TwitchCon

TwitchCon is the culmination of every Twitch event of the year, seen by millions. The brief was narrow — wireframes to guide development — but the real challenge underneath it was communication: showing new and returning visitors what they'd actually experience, beyond knowing their favourite streamers would be there.

That created a tension. Twitch wanted to sell full weekend passes as well as single-day tickets — which meant giving enough detail to justify a multi-day commitment, while keeping the site welcoming to someone attending their first digital entertainment expo. And the schedule wasn't finalised yet.

I designed a flow that earns the ask: hero introduction → what the experience actually is → regional detail → tickets. Visitors understand the value before they're asked to buy.

Without a schedule to point at, I made the weekend pass tangible another way — a prominent hero component above the fold, and a short animation on the nav ticket button revealing what the full pass includes: the parties, the exclusive content. Small moves aimed squarely at uncertainty.

I worked in low-fidelity greyscale deliberately. With 10–12 stakeholders across Twitch, greyscale kept every conversation on layout, hierarchy and information architecture instead of colour — and gave the development team a clean foundation to build against.

Accessibility was a principle, not a pass at the end: on-screen content — headings especially — is real HTML text rather than baked into video, so screen readers reach it (and search engines do too). For attendees on-site I designed a mobile schedule with filters for day, time and room, plus search, so nobody has to hunt for the thing they came for.

A wireframing request became a system: components that hold up across cities and years, absorb A/B tests and last-minute streamer additions, and let Twitch's editors change the site themselves as the event approaches. On the Travel and Hotels page they could surface a new discount the moment it landed.