DICE

Introduction

During my UX/UI design bootcamp, my team and I embarked on an exciting project to redesign key elements of the DICE platform. DICE is a London-based ticketing software company that allows users to search, browse, and purchase tickets for live events, including concerts, festivals, comedy shows, and talks. Our mission was to optimize the user experience by enhancing the homepage, navigation, event pages, login process, location selection, and ticket purchasing process. Through detailed research, creative ideation, and iterative design, we aimed to create a seamless and engaging platform that meets the needs of all DICE users.

Step 1:

Research and Analysis

User Research:

We began by conducting thorough research to understand the needs, behaviors, and pain points of DICE users. This included:

• Interviews: Speaking with regular users of DICE to gather qualitative insights.
• Surveys: Distributing online surveys to capture a broad range of user experiences and preferences.
  Competitor Analysis: Reviewing other leading ticketing platforms to identify strengths and weaknesses.

Persona Creation:
Based on our research, we developed detailed personas representing typical DICE users, such as concert-goers, festival enthusiasts, and comedy show fans. These personas helped us keep user needs at the forefront throughout the design process.

Step 2:

Defining the Problem and Setting Objectives

Identifying Key Issues:

• Homepage: The current design lacked engagement and clarity.
• Navigation: Users found the header/menu confusing and cluttered.
• Event Pages: Information was often overwhelming and not presented in a user-friendly manner.
• Login Process: The login experience was cumbersome and slow.
• Location Selection: Users struggled with finding and selecting event locations.
• Purchase Process: The ticket purchasing process was lengthy and complicated.

Setting Objectives:

• Create a visually appealing and intuitive homepage.
• Simplify navigation with a clear and concise header/menu.
• Present event information in an engaging and accessible manner.
• Streamline the login process for ease of use.
• Enhance the location selection experience.
• Make the ticket purchasing process seamless and efficient.

Step 3:

Ideation and Concept Development

Brainstorming:

We conducted brainstorming sessions to generate innovative ideas for each area of the platform. We sketched initial concepts and discussed their potential impact on the user experience.

Wireframing:
Using tools like Sketch and Figma, we created low-fidelity wireframes to outline the basic structure and layout of the redesigned sections. These wireframes served as blueprints for the high-fidelity designs.

Prototyping:
We developed interactive prototypes to simulate user interactions with the new designs. These prototypes allowed us to test and refine our concepts based on user feedback.

Step 4:

High-Fidelity Design

Visual Design:
We applied DICE’s brand guidelines to create high-fidelity designs that were both aesthetically pleasing and functional. This involved:

• Homepage: Designing a dynamic and visually appealing layout that highlights upcoming events and personalized recommendations.
• Header/Menu: Creating a clean and intuitive navigation system.
• Event Pages: Structuring information to be easily digestible with clear calls to action.
• Login Process: Simplifying the interface for a quicker and more secure login experience.
• Location Selection: Designing an interactive map and easy-to-use filters for selecting event locations.
• Purchase Process: Streamlining the steps to purchase tickets with clear instructions and minimal distractions.

Step 5:

User Testing and Iteration

Testing Sessions:
We conducted multiple rounds of user testing with our interactive prototypes. Participants were asked to complete tasks such as finding an event, navigating the site, and purchasing tickets.

Feedback Collection:
We gathered qualitative and quantitative data from these sessions, identifying areas where users encountered difficulties or confusion.

Iterative Design:
Based on the feedback, we iterated on our designs, making necessary adjustments to improve usability and overall user experience.

Step 6:

Development Collaboration and Final Launch

Collaboration with Developers:
We worked closely with the development team to ensure our designs were implemented accurately and effectively. Regular check-ins and feedback loops were established to address any challenges promptly.

Quality Assurance:
We performed rigorous testing to ensure the redesigned sections worked seamlessly across different devices and browsers.

Launch:
The final designs were launched as part of a beta version for a select group of users, allowing us to gather final feedback before the official release.

Conclusion

This project was a comprehensive exercise in applying UX/UI principles to a real-world scenario. Working on the DICE platform redesign with my bootcamp peers was an enriching experience that honed our skills in user research, design thinking, and iterative improvement. The outcome was a significantly enhanced user experience that makes finding, navigating, and purchasing tickets on DICE more enjoyable and efficient for all users.