Creating a responsive web design to represent Canada for the Entrepreneurship World Cup

Created a responsive website from 0 to 1 to improve collaboration, branding, process scalability, consistency & documentation.

Hands off time reduced

Improved collaboration

My roles
UX Research
UX Design
UI Design
Webflow Development
User flows
High-fidelity prototype
Responsive web design
Product Manager: Ehsan Daneshgar
Public Relations: Arshya Jahangiri, Aida Azarakhsh
Product Designer: Sima Darvish
Operations: Faraz Mahdavi
Sponsorship Outreach: Saba Medghal
1 week
I joined  Canada's Entrepreneurial Team in late April to help tackle an urgent mission: Getting Canada ready for the prestigious Entrepreneurship World Cup by GEN.
With tight deadlines looming and no design blueprint in sight, the challenge was clear.
Problem Statement
The need to establish a digital platform for Canada's participation in the Entrepreneurship World Cup is essential to provide aspiring entrepreneurs with comprehensive resources, streamline application processes, and foster a supportive community, yet the absence of such a platform impedes access to vital information and opportunities, hindering the growth and success of Canadian startups on a global scale.
  • Tight deadline
  • Lack of Design guide
  • Lack of content
  • Limited financial resources
Webflow development
Rapid Prototyping
User-Centric Content Strategy
Modular Design Approach
Efficient Task Management

How can we create a responsive website
that addresses users' needs,
in less than a week?

The first step was to plan the process...

Design Process

IA & Sitemap
User journey & user flows
Sketches, Wireframes, Prototypes
Webflow Development
Usability testing
Given the time constraints, secondary research seemed like the the best place to start.

I gathered prior internal research findings and other relevant information, to uncover industry trends. Through this research, I was able to review 7 unique user studies across 10+ country websites that participated in 2017-2022. I explored the problem space and scope of prior projects and to identify important questions and best practices in the entrepreneurial landscape. I found inconsistencies in content strategy and suggested changes to the current practices and further research opportunities.

The results provided the project with background and context and to start with a broad overview of the field and existent resources.
Key insights on user needs
  • Clear segmentation & tailored content
  • Easily find program offering
  • Quick access to the application portal
  • Discoverability of participation criteria
A more nuanced challenge involved evaluating findings based on a different audience, which might not be always generalizable to your situation, but may form hypotheses worthy of investigating. For example, if a design pattern is found okay to use by young adults, you may still want to know if this finding will also be valid for older generations. External secondary research
focused on sources for the Canadian entrepreneurial community, what their challenges might be and where they stand . such as open data repositories, internet searches, & research websites
The results laid the groundwork for sketches, wireframes, and a cohesive design ethos.
We wanted clan, not cluttered.
AI & Sitemap
Using card sorting method, I gathered input from users about how they expect content to be organized and grouped. This helped identify common patterns and mental models that informed the IA structure.

Moving on, I created the sitemap as a roadmap for clear navigation and easy access to information.
User Journey
User Flows
By combining prior research results, I created a comprehensive user journey map that represents the experiences, needs, and pain points of the users throughout their interactions with the website.

With research insights as my guiding compass, I  crafted a comprehensive sitemap, user flow, and user journey. These foundational elements served as the bedrock of my design framework, presenting a structured path for users to navigate the website seamlessly. By  mapping out each interaction touchpoint, I ensured optimal usability and intuitive navigation, thereby enhancing the overall user experience.

Armed with a wealth of research-derived insights, we transitioned from ideation to execution by translating conceptual wireframes into tangible design artifacts using industry-standard tools such as Sketch. Our design system, meticulously crafted to align with GEN's branding guidelines, fostered consistency and coherence across all design elements, reinforcing the website's visual identity and brand integrity. The culmination of these efforts materialized in a high-fidelity prototype, meticulously crafted to emulate the final user experience.
With the deadline getting closer,  I suggested we cut the red tape and develop the website with Webflow.

My development journey was underpinned by a commitment to responsiveness, with  testing conducted across different devices and screen sizes to ensure seamless performance and optimal user experience across all platforms.
Time to power the design by Webflow. Pixel by pixel, I brought the design to life. And responsiveness? Nailed it. Testing ensured our site looked just as good on a phone as it did on a desktop.

Usability testing served as the final step in my design journey, offering invaluable insights into user interactions and uncovering latent usability issues.

Through analysis and iterative refinement, I  addressed identified pain points and usability concerns, iteratively enhancing the website's functionality and user experience to achieve unparalleled levels of refinement and polish.


The website not only met but exceeded expectations. With at least 7 weeks of work saved, we stand on the brink of launching a transformative digital portal for Canada's entrepreneurial community.
It is now in the process of approval by the Global Entrepreneurship Network (GEN).

Going Forward...

The lessons I've learned are the most important part of the journey.

What I've learned

I am emboldened by the transformative impact of research-driven design and committed to leveraging these principles to spearhead future initiatives aimed at fostering innovation, empowerment, and entrepreneurship on a global scale. This project was a rollercoaster ride of challenges and triumphs. But it taught me invaluable lessons about design, teamwork, and the entrepreneurial spirit. Moving forward, I'm pumped to keep pushing boundaries and making magic happen.

Celebrating Success

The culmination of our collective efforts yielded resounding success, with the website exceeding all predefined benchmarks and expectations. Notably, our streamlined design and development process precipitated a remarkable time-saving, conservatively estimated at a minimum of seven weeks. As the website awaits approval from GEN, we remain steadfast in our commitment to ongoing optimization and refinement, ensuring its continued efficacy and relevance in facilitating entrepreneurial endeavours on a global scale

Thank you!

I hope you liked the work.
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