The Client

Etherforce is a German IT infrastructure provider powering Europe’s largest music festivals - think 60,000+ people grooving under their Wi-Fi. Their in-house tool, CrewAdmin, is the backstage hero: organizing hundreds of short-term workers across events, shifts, and payroll. But as their footprint grew, the tool needed a serious UX upgrade.

The Challenge

CrewAdmin worked - but felt like a relic. Originally built with a “just make it work” mindset, the tool hadn’t evolved with its users. Pages were overcrowded, user flows tangled, and the mobile experience - crucial for on-site crews - was nearly non-existent. Etherforce needed to modernize CrewAdmin without derailing its operations.

My Role

As Product Owner, I drove the UX transformation from the ground up. I:

• Coordinated closely with our UI/UX team and Etherforce stakeholders
  
• Translated complex workforce management logic into clear feature requirements and tickets
  
• Prioritized pain points and orchestrated delivery across design sprints
  
• Led discovery on usability issues, working sessions, and early-stage concept validation
  
• Oversaw wireframe development, mobile optimization, and the creation of a mini design system for scale
  

The Outcome

The result? A clean, mobile-first CrewAdmin - more usable, more scalable, and finally festival-ready.
Key wins included:

•  A fresh, modern UI that didn’t scare off non-tech-savvy crew members
  
• Reimagined user flows for both admins and event workers
  
• Full mobile responsiveness, crucial for on-the-go gig coordination
  
• A scalable design system that sets the stage for future improvements
  

By shifting focus from “just works” to “works beautifully,” we helped Etherforce turn CrewAdmin into a tool that’s as polished as the events it powers.