EventBookings
platform redesign
One of Australia's biggest ticketing platforms had power but no clarity. I made it fast and simple for the organizers who live in it and the people buying tickets.
Three critical failures
Suboptimal checkout. Too many steps, hidden fees revealed late, and a slow two-minute-40-second completion time drove high cart abandonment.
Complex event creation. Eight to ten confusing steps, too many fields, and no guidance meant setup was abandoned and fewer events got published.
Outdated interface. Inconsistent layouts and an unintuitive, dated design left a weak first impression and lower satisfaction.
My role & process
I led the redesign end to end, working with a product manager, engineering, and QA.
- 01
Discover
Mixpanel and Google Analytics showed where people dropped off. Organizer interviews and support ticket analysis explained why.
- 02
Define
Competitor benchmarking and a heuristic evaluation narrowed it to three failures: a 2m 40s checkout, an 8 to 10 step event setup, and a dated interface.
- 03
Design
Rebuilt checkout and event creation around where people actually failed, then rebuilt the interface once as reusable pieces the whole product runs on.
- 04
Measure
Checkout time fell from 2m 40s to 1m 05s, cart abandonment dropped 28%, and event creation time dropped 40%.
Goals & research
Cut the friction in checkout and event creation, increase conversions and event publishing, rebuild the interface on one consistent design system, and make pricing and steps transparent enough to trust.
Analytics (Mixpanel, GA), organizer interviews, competitor benchmarking, heuristic evaluation, and support ticket analysis all pointed the same way: people wanted clarity, not more features, long forms quietly pushed organizers away, honest pricing wasn't optional in ticketing, and a cleaner interface earns trust.
Strategy into interface
Three principles carried the redesign: reduce the thinking required, make outcomes predictable, and unify the surface into one visual language.
Key decisions
- 01
Show the real price on the first screen
Fees revealed late were driving people out of checkout. In ticketing, honest pricing is not optional, so every price is complete from the first step.
- 02
Three checkout steps, not five
Pick tickets, check out, pay. Long forms quietly push people away, so fields autofill and every step that did not earn its place was cut.
- 03
Guided event creation with saved drafts
Organizers were abandoning an 8 to 10 step setup. Fields were grouped logically, with smart defaults, drafts that save themselves, and a clear progress indicator.
Learnings
Simplifying the core flow moved the business more than anything else. Talking to users surfaced friction analytics never showed, and building the interface once, consistently, kept it easy to grow. Clear UX earns trust, and trust converts.
A dated, complicated platform became one people move through without thinking. Clarity, speed, and simplicity lifted usability, conversion, and revenue together, which is the whole argument for taking UX seriously.