with outdated UIs.
- Public-facing booking sites weren’t multilingual, multi-currency, or WCAG accessible. International events couldn’t reach a global audience; attendees with disabilities were excluded.
- Attendees compared event sites to Expedia and Airbnb, found them worse, and left the flow. Lost commission revenue became sizable on travel-heavy events.
- No customization or sponsor-monetization on existing platforms.
Launch
Adoption + experience
- 01 Replace spreadsheets at the small / mid event tier.
- 02 Win attendee bookings back from Expedia and Airbnb.
- 03 Cut setup time on complex events.
- 04 Ship full WCAG 2.0 AA / ADA compliance at launch.
Strategy
Category positioning
- 01 Establish a platform alternative to Passkey / OnPeak for the underserved small / mid tier.
- 02 Turn the booking site into an organizer revenue surface via customization and sponsor placements.
- 03 Compete on consumer-grade UX, not on legacy feature count.
- 04 Support 10-room meetups and 1,000+ room conferences in one product.
- 12+ planner interviews split the pain cleanly: B2B setup complexity and B2C booking quality. Both sides had abandoned existing tools.
- Competitive analysis ran in two directions: Passkey, OnPeak, MeetingMax for the industry tier; Airbnb, Air Canada, Expedia, Google Travel for consumer benchmarks.
Round 1 wireframes were intentionally low-fi so stakeholder feedback could focus on flow and IA before visual direction was on the table. Round 2 applied the visual system once the flow was locked.
Mobile-first; tablet and desktop layouts derived from the mobile baseline.
REEL Final wizard
The wizard in production. Feature selection at step 2 drives which inputs and steps appear downstream. Simple events get a fast minimal flow; complex international conferences still get every advanced control.
REEL Final booking flow
The attendee experience in production. Designed mobile-first with consumer-grade UX, full WCAG 2.0 AA and ADA compliance, and customization zones for organizer branding.
Progressive-disclosure wizard
One product covering 10-room meetups and 1,000-room conferences. Each step adapts based on features picked in earlier steps.
Mobile-first booking
Research showed attendees book on phones, so designs were mobile-first. Competitors were desktop-only, so it became a differentiator.
Customization + sponsors
Built brand zones and sponsor / ad placements into the booking site. Turned a cost center into an organizer revenue surface.
-
0 → 6 figures
First-year revenue
Exceeded year-one projections. B2B subscription plus reclaimed commission from organizer-monetization features.
-
SISO 2019
Industry recognition award
Event Innovation Battlefield winner. Judges cited ease of use against established incumbents.
-
50+
Events managed in year one
Room blocks ranged from 10 rooms (meetups) to 1,000+ (international conferences). Same product end to end.
-
−60%
Booking time reduction
vs prior manual workflows and legacy platforms.
-
Sharp drop
Setup support tickets
Onboarding stopped routing through support after the wizard shipped.
-
WCAG 2.0 AA
Compliance + ADA
Competitors weren't compliant; huge differentiator for enterprise sales.
Deep dive
Curious about the specifics?
Adoption cohorts, revenue pivot data, prototype walkthrough videos, and the internal PRD are available on request during a portfolio review.