Event Booking Centre
My role: UI/UX designer
Project Purpose
The existing booking centre functionality was limited. The performance results and user feedback showed that due to poor usability, users couldn't find what they were looking for. Users didn't seem to use the functionality of the interface on the main page effectively to achieve their goals. It would take a long time for our users to locate and book an event that works for them.
The Process
Discovery (expert review & user feedback gathering on the existing EBC)
User journeys
Wireframes
Maze user testing on wireframes
High Fidelity design and user testing
1. Discovery
A UX expert review was conducted to identify usability issues on the existing EBC. Alongside the UX expert review, the Product Manager shared with the Product Team the existing user feedback that had been gathered in the past. In the next phase I took part in UX research translating some feedback of the current platform we have looked into competitors and how they approach similar problems from the UX/UI perspective.
2. User Journeys
After analysing the findings from the discovery phase, we started creating user journeys for the new EBC.
3. Wireframing
Based on the input from our analytics team we have followed a mobile-first approach. I created low fidelity wireframes for the new EBC, that led to high fidelity wireframes. Given that we wanted to ensure that the user experience would be satisfactory across all screen sizes, I created wireframes for desktop and mobile views. I have also created a clickable prototype in Invision to validate and test our approach with stakeholders as well as with the users.
4. Usability testing and analysing the data
I conducted remote and face-to-face user testing on the wireframes, using Maze to capture and analyse the data. Then I used the information gathered to address common problems that I observed the participants in the test were experiencing.
5. High Fidelity design and user testing
I designed the high fidelity UI based on the wireframes then I conducted the second round of the remote and face-to-face user testing on the visual designs using Maze to capture the data and feedback. Next we’ve reviewed and tweaked the design, based on the findings from the user testing and delivered the assets to software engineers for production.
Final results
Our product team released V1 of the new booking system and once the bulk of the key changes had gone live, a 38% increase in successful bookings was reported. This significant improvement validated our user-centred design approach and demonstrated the value of the iterative testing process we employed. The feedback from users has been overwhelmingly positive, with particular praise for the intuitive interface and streamlined booking process. Analytics data also shows reduced time-on-task and fewer abandoned bookings, indicating that users can now find and book events more efficiently. We've compiled these findings into a comprehensive report that will inform future iterations and improvements to the system.
