Events Redesign
Designing a flexible event management system for SMBs and nonprofits
Annual platform fee revenue generated
Growth in event creation
Annual platform fee revenue generated
Growth in event creation
A fresh take on events
Constant Contact’s original Events tool hadn’t seen a major update in nearly a decade. It lacked core functionality, was difficult to navigate, and no longer met the needs of today’s organizers — especially nonprofits and small businesses running paid events.
We set out to completely rethink how users create, manage, and promote events, with the goal of turning event creation into an intuitive, confidence-building experience that could scale from a free meetup to a multi-day ticketed conference.
Project goals
To replace our aging events platform, we set out to achieve four experience-driven goals:
1
Modernize the legacy event experience with a more flexible, intuitive editor.
2
Make event creation clearer and easier to customize for both novices and power users.
3
Support scalable event needs — from free meetups to complex ticketed experiences.
4
Build a foundation for future growth, including items for sale and expanded reporting.
Project Breakdown: Three Core Areas
To keep the redesign focused and modular, the project was split into three interconnected parts: Create, Checkout, and Reporting.
Visually, it’s more inviting and very intuitive. I feel overall very comfortable that it’s getting the update it’s needed.
Create Flow
A guided four-step process took organizers from basics to tickets, forms, and payments. This balanced flexibility with ease-of-use, giving first-time creators a clear path while allowing experienced users to move quickly.
“It feels like I can do everything in one place now — I’m not jumping around or guessing where to find things
Checkout Flow
We optimized the attendee-facing experience for mobile, adding support for ticket types, guest registrations, promo codes, and payment options. These updates reduced drop-off and addressed long-standing frustrations, such as not being able to register multiple times for the same event.
I love the feature of being able to register more than once — that’s been a big pain point in the past.
Event Dashboard & Reporting
A post-launch control center gave hosts quick access to key metrics, event-specific campaign tools (landing pages, email sends), and exportable data. This streamlined operational work and made it easier to measure success without juggling spreadsheets.
It’s nice to be able to pull up quickly to see what we’ve done from a marketing standpoint.
Building confidence with real customers
To ensure the redesign met real-world needs, we launched a hands-on Alpha Program with five long-time Legacy users. Over several weeks, they tested early builds, provided candid feedback, and influenced decisions on everything from ticketing rules to mobile reporting layouts. Their insights helped prioritize changes that would make the biggest difference on launch day.
Impact
Annual platform fee revenue generated
Events launched in the first 9 months
Growth in event creation
Launched in July 2023, Events 2.0 quickly became the preferred experience. By March 2024, Legacy Events was fully decommissioned, and usage grew steadily month over month — fueling a 59% increase in event creation and more than 538,000 events hosted through the new system. In parallel, Event payments began generating hundreds of thousands in annual platform fee revenue, transforming the product from a support burden into a clear growth driver.