NGP Capital
EVENTS & OPERATIONS
BRAND EXPERIENCE
SERVICE DESIGN
EVENTS STRATEGY
UX
UI
NGP Capital
EVENTS & OPERATIONS
BRAND EXPERIENCE
EVENTS STRATEGY
UX
UI
SERVICE DESIGN
Designing a scalable event system that strengthens brand trust, expands qualified networks, and supports deal flow through measurable, human-centered experiences.
Designing a scalable event system that strengthens brand trust, expands qualified networks, and supports deal flow through measurable, human-centered experiences.
Overview
Overview
CHALLENGE
Venture capital relationships depend on events, yet fragmented tools and unclear measurement made it difficult for teams to understand impact, discover relevant contacts, and build lasting trust.
The challenge: design an integrated event and operations system to make relationships visible, measurable, and actionable across the organization.
Venture capital relationships depend on events, yet fragmented tools and unclear measurement made it difficult for teams to understand impact, discover relevant contacts, and build lasting trust.
The challenge: design an integrated event and operations system to make relationships visible, measurable, and actionable across the organization.
SCOPE
Transformation of the events function into a measurable, scalable service system aligned with marketing, brand, and investment operations.
Role: Events, Operations & Digital Experience Design
Ownership: End-to-end design of event service system including digital touchpoints (25+ microsites)
Focus: Service design, UX/UI, conversion flows, CRM architecture, brand experience, operational workflows
Tools: Splash, Gatsby, CRM (Folk), Notion
Focus: Service design, UX/UI, conversion flows, CRM architecture, brand experience, operational workflows
Tools: Splash, Gatsby, CRM (Folk), Notion
Stakeholders: Marketing, investment team, founders, ecosystem partners
Duration: Multi-event lifecycle across investment ecosystem
KEY RESULTS
Clear, repeatable event measurement framework
Centralized attendee intelligence inside the CRM
Faster contact discovery and invitation workflows for the investor team
Stronger brand memorability and ecosystem visibility
Events featured in Berlin’s FOMO community newsletter
Process
Process
APPROACH
APPROACH
We reframed events from isolated marketing moments into a continuous relationship system connecting brand experience, data intelligence, and investment outcomes.
The goal was to create experiences that feel:
Clear in their measurable impact
Efficient for internal teams
Memorable for founders and partners
The result is an event ecosystem where trust, insight, and relationships grow over time, rather than disappearing after a single evening.
We reframed events from isolated marketing moments into a continuous relationship system connecting brand experience, data intelligence, and investment outcomes.
The goal was to create experiences that feel:
Clear in their measurable impact
Efficient for internal teams
Memorable for founders and partners
The result is an event ecosystem where trust, insight, and relationships grow over time, rather than disappearing after a single evening.
01
Understanding the System
Through collaboration with the marketing and investor teams, several core insights emerged:
Through collaboration with the marketing and investor teams, several core insights emerged:
Events without measurements cannot inform strategy, limiting their contribution to real deal flow.
Events without measurements cannot inform strategy, limiting their contribution to real deal flow.
Fragmented contact data creates friction for investors, slowing relationship building and
follow-up.
Fragmented contact data creates friction for investors, slowing relationship building and
follow-up.
Memorable brand experiences increase trust and visibility, strengthening long-term ecosystem presence.
Memorable brand experiences increase trust and visibility, strengthening long-term ecosystem presence.
02
Defining the Goals
We defined three guiding goals connecting every stakeholder in the venture ecosystem.
We defined three guiding goals connecting every stakeholder in the venture ecosystem.
Measure impact, document learning,
and enable informed decisions.
Measure impact, document learning,
and enable informed decisions.
BRAND
Strengthen recognition and emotional connection within the startup community.
INVESTORS
Reduce operational friction and surface qualified relationships efficiently.
Reduce manual work and support fast investor workflows
ECOSYSTEM
Create trusted spaces for founders, partners, and ideas to meet
Design experiences people remember, share, and return to.
Design experiences people remember, share, and return to.
Measure impact, document learning, and enable informed decisions.
BRAND
Strengthen recognition and emotional connection within the startup community.
INVESTORS
Reduce operational friction and surface qualified relationships efficiently.
Reduce manual work and support fast investor workflows
ECOSYSTEM
Create trusted spaces for founders, partners, and ideas to meet
Design experiences people remember, share, and return to.
03
Event Measurement Framework
We created a structured post-event process including:
We created a structured post-event process including:
Standardized attendance and engagement metrics
Standardized attendance and engagement metrics
Historical comparison across events
Historical comparison across events
Internal investor survey on attendee relevance and deal potential
Internal investor survey on attendee relevance and deal potential
Defined success indicators for continuous improvement
Defined success indicators for continuous improvement
This transformed events into actionable learning loops, not one-time impressions.
This transformed events into actionable learning loops, not one-time impressions.
04
CRM Architecture & Contact Intelligence
To reduce friction and improve visibility across the network:
To reduce friction and improve visibility across the network:
Attendees were fully tracked inside the CRM
Attendees were fully tracked inside the CRM
Event participation history became searchable over time
Event participation history became searchable over time
Contact organization evolved from Notion → CRM
Contact organization evolved from Notion → CRM
Filters enabled segmentation by location, industry, investment focus & relationship context
Filters enabled segmentation by location, industry, investment focus & relationship context
Investors could now identify, invite, and follow up with the right people in seconds.
Investors could now identify, invite, and follow up with the right people in seconds.
07
Iteration & Learning
Early versions focused primarily on visual uplift. Subsequent iterations incorporated:
Clearer event positioning headlines
Stronger CTA placement
More intuitive navigation between event info and registration
Reduced content density
Over time, microsites evolved from static event announcements into optimized conversion touchpoints.
