People planning weddings, birthdays and company events in Estonia; local venues, creators and service providers who need a discoverable profile.
Featured deep case · Live event-services marketplace · Live product
Minupidu
A bilingual marketplace that helps people discover event professionals across Estonia while giving providers a structured way to publish services and receive enquiries.
Role & scopeProduct structure · UX/UI · Content architecture · SEO direction
Product surfaceMarketplace, provider acquisition, city/category discovery, editorial content
OutcomeA real, crawlable product with category, city, listing and article pathways
EvidenceLive website and currently indexed public pages
01 / Context
The problem behind the screen
Event planning is a fragmented search problem. Customers often start with an occasion, then jump between venue, catering, photography and entertainment providers. Providers have the opposite problem: they need qualified discovery without building a separate acquisition channel. The product therefore has to support two journeys without making the homepage feel like an admin portal.
A real, crawlable product with category, city, listing and article pathways.
02 / UX logic
Decisions with a reason
Start from the customer’s vocabulary
Discovery is organised around recognisable service categories and cities, not internal marketplace taxonomy. This lets visitors move from an open question — “what do I need?” — to a comparable set of providers.
Give providers a short activation path
The provider journey is expressed as create account → complete profile → publish services → receive enquiries. Each step explains the value returned for the effort required.
Use content as part of the product
Category introductions and planning guides answer real questions, create useful internal links and give search engines descriptive context. SEO is treated as information architecture, not a layer of keywords added afterwards.
03 / Structure
From intent to interface
Retrospective reconstruction. These wireframes clarify the interaction logic visible in the implemented product; they are not presented as original dated research artifacts.
Entry01
Discover02
Evaluate03
04 / UI system
Visual choices support the task
The interface uses a warm celebratory palette, large category photography and compact listing cards. Repeated breadcrumbs, filters and card metadata create predictability across a large catalogue, while direct calls to add a listing keep the supply-side journey visible.
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05 / Final interface
The designed experience
Live product · Estonia
Find the people who make the celebration happen.
Explore categories, cities, providers and planning guides on the live marketplace.
06 / Outcome & evidence
What is proven — and what is not
Delivered outcome
The implemented product exposes service categories, location-led discovery, listing detail, accounts, bookmarks and provider onboarding. Public editorial guides extend the discovery surface. This portfolio does not claim a numeric ranking or traffic uplift because no verified analytics export was supplied; the defensible result is the live SEO-oriented architecture and indexable content system.