Research phase
User testing
Users that were divided in groups by how often they were using the site - regular and irregular users, mobile and desktop tests
Interviews
Interviews deep diving into customer habits, needs and wishes
Questionnaire
Collecting feedback and insights from the employees of Piletilevi
Analysing Data
Google Analytics, Hotjar
In the research phase, we focused on understanding both users and internal stakeholders. I conducted online usability tests with existing customers, asking them to complete key scenarios, and followed up with in-depth interviews to uncover their pain points and expectations.
To complement user insights, I also gathered input from employees who work daily with event organizers and the platform. Their perspective ensured that valuable ideas and operational knowledge were not overlooked.
UX Design & Wireframes
Service design, Strategy and Product design
Introducing new features and functionalities, new layouts and user flows based on research and best practices
Wireframing
Designing important user flows without the design layer
Prototype
Prototyping the wireframes info user flows
In the wireframing phase, our goal was to validate new concepts and user flows before moving into visual design. Since I introduced several new elements, it was important to map out and prototype the most critical journeys to ensure clarity and usability. I created wireframes for all major user flows and built an interactive prototype to test and review with the client.
Biggest changes:
- Introducing personalisation options for the main page and in between content to give more relevant suggestions to users
- Horizontal photos
- Updated, more relevant filtering options to help users find events faster
- Modular ticket purchasing flow - starts from the event view
- New checkout flow for clarity and efficiency
- A new approach to upselling within the cart
- Additional services available for upselling alongside ticket sales
UI Design
UI design
New UI style and whole webpage and portal interface design
Design System
Updating existing design sytem with new elements
For the User Interface, our goal was to create a light, modern, and modular design. This approach made content easier to manage and flexible to build with reusable blocks. I also introduced several new UI elements, which were later integrated into Piletilevi’s design system.
Since the design will be rolled out across all Piletilevi group branches in Europe, we also considered scalability — ensuring it can adapt to different countries and language requirements.
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