EVENTSCAPE
Case Study
Role: Product Designer
REDEFINING THE EVENT EXPERIENCE.
EVEntscape is a concept mobile platform designed to reduce friction across the live music event journey. the goal was to unify event discovery, ticketing, and arrival logistics into a single, cohesive experience that benefits both attendees and organizers.
THE CHALLENGE
live event planning is fragmented across multiple platforms. Attendees often discover events on social media, purchase tickets elsewhere, and manage transportation separately, leading to missed events, unexpected fees, and late arrivals. For organizers, managing these touchpoints increases administrative work and splits data across multiple tools, making it harder to support a smooth event experience.
USER RESEARCH
USER INTERVIEWS WITH ATTENDEES AND ORGANIZERS WERE CONDUCTED TO UNDERSTAND BEHAVIORS, MOTIVATIONS, AND PAIN POINTS RELATED TO EVENT DISCOVERY AND PLANNING. COMPETITIVE ANALYSIS REVEALED THAT EXISTING PLATFORMS TEND TO SOLVE ISOLATED PARTS OF THE EXPERIENCE, LEAVING GAPS BETWEEN DISCOVERY, CHECKOUT, AND ARRIVAL.
RESEARCH SHOWED THAT ATTENDEES VALUE CURATED DISCOVERY, TRANSPARENT PRICING, AND CLEAR LOGISTICS, WHILE ORGANIZERS NEED TOOLS THAT REDUCE CONFUSION AND IMPROVE TURNOUT.
“I JUST WANT TO GET THERE EASILY, FIND PARKING, AND NOT MISS OUT BECAUSE OF HIDDEN FEES.”
“INSTAGRAM SOMETIMES SHOWS ME OLD EVENTS, I MISS A LOT OF SHOWS.”
“IT’S ALL ABOUT CREATING AN EXPERIENCE, BUT IT SHOULDN’T FEEL LIKE PULLING TEETH JUST TO GET EVERYONE ON THE SAME PAGE.”
OPPORTUNITY
THERE IS AN OPPORTUNITY TO DESIGN A MUSIC-FIRST PLATFORM THAT BRINGS DISCOVERY, TICKETING, AND ARRIVAL PLANNING INTO ONE SEAMLESS FLOW. BY REDUCING FRICTION BEORE THE EVENT EVEN BEGINS, EVENTSCAPE AIMS TO IMPROVE ATTENDANCE, ARRIVAL EFFICIENCY, AND OVERALL SATISFACTION FOR BOTH ATTENDEES AND ORGANIZERS.
POV & HMW
POV:
PEOPLE NEED A CURATED WAY TO DISCOVER EVENTS THAT ALIGN WITH THEIR INTERESTS BECAUSE EXISTING PLATFORMS FEEL CLUTTERED AND INCONSISTENT.
HMW:
HOW MIGHT WE HELP ATTENDEES TRANSITION SMOOTHLY FROM ARRIVAL TO ENJOYING THE EVENT THROUGH CLEARER SYSTEMS FOR TRANSPORTATION, PARKING, AND ENTRY?
USERS & CONTEXT
THREE CORE USER PERSONAS WERE DEFINED TO REPRESENT THE PRIMARY BEHAVIORS AND NEEDS OBSERVED DURING RESEARCH:
A SOCIAL ATTENDEE FOCUSED ON DISCOVERING THE RIGHT VIBE AND ATTENDING EVENTS WITH MINIMAL FRICTION, A NETWORKING ARTIST WHO VALUES CLEAR LOGISTICS AND OPPORTUNITIES FOR CONNECTION, AND AN EVENT ORGANIZER RESPONSIBLE FOR COORDINATION, COMMUNICATION, AND SMOOTH ARRIVALS.
THESE PERSONAS HELPED BALANCE EMOTIONAL ENGAGEMENT WITH OPERATIONAL CLARITY THROUGHOUT THE EXPERIENCE AND ENSURED DESIGN DECISIONS SUPPORTED BOTH ATTENDEE AND ORGANIZER NEEDS.
PROJECT GOALS
the GOALS FOR EVENTSCAPE WERE DEFINED AT THE INTERSECTION OF USER NEEDS AND BUSINESS OBJECTIVES. THE EXPERIENCE AIMED TO SIMPLIFY EVENT DISCOVERY, INCREASE TRANSPARENCY AROUND TICKETING, AND REDUCE TRANSPORTATION BARRIERS FOR ATTENDEES, WHILE SUPPORTING HIGHER ATTENDANCE RATES, STRONGER ENGAGEMENT, AND LONG-TERM RETENTION FOR ORGANIZERS. ALIGNING THESE PRIORITIES ENSURED THE PLATFORM DELIVERED VALUE ON BOTH SIDES OF THE EVENT ECOSYSTEM.
