Design and build of a free nightlife platform that turns Belgrade's fragmented club program into a searchable, bookable weekly guide.

GuestList is a free nightlife platform covering event discovery, guestlist entry, and table bookings across Belgrade's leading clubs and splavovi. It's built for international visitors first, with locals as a second audience.

I designed and built the platform end to end in Framer — information architecture, design system, custom code components, search, structured data, and conversion tracking.

Belgrade has one of Europe's strongest and most affordable nightlife scenes, and almost none of it is documented in a way a visitor can actually use. Programs live inside Instagram stories that expire in 24 hours. Entry conditions travel by word of mouth through promoters. Table pricing is quoted privately and inconsistently.

A tourist landing on a Friday with no local contacts has no reliable way to find out what's on tonight, whether they'll get in, or what a table costs. The gap was never demand. It was legibility.

Three decisions shaped the build:

Make the week readable before asking for anything. Tonight and Weekly Program views run off a CMS of events and venues. No login, no signup wall, no email gate.

Publish what promoters usually keep private. Every venue profile carries table tiers, dress code, age policy, music direction, and location — the questions a visitor would otherwise have to ask a stranger.

End the flow with a human. Booking doesn't drop into a form queue. It opens WhatsApp with venue, date, and party size prefilled, and a real person confirms — typically within minutes.

Discovery — CMS-driven event and venue architecture with Tonight and Weekly Program views, plus editorial city guides that reach travellers while they're still planning the trip.

Search — an AI-powered search component backed by a Vercel Edge Function, so loose queries ("techno tonight", "rooftop table for six") return real results instead of nothing.

Map — an interactive venue map built on Mapbox GL JS with a floating glass card UI.

Booking — a WhatsApp bottom-sheet booking component with locale detection and event tracking, plus multi-venue coordination for groups.

Custom components — an Instagram Stories module that replaced a manual layer stack, and smart navigation with history-aware back behaviour so visitors arriving from Google don't hit a dead end.

Findability — Event and FAQ JSON-LD structured data, FAQ content rewritten to be citable by AI answer engines, and technical SEO across every CMS template.

Measurement — GTM, Stape, and server-side Conversions API tracking booking intent across Meta and Google Ads, so paid spend is measured against real bookings rather than clicks.

Guests pay nothing and create no account; the platform monetises on the venue side. Bookings land with a real person on WhatsApp and are typically confirmed within minutes. Discovery, trust, and conversion now sit inside one system instead of being spread across three Instagram accounts and a promoter's phone.

Make the city's nightlife understandable before asking anyone to book it.

Framer · React (custom code components) · Mapbox GL JS · GTM + Stape (server-side CAPI) · Meta Ads · Google Ads