Improving the User Journey

OVERVIEW

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

• Page Summary
• DICE User Journey Assessment
• Competitors User Journey Assessment
• Proposed Design Solutions for Improving the User Journey

THE 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.

THE PROCESS

The project involved the following:

1. Assessing and identifying possible pain points in the user buyer journey on DICE website.
2. Identifying and assessing the main direct and indirect competitors, as well as analysing the Dice platform.
3. Identifying the main pain points in the user journey when purchasing a ticket.
4. Propose solutions to improve the user experience on the DICE ticketing platform.

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.

• One of the key positive aspects is that 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 User Interface

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.

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 added to the product page: event duration, event location, and transport information.

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.