KASS YASSIN
Case Study
Company: Google
Date: 2018 - 2022
Role: UX Lead
As the UX Lead on Google Events, I collaborated with a cross-functional team of engineers and product managers across multiple time zones to take an idea for a new internal events platform from zero to one.
I helped ideate, design, and launch the platform and supported in process, design system creation, and building out the design team.
The platforms features included a website builder, email marketing system, live-streaming tools, and guest management workflows.
Key contributions:
Led user research and workshops to define product strategy.
Developed a scalable design system.
Facilitated cross-team collaboration and stakeholder alignment by setting up processes, hosting quarterly product reviews, and design critiques.
Google needed a unified platform to streamline event planning and execution at scale.
Challenges included:
Fragmented tools (e.g., spreadsheets and third-party platforms were often used, causing data security risks).
The reliance on external tools caused inefficient workflows, inconsistent branding and issues with event management.
A lack of a centralized system to manage event types of varying scales meant missed business opportunities.
Research & Workshops
Conducted 100+ interviews with employees worldwide to gather insights on how events are run.
Attended events around the world, and even spoke at UX events to get a perspective on the speaker experience.
Hosted ideation workshops to align teams on pain points and solutions.
Wireframing & Design System
Built wireframes that translated user journeys into designs that the team could ideate from.
Established a robust design system leveraging Google Material while customizing for product needs.
User Testing & Iteration
Validated concepts with user representatives through usability tests.
Iterated on designs to address feedback and improve functionality.
Marketing & Community Engagement
Organized demo days and pre-launch teasers to promote adoption within the company.
Engaged with "super users" for feedback and advocacy.
A tool for every aspect of planning and hosting in-person and digital events.
Integrated event planning, guest management, website creation, email campaigns, and live-streaming into one tool that
Migration from third-party tools, ensuring better security and branding.
Transitioned teams to an in-house platform by researching and listening to their needs, and delivering a platform that was flexible enough to accommodate running everything from online workshops through to Google I/O - improving data security and aligning event operations with Google’s branding standards along the way.
Reduced event setup times from hours to minutes.
Streamlined workflows and introduced intuitive features, reducing setup times for tasks like registration and live-streaming to just minutes.
Laid the foundation for scalable event solutions, accommodating all Google events.
Designed a scalable platform supporting tens of thousands of events annually, with flexibility for future innovations and evolving needs.
Kass Yassin
Google Events