05
Digital Experience & Microsite System
Following a recent company rebrand, event landing pages were inconsistent and built on generic templates. The opportunity was to transform these pages into strategic digital touchpoints that reflect brand identity while optimizing conversion.
Following a recent company rebrand, event landing pages were inconsistent and built on generic templates. The opportunity was to transform these pages into strategic digital touchpoints that reflect brand identity while optimizing conversion.
Challenges
Outdated, visually inconsistent templates
Outdated, visually inconsistent templates
Low emotional engagement
Low emotional engagement
Manual, non-standardized setup per event
Manual, non-standardized setup per event
Limited conversion optimization
Limited conversion optimization
Actions
Designed and built 25+ event microsites using Splash and Gatsby
Designed and built 25+ event microsites using Splash and Gatsby
Developed a scalable page structure aligned with the new brand identity
Developed a scalable page structure aligned with the new brand identity
Defined information hierarchy and registration flow logic
Defined information hierarchy and registration flow logic
Introduced custom illustration systems for thematic differentiation
Introduced custom illustration systems for thematic differentiation
Iterated versions based on attendance and engagement performance
Iterated versions based on attendance and engagement performance
Standardized templates to balance brand flexibility and operational efficiency
Standardized templates to balance brand flexibility and operational efficiency
UX Focus
Clear value proposition hierarchy
Clear value proposition hierarchy
Reduced friction in registration journey
Reduced friction in registration journey
Visual storytelling to increase memorability
Visual storytelling to increase memorability
Mobile responsiveness optimization
Mobile responsiveness optimization
Impact
Increased registration conversion across iterations (from 100 to 250 registrations in our flagship event)
Increased registration conversion across iterations (from 100 to 250 registrations in our flagship event)
Stronger emotional engagement with event formats
Stronger emotional engagement with event formats
Elevated perception of NGP’s brand presence
Elevated perception of NGP’s brand presence
Faster internal event page setup due to structured template system
Faster internal event page setup due to structured template system
06
Experience & Brand Design
Beyond operations, events were designed as emotional brand moments. The intention was simple: Create gatherings that feel warm, intentional, and unforgettable.
Beyond operations, events were designed as emotional brand moments. The intention was simple: Create gatherings that feel warm, intentional, and unforgettable.
Experiences
Pitch & Party event format focused on female founders
Pitch & Party event format focused on female founders
Interactive activations such as VR experiences and foosball
Interactive activations such as VR experiences and foosball
Game watching during big Sport Events
Game watching during big Sport Events
Delight
Custom details including branded food elements
Custom details including branded food elements
Small networking games as an option
Small networking games as an option
Wow Factor
Original illustrations aligned with brand identity
Original illustrations aligned with brand identity
Marketing
Cohesive storytelling across invitations, space, and materials
Cohesive storytelling across invitations, space, and materials
07
Iteration & Learning
Early versions focused primarily on visual uplift. Subsequent iterations incorporated:
Early versions focused primarily on visual uplift. Subsequent iterations incorporated:
Clearer event positioning headlines
Clearer event positioning headlines
Stronger CTA placement
Stronger CTA placement
More intuitive navigation between event info and registration
More intuitive navigation between event info and registration
Reduced content density
Reduced content density
Over time, microsites evolved from static event announcements into optimized conversion touchpoints.
Over time, microsites evolved from static event announcements into optimized conversion touchpoints.
Impact & Reflection
Impact & Reflection
IMPACT
The transformation aligned brand, data, and relationships into a single system.
Operational Impact
Repeatable documentation and measurement across events
Complete historical attendee intelligence inside the CRM
Faster, clearer investor workflows
Strategic Impact
Improved visibility of network quality and deal relevance
Stronger connection between events and investment outcomes
Increased trust within the startup ecosystem
Experiential Impact
Higher attendee engagement and positive feedback
Distinctive, illustration-led brand presence
Community amplification through the FOMO Berlin newsletter
This project shaped my approach to product design: translating complex organizational systems into clear, measurable, and human-centered digital experiences.
The transformation aligned brand, data, and relationships into a single system.
Operational Impact
Repeatable documentation and measurement across events
Complete historical attendee intelligence inside the CRM
Faster, clearer investor workflows
Strategic Impact
Improved visibility of network quality and deal relevance
Stronger connection between events and investment outcomes
Increased trust within the startup ecosystem
Experiential Impact
Higher attendee engagement and positive feedback
Distinctive, illustration-led brand presence
Community amplification through the FOMO Berlin newsletter
This project shaped my approach to product design: translating complex organizational systems into clear, measurable, and human-centered digital experiences.
REFLECTION
Designing for internal efficiency proved just as important as designing for external experience — and the strongest outcomes emerged
when both were aligned.
Designing for internal efficiency proved just as important as designing for external experience — and the strongest outcomes emerged when both were aligned.
Designing for internal efficiency proved just as important as designing for external experience — and the strongest outcomes emerged
when both were aligned.
This work reinforced that in venture capital,
relationships are infrastructure.
This work reinforced that in venture capital, relationships are infrastructure.
This work reinforced that in venture capital,
relationships are infrastructure.
Events create the most value when treated as systems rather than moments, where data, emotion, and trust evolve together over time.
Events create the most value when treated as systems rather than moments, where data, emotion, and trust evolve together over time.
With more time, the next step would focus on post-event relationship tracking and long-term deal attribution, extending the system beyond the event itself.
With more time, the next step would focus on post-event relationship tracking and long-term deal attribution, extending the system beyond the event itself.