Designed a scalable multi-page website for The Times of India's Sports, Fitness & Infrastructure Expo, bringing visitors, exhibitors, sponsors, media, and partners into one unified digital experience through product thinking, clear information architecture, and a scalable design system.

The Times of India launched the Sports, Fitness & Infrastructure Expo (SFI Expo) to create one of India's largest B2B platforms connecting sports infrastructure companies, fitness brands, government organizations, investors, technology providers, exhibitors, sponsors, and thousands of visitors.

The website wasn't simply a marketing website. It became the digital gateway to the entire exhibition.

It needed to educate multiple audiences, communicate the event's value, and guide every visitor toward the right action, whether registering for a visitor pass, becoming an exhibitor, or sponsoring the event.

Designing this website meant solving multiple business problems at the same time.

Unlike a traditional marketing website with one audience and one goal, this platform had to serve completely different users with different intentions while maintaining a single, consistent experience.

The project included:

Visitors looking to attend the expo

Companies interested in exhibiting

Brands exploring sponsorship opportunities

Government organizations

Media partners

Industry professionals

Each audience needed different information, but every journey had to feel connected.

Adding to the complexity, the project started from a blank canvas.

There was:

No existing website

No design system

No reusable components

No established digital experience

Everything from typography and visual language to navigation and components—had to be designed from scratch.

I led the complete product and website design process from strategy to developer handoff.

Responsibilities included:

Product Strategy

UX Research

Information Architecture

User Flow Design

Website Design

Responsive Design

Design System

Component Library

Figma Variables

Motion & Interaction Design

Interactive Prototypes

Developer Collaboration

Design QA

The project involved continuous collaboration with multiple stakeholders, internal teams, and engineers over nearly three months.

Instead of thinking in pages, I approached the project as a product.

The first challenge was organizing complex information into simple user journeys.

Every visitor arriving on the website had a different objective.

The experience needed to immediately answer:

Why should I attend?

Why should my company exhibit?

Why should my brand sponsor this event?

What happens during the exhibition?

How do I register?

Rather than creating disconnected landing pages, I designed one cohesive ecosystem where every journey naturally connected to the next.

Rather than filling pages with information, every section was designed to reduce friction.

The navigation was simplified.

Content hierarchy became clearer.

Primary actions became impossible to miss.

Trust signals—including event details, venue information, partners, and industry positioning—were integrated throughout the experience to help users make decisions faster.

Every page answered one question:

"What should this user do next?"

Large exhibitions naturally contain enormous amounts of information.

Instead of presenting everything at once, the experience progressively reveals information through clear hierarchy, modular sections, and structured layouts.

This helped transform a complex B2B event into an experience that feels approachable, organized, and easy to navigate.

Behind the visuals sits a flexible design system created for long-term growth.

Deliverables included:

Complete Website Design

Product UX

Responsive Design

Design System

Component Library

Figma Variables

Motion & Interactions

Interactive Prototype

Developer Handoff

The modular system allows new pages, speakers, sponsors, exhibitors, and future editions of the event to be added without redesigning the entire website.

This project involved continuous communication across multiple teams.

Feedback was collected through WhatsApp, email, Loom recordings, design reviews, and stakeholder presentations.

Working through multiple approval cycles required balancing business goals, branding requirements, engineering feasibility, and user experience without losing design consistency.

The website launched successfully ahead of the exhibition and now serves as the official digital platform for SFI Expo.

It enables visitors to register online, businesses to inquire about exhibiting, sponsors to explore partnership opportunities, and attendees to discover everything about the event from one centralized experience.

The client appreciated how the final design translated a large-scale exhibition into a modern, easy-to-understand digital experience while remaining consistent with The Times of India's trusted brand.