Kendra Black Portfolio

Scaling an event-tech marketing website to empower content management and attract better quality leads

About Swapcard

Swapcard is an event platform for trade shows and conferences to organize digital-first events using AI to facilitate networking and generate leads for exhibitors.

The value I contributed

Redesigned and restructured the company website, increasing web traffic by 57% within one year through improved UX, SEO, and performance.
Led the launch of 40+ pages in just 5 months, collaborating with leadership, third-party partners, and internal teams to align brand and business goals.
Established and evolved modular design system → speeding up website production from weeks to days.
Built integrations with Make.io and Zapier to cut company expenses and streamline processes for content, marketing, and product teams.

We needed a real pulse on how well our efforts were translating to users.

Bottlenecks in production stemmed from hosting the website on an outdated framework we could not independently edit, as well as launching landing pages without process for user research or review. Without follow-up on web analytics, there wasn’t a clear picture of what was happening on the site to effectively inform content strategy.

How can we create a more synchronous production cycle for the website, while effectively navigating priorities between stakeholders and attracting the right customer profile?

Conduct customer and stakeholder interviews to identify areas of focus and align on messaging
Upgraded CMS from Prismic to Webflow making us less reliant on developers and expanding our options in layout and design
Overhaul information architecture for clearer user paths and better visibility for content marketing.
Establish regular reporting using web analytics tools and heatmap analysis to communicate optimizations for content and inform website roadmap
Provide A/B testing on the company's demo pages and PLG strategy to improve lead quality and reduce form drop-offs.

Revamped our CMS structure for success stories by redesigning fields, automating content extraction with AI, and standardizing legacy case studies for bulk import into Webflow—turning a multi-hour manual task into a scalable workflow that lets the team focus on refinement, not rework.

We focused on content visibility, more options for social proof, and provided documentation that addressed dev and marketing needs.

We designed and deployed a design system in 2+ months with the help of contractors to scale quicker. A benefit to this was being able to open up more opportunities to increase pipeline early on, while also having better understanding of what aspects of our brand identity needed further refinement.

To explain the new design system we included documentation to address development and content marketing uses.

A couple of takeaways:

Collaborate with leadership early and often. Clearly define roles & expectations.
Tracking should not be an afterthought. Better data, better insights. Align on what metrics determine success.
Manage smaller scopes to iterate quickly and maintain quality.

If you'd like to know more about this project, send a pigeon.

She is the backbone of our website and has done incredible work to make it happen.

Anyone can throw in a bunch of personal opinions in designing a landing page, but ideas should be conceived based on data, best practices, or after giving a fair amount of critical thought and empathy mapping. Kendra aced it!

Tui Calvette

Art Director at Swapcard

What's it like working with me?