EXPERIENCE EXPLORATION
a sotry board was developed to map the full eventscape experience, from browsing events to coordinating pooled transportation and arriving at the venue. visualizing the product in use helped validate how discovery, ride matching, and social coordination would function together as one cohesive journey before formalizing structure and flows.
SYNTHESIS
Research insights were synthesized to identify consistent friction across event discovery, checkout, and arrival logistics.
Patterns from attendee and organizer feedback informed clear experience priorities focused on reducing cognitive load, increasing transparency, and supporting smoother arrivals.
These insights guided the definition of core user flows for account setup, event discovery, ticket purchase, and transportation booking, ensuring each step felt intuitive, predictable, and efficient.
DESIGN PHILOSOPHY
THE DESIGN PHILOSOPHY CENTERS ON CLARITY, IMMERSION, AND TRUST. THE EXPERIENCE WAS DESIGNED TO FEEL EXCITING AND MUSIC FORWARD WITHOUT SACRIFICING USABILITY. EVERY INTERACTION PRIORITIZES CONFIDENCE DURING CHECKOUT, MINIMAL EFFORT DURING PLANNING, AND A COHESIVE VISUAL LANGUAGE THAT REFLECTS LIVE MUSIC CULTURE.
BOLD VISUALS ARE BALANCED WITH CLEAN HIERARCHY TO SUPPORT FAST SCANNING WHILE MAINTAINING AN EMOTIONALLY ENGAGING EXPERIENCE.
LO-FI WIREFRAMES
EARLY WIREFRAMES WERE USED TO VALIDATE HOW TRANSPORTATION AND PARKING COULD BE INTEGRATED INTO THE EVENT FLOW WITHOUT ADDING FRICTION. AT THIS STAGE, THE FOCUS WAS ON PLACEMENT, HIERARCHY, AND ENSURING THESE OPTIONS FELT LIKE A NATURAL EXTENSION OF THE TICKETING EXPERIENCE RATHER THAN AN EXTRA STEP.
DESIGN & VISUAL DIRECTION
Atmosphere & Visual tone
he interface uses dark, high-contrast backgrounds with deep red accents to create a moody, immersive atmosphere inspired by live music venues. the visuals language reinforces the emotional energy of attending a show while allowing key actions, such as ticket purchase and transportation booking, to stand out clearly within hierarchy.
Typography & readability
typography combines expressive, modern headings with clean, highly readable body text to balance personality with clarity. given the density of event details, pricing information, and logistics, maintaining legibility and structured hierarchy was essential to reducing cognitive load and increasing user confidence during decision making.
System & readability
consistent spacing, iconography, and reusable component patterns were applied throughout the experience to create predictability and flow. interactive elements are intentionally prominent, guiding users through the discovery, checkout, and arrival planning without unnecessary friction. Together, these design decisions ensure the experience feels immersive while remaining intuitive and trustworthy.
TESTING & ITERATION
USABILITY TESTING WAS CONDUCTED WITH FIVE PARTICIPANTS USING A CLICKABLE PROTOTYPE FOCUSED ON DISCOVERY, TICKETING, AND TRANSPORTATION FLOWS. PARTICIPANTS FOUND THE EXPERIENCE INTUITIVE AND IDENTIFIED INTEGRATED TRANSPORTATION AS A KEY DIFFERENTIATOR. FEEDBACK INFORMED REFINEMENTS TO ONBOARDING CLARITY AND PAYMENT TRANSPARENCY TO IMPROVE USER CONFIDENCE.
OUTCOME
EVENTSCAPE DEMONSTRATES HOW CONSOLIDATING DISCOVERY, TICKETING, AND ARRIVAL PLANNING INTO ONE PLATFORM CAN REDUCE FRICTION AND CREATE A SEAMLESS END-TO-END EXPERIENCE. THE RESULTING DESIGN BALANCES EMOTIONAL ENGAGEMENT WITH OPERATIONAL CLARITY, SUPPORTING BOTH ATTENDEE ENJOYMENT AND ORGANIZER EFFICIENCY.
NEXT STEPS
THIS WORK REINFORCED THE IMPORTANCE OF TREATING LOGISTICS AS A CORE PART OF THE USER EXPERIENCE RATHER THAN A SECONDARY FEATURE. FUTURE ITERATIONS WOULD EXPAND ORGANIZER FACING TOOLS, DEEPEN PERSONALIZATION OF DISCOVERY, AND VALIDATE THE EXPERIENCE WITH A BROADER AUDIENCE.
THE MOST SUCCESSFUL OUTCOME WAS CREATING A COHESIVE SYSTEM THAT ADDRESSES BOTH EMOTIONAL AND FUNCTIONAL NEEDS WITHIN A SINGLE PLATFORM.