Redesigning an Event Platform

Revamped the event platform by streamlining the user journey and enhancing features for organizers and attendees, resulting in a more intuitive, efficient, and enjoyable experience for all users.

Hypotheses

First, I started with a UX-audit and came up with a few hypotheses.

hypothesis #1

Users find it difficult to locate the event they are interested in because the search functionality is hard to find.

hypothesis #2

Users are unable to filter the results, which causes them to get lost in the list of events.

hypothesis #3

Users encounter issues with the date scroll component when searching for future events.

hypothesis #4

Users do not utilize the event navigation in the website header.

hypothesis #5

Users do not understand how to purchase a ticket.

hypothesis #6

The user does not understand how to purchase a ticket as a gift.

User interviews

To understand user scenarios, learn more about our users' habits, and identify the problems they face, I chose a combination of quantitative research methods.

step 1

Semi-structured interview

15 mins

How often you search for event tickets?
Do you plan your event ticket purchases in advance?
What types of events do you usually buy tickets for?
Who do you usually buy tickets for? Yourself or someone else?
What is the usual occasion for buying tickets?
What criteria are important to you when choosing an event?
Where do you search for and buy tickets? If online, which services have you used before?
Have you encountered any issues when purchasing tickets online?

step 2

User testing

20 mins

I asked users to visit the event listing website, complete a few tasks and comment on everything they do.

Purchase two tickets for the concert of the band "Zveri" on December 3rd.
Find concerts happening on December 11th.
Select a concert from the carousel at the top of the page and purchase a ticket for it.
Purchase a ticket as a gift for your friend's birthday.

User testing.

step 3

Feedback

5 mins

After finishing user testing I asked respondents to share their impression of working with the service, what they liked and did not like.

User Flow

After analyzing the results of the user interviews, I came up with the typical user flow.

User flow.

Interview Results

Raw data and interview results.

After analysing interviews I highlighted confirmed hypotheses:

Users are unable to filter the results, which causes them to get lost in the list of events.
Users encounter issues with the date scroll component when searching for future events.
Users do not understand how to purchase a ticket as a gift.

During user testing I also discovered a couple of user problems that need further research since only 1-2 people mentioned them:

users could not find the support service;
users do not expect to see an additional fee when purchasing tickets.

Solutions

Together with the product manager, we prioritized key issues, and I updated the UI accordingly.

1. Users couldn’t filter by genre → Added a genre filter to simplify event discovery.

UI before without genre filter.

UI after with genre filter.

2. Users struggled to reach future dates → Introduced a date picker for faster navigation.

UI before with arrows helping to navigate through dates.

UI after with a date picker.

3. Users struggled to find support → Introduced a floating button that opens a chat with support.

UI before with no support button.

UI after with a floating button opening chat with support.

Outcomes&Impact

📈 Increase of payment conversion rate by 13%.

😊 Increase of Customer Satisfaction Score (CSAT) from 74% to 92%.