Passage Web App Redesign
Event creation process case study
Simplifying the Event creation process for Passage Ticketing: 40% drop in event creation time and a 20% rise in customer conversion rate.
Company
The Passage Ticketing - An emerging event ticketing platform in the US.
Context
👉 Increasing the customer retention rate was one of the main challenges Passage ticketing faced.
👉 The small and medium-scale event organizers felt the event creation process was lengthy, complex, and time-consuming, leading to a considerable revenue loss.
Objectives
👉 Offer personalized, simple, and easy-to-navigate event creation experiences for users
👉 Achieve a 40% drop in the time taken to create an event.
👉 Boost customer conversion by 20% within three months.
Results
Based on the Post-redesign research done, event creation time dropped by 36.25% and the estimated customer conversion rate surged to 25%.
Introduction and Context
Company Background
Passage Ticketing is an emerging event ticketing platform aiming to revolutionize the ticketing and live events industry.
Project Background
With the rise of small and medium-scale events and event organizers, Passage Ticketing identified the need to optimize their admin web application and special attention was given to the event creation process.
Initial Challenges
Low customer conversion rate, time-consuming, complex, lengthy event creation process, and impersonal user experience.
Project Scope
Position and Responsibilities
Lead Product Designer responsible for user research, ideation, designing, UI development, user stories, task management, and overseeing the design implementation.
Team Interactions
As the Lead Product Designer, I closely collaborated with the CTO, three developers, and two customer onboarding assistants. Regular brainstorming sessions promoted cohesion and nurtured creativity.
👉 Weekly product calls
👉 Task management through Asana
👉 Daily communication via Slack
👉 Regular design thinking sessions
Industry Challenges and Standards
In the event ticketing industry personalization and high usability are key differentiators. Therefore platforms like Passage face challenges in offering unique value propositions amidst competitors.
Project Duration
👉 One year
Design and Research Tools
Figma (design), Figjam, SPSS, Maze (user interaction insights), HTML, Tailwind CSS, Ruby on Rails - View Components, and Lookbook (UI Development).
Overview of Objectives
UX Process
Diving into Research
& Insights
Research Methods
Quantitative Insights
Qualitative Observation Insights
Usability Audit
Competitor Analysis
Overview of the
Challenge
User Persona
Empathy Mapping
Customer Journey Map
Decision Time
Key Areas for
Improvement
Infromation Architecture
Create event process
IA diagram for case study viwing purposes
Complete IA diagram
User Flow
Create event process
User flow for case study viwing purposes
Complete Userflow Diagram
Sketching & Ideation
Wireframes
Design System
High Fiedelity Designs
Behind the scenes of
prototyping
Dark Mode Walkthrough
UI development
I was working on UI development and low-code front-end development at Passage.
👉 HTML
👉 Tailwind CSS
👉 Rails ViewComponents
👉 Lookbook Component Library
Iteration
👉 Feedback from 20 users was collected to assess the usability and overall experience of the redesigned event creation process.
👉 Focused on identifying areas for improvement and predicting conversion rates increase upon the new version's launch.
User Testing and
Post-Redesign Research
👉 Based on feedback, the design was refined to further enhance the personalization aspect.
Value of the Proposed Solutions
Event creation with a 5-step wizard.
The 5-step event creation offers clear guidance, simplifying the process for users. It reduces complexity and saves time by focusing on one task at a time with relevant options.
Event type selection
Allow users to select their event type in the first step of the event creation process. This helps to utilize the options effectively without overwhelming them.
Location type selection
Apart from the general scenario of an event with a location, now users can move ahead in the event creation process even if the venue is online or not finalized yet.
Smart event scheduling
Allow users to add time slot groups and personalize their scheduling with a minimum number of steps.
Promo code groups and templates
Organize promo codes into groups and make them fast by using predefined templates.
Post-event creation structure
Providing all secondary features after the event creation process makes the event setup fast and organized.
Visual hierarchical improvements, Responsiveness, Multiple Themes
Give users access to all features via their mobile devices while allowing them to customize color modes. Clean and Intuitive user interfaces allow users to quickly and easily find event features.
Results
Personal Reflection and Learnings
What Went Well
👉 The event creation wizard with five steps and post-event creation features have received positive feedback from users.
👉 The overall visual and layout improvements have received positive feedback from users.
Challenges Faced
👉 Design challenges in effectively utilizing a vast array of event creation options in the new wizard.
👉 Technical challenges in Ruby on rails integrating the recommendation features
Lessons Learned
The importance of early collaboration between designers and developers in regards to implement design system.
Conclusion and Future Iterations
Project Summary
The Passage Event creation project illuminated the power of personalized, simple, and easy navigation in event ticketing platforms.
Future Iterations
👉 Exploring the integration of AI-powered event creation process.
👉 Adding a hyper-personalized AI-powered onboarding for users.
👉 AI-writing assisted features for filling out descriptions and event details more quickly.
👉 AI-reporting assistance to quickly analyze event peromance and sales.
👉 Further improvements to Assesibility and Inclusive features.