SEO & UX/UI DESIGN BLOG

Improving the User Journey

User Journey & UI Design Assessment

Online Ticketing Platform: DICE

This project involved assess­ing the user inter­face of the DICE tick­et­ing plat­form and con­duct­ing a com­peti­tor bench­mark analy­sis to pro­pose and devel­op design solu­tions aimed at improv­ing con­ver­sion rates and increas­ing tick­et sales.

(This project is a case study con­duct­ed as part of a UX-UI course)

Project Overview

  • My role: UX/UI design­er 
  • Project dura­tion: 15 days 
  • Method­ol­o­gy: Com­peti­tor Bench­mark Analy­sis, UI Analy­sis 
  • Tools: Fig­Jam, Fig­ma, Google­Meet

Challenge

DICE plat­form is expe­ri­enc­ing a low­er con­cert sales con­ver­sion rates com­pared to indus­try bench­marks. There is a sig­nif­i­cant poten­tial for opti­mis­ing the UX and tick­ets pur­chase con­ver­sion through strate­gic UI improve­ments.

Project Goal

The goal of this project was to iden­ti­fy and pro­pose design solu­tions focused on improv­ing the user inter­face, to opti­mise the user jour­ney and the tick­et sales con­ver­sion rates.

BACKGROUND

Dice is an online tick­et­ing plat­form avail­able in West­ern Europe, the U.S., and occa­sion­al­ly Australia/India. Part­ner­ing direct­ly with venues and pro­mot­ers, Dice offers tick­ets for dif­fer­ent music events, from con­certs and par­ties to mid-size fes­ti­vals. The usabil­i­ty of the plat­form is most­ly lim­it­ed by the need for the users to down­load the Dice app.

prototype dice homepage
Pro­to­type DICE Home­page

The Process

🔍 Assess­ing and iden­ti­fy­ing pos­si­ble pain points in the user buy­er jour­ney on DICE web­site.

🔍 Com­peti­tor bench­mark analy­sis com­pared to the Dice plat­form.

🔍 Iden­ti­fy­ing the main pain points in the user jour­ney when pur­chas­ing a tick­et.

🔍 Pro­pose solu­tions to improve the user expe­ri­ence on the DICE tick­et­ing plat­form.

User Interface Assessment

Goal: ASSESS THE USER INTERFACE IN THE TICKET ACQUISITION PROCESS AND IDENTIFY POSSIBLE PAIN POINTS.

  1. Fric­tion-heavy flows:
    • Manda­to­ry app down­load for check­out and receiv­ing the tick­ets.
    • Phone-depen­dent reg­is­tra­tion (SMS code require­ment).
  2. Aban­don­ment risks: Slow process­es when users lack imme­di­ate phone access.
  3. Con­fus­ing UI: Search fil­ters resem­ble but­tons, and fil­tered results lack clar­i­ty. The main pro­mot­ed fea­ture on the home­page is the app, rather than the main prod­uct con­certs.

✅ The pos­i­tive aspect of the manda­to­ry app down­load is that if you have the app, the check­out process is fast, while it adds an extra secu­ri­ty lay­er for the user.

dice login screen
DICE login screens snap­shots

Competitors Benchmark Analysis

The Process

🔍 Iden­ti­fy and analyse key direct and indi­rect com­peti­tors and out­line this pos­i­tive aspects when it comes to con­tent and UI as well as the user buy­er jour­ney.

Tick­et­mas­ter User Inter­face

✅ Com­peti­tors promi­nent­ly fea­ture pop­u­lar events in their hero ban­ners. This approach pri­ori­tis­es spe­cif­ic events, giv­ing them greater vis­i­bil­i­ty.

By doing so, com­peti­tors imme­di­ate­ly draw users’ atten­tion to con­certs or events upon land­ing on their site. This stream­lines the user jour­ney, as vis­i­tors can click direct­ly through to a ded­i­cat­ed event page to pur­chase tick­ets.

Con­se­quent­ly, this elim­i­nates the need for users to spend addi­tion­al time search­ing for spe­cif­ic events, reduc­ing fric­tion in the con­ver­sion process.

ticketmaster
Tick­et­mas­ter UI assess­ment

Tick­etea User Inter­face

While com­peti­tors show­case var­ied events across their home­page, DICE takes a dif­fer­ent approach by pri­ori­tis­ing app-down­load pro­mo­tions and mar­ket­ing-focused con­tent.

✅ Com­peti­tors main­tain notably stream­lined user jour­neys, par­tic­u­lar­ly regard­ing reg­is­tra­tion process­es. Their sys­tems allow instant account cre­ation through Apple or Google sign-in options, enabling swifter access.

ticketea
Tick­etea UI assess­ment

Key Learnings

🔍 Through the com­peti­tor analy­sis mul­ti­ple ele­ments to improve UI on the DICE plat­form, such as enhanced event fil­ter­ing, per­son­al­i­sa­tion and cat­e­gori­sa­tion options, visu­al­ly spec­i­fy­ing the venue loca­tion with a map and trans­port guid­ance; infor­ma­tion about the event dura­tion.

Proposed Design Solutions

Improving the UI & User Journey

The UI design solu­tions we pro­pose after the analy­sis involves the fol­low­ing changes:

✅ Enhanced vis­i­bil­i­ty for pop­u­lar con­certs: Fea­tur­ing trend­ing events in hero ban­ners.

✅ Improved cat­e­go­ry dis­cov­er­abil­i­ty: Enabling direct explo­ration of event types (genre/venue/date) from the home­page itself.

✅ Rel­e­gat­ed app pro­mo­tion: The “Down­load the app” CTA appears small­er in the upper-right cor­ner’s nav­i­ga­tion bar, shift­ing focus to event dis­cov­ery.

✅ New infor­ma­tion ele­ments on the prod­uct page: event dura­tion, event loca­tion, and trans­port infor­ma­tion.

dice case study solutions
Dice case study design solu­tions
product page elements
Addi­tion­al ele­ments (case study)

✅ Swifter reg­is­tra­tion and access: instant account cre­ation or login through Apple, Google or social media sign-in options.

✅ Stream­lined check­out process: elim­i­nat­ed redun­dant steps that cre­ate unnec­es­sary load­ing times or deci­sion fatigue tick­et acqui­si­tion flow.

✅ Fric­tion­less check­out: No need for the SMS ver­i­fi­ca­tion codes dur­ing pur­chase final­i­sa­tion.

✅ Users can choose how they will save the tick­ets: Direct­ly down­load PDF tick­ets upon pay­ment con­fir­ma­tion which bypass­es app depen­den­cy for one-time atten­dees. Secure­ly store tick­ets in-app, which adds an addi­tion­al lay­er of secu­ri­ty for the users that pay spe­cial atten­tion to this aspect.

login solution
Stream­line login solu­tion
checkout process solution
Check­out process solu­tion

Final Note: The results of the pro­posed UI design solu­tions were not test­ed, as this case study project was con­duct­ed in a study group.

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