Skip to content

It Is All About The Flow


Jan 16, 2016

Jonathan Morse

Jan 16, 2016



When I started Tripleseat I set out to build a web application that moved the event management process from the dark ages of paper and pen into the 21st century. As a former Event Manager with Starwood Hotels and Backbay Restaurant Group, I know from ten years of experience how difficult it can be to book and plan events. While at Starwood Hotels, I would have 5 to 10 events a day, seven days a week. Each event no matter how small or large was different and required a lot of attention to details.

From the start the design of Tripleseat and how the application “flowed” was the #1 priority. What I mean by flow is how the application would interact with the Event Manager. There are a multitude of  ways that the flow is incorporated into the software.  One major example of the flow is the format of the Tripleseat Event Page – everything is on a single page – there are no tabs to click around into to enter or find key information. Another example, is the ability to create an event directly from the calendar. I know the calendar is one of the key components for an Event Manager and  the ability to create an event without having to leave the calendar is critical.


The flow is integrated so seamlessly within Tripleseat that most users almost take it for granted. If you don’t consider flow a priority, what you end up with is a complicated mess that makes features of the application feel “bolted on” or just added without thought.  To establish the right flow you have to have to be able to look at it from the Event Manager’s perspective or how else would you know?  As a new competitor enters the marketplace, it is important to ask the question did they nail down the flow of the software? Have they ever worked as an Event Manager? Is this software just copied from Tripleseat with no thought on how it flows with the user?