UX Research · Live Events
EventBooker — Design Process for a Concert Tourism Platform
A platform that goes beyond ticketing by integrating travel, stay, and social partners into one unified ecosystem. It becomes a single source of truth for fans — consolidating all bookings inside the user profile, simplifying planning, coordinating with friends, and reducing the mess of juggling multiple apps.
- Role
- UX Lead
- Duration
- 1 week
- Company
- Concept project
- Domain
- Live Events · Concert Tourism · Consumer
01
The problem
A platform that goes beyond ticketing by integrating travel, stay, and social partners into one unified ecosystem. It becomes a single source of truth for fans — consolidating all bookings inside the user profile, simplifying planning, coordinating with friends, and reducing the mess of juggling multiple apps.
02
The approach
Document the gap between the value concert tourism generates and what event platforms actually capture, then design a unified flow that closes it — anchored in research, personas, journey mapping and iterative testing.
02.01
Design Process
Discovery Phase
Problem statement
Documented the gap between the value concert tourism generates and what event platforms actually capture. Competitive audit of BookMyShow, Ticketmaster and MakeMyTrip — mapped where users drop off and where money exits the ecosystem.
Business objective
Close the value gap by unifying ticketing, travel and stay into a single high-intent flow — increasing conversion, average order value, and partner revenue capture per fan.
Research Phase
12
Semi-structured interviews
18
Survey responses
3
Concert archetypes
18 mo
Recency screen
Market research & scoping
Analysed concert tourism trends across India, Southeast Asia and Europe. Scoped the platform to three user archetypes: domestic day-tripper, interstate traveller, and international fan tourist. Identified key integration partners by booking volume.
User research / Discovery
12 semi-structured interviews across 3 concert archetypes (local fan, out-of-city traveller, international tourist). 18 survey responses. Session-recording analysis of existing booking flows. Screened for users who had attended a concert requiring travel in the past 18 months.
Synthesise — Research findings
Users spend an average of 3.4 hours across multiple platforms planning a concert trip. Primary pain: no single source of truth for whether flights and hotels will be available when a ticket is confirmed. 74% reported discovering better hotel rates only after purchasing tickets, causing regret. Fans want artist-contextual recommendations, not generic travel options.
3.4 hr
Avg. planning time
74%
Regret over hotel rates
140+
Ideation concepts
2
Co-design workshops
Co-design workshops
Two 3-hour co-design workshops with 8 participants each — 4 fans, 2 event staff, 2 travel ops. Used Crazy 8s for rapid feature ideation, then affinity clustering to group 140+ concepts. Dot-voted to surface top themes, then mapped onto an impact vs. effort matrix to prioritise MVP features.
Design Phase — Prototype
Three core workflows
- Event discovery → ticket purchase
- Ticket confirmation → travel bundle
- Post-booking fan dashboard
Low-fidelity testing
3 participants, moderated sessions. Think-aloud protocol throughout — observers noted verbal hesitations, unexpected navigation paths and moments of confusion without prompting. Captured CTA recognition (first-click accuracy), task completion rate and time-on-task.
Taking it forward — high-fidelity testing
Functional screens with the visual design layer presented to a wider sample to validate heatmaps, click-path analysis, CTA miss-rate by screen, and session recordings (n=60) for usage patterns.
02.02
User Personas
Two fan-side archetypes anchor the core flows — the devoted fan traveller and the occasional concert-goer — each with their own goals, fluency and failure modes.
Priya R., 26
The Devoted Fan Traveller
- Flight and hotel availability not visible before committing to a ticket purchase
- Price-gouging on accommodation near events
- No artist-specific hotel recommendations near the venue
- Nothing shareable on social once the trip is booked
- Flight + hotel availability surfaced on the event page
- Artist-contextual hotel recommendations near the venue
- A shareable 'trip' artefact for social
Arjun K., 33
The Occasional Concert-Goer
- Loses momentum during multi-app planning
- Total trip cost is opaque until the very end
- Multi-app checkouts cause abandonment
- Transparent total trip cost upfront
- Single unified checkout — ticket + travel + stay
- Well-timed VIP / experience upgrade prompts
02.03
Customer Journey — Priya
Mapped Priya's end-to-end journey from artist announcement to post-event share, surfacing where emotion peaks, where it dips, and where the platform can intervene with the right moment of value.
Awareness
Action
Sees artist announcement on Instagram.
Thought
"Is this near me? Can I actually go?"
Emotion
Excited
Opportunity
Deep-link from social to the EventBooker event page.
Consideration
Action
Checks ticket prices, searches flights, googles hotels near venue.
Thought
"This is going to take forever to figure out."
Emotion
Frustrated
Opportunity
Show live flight + hotel availability on the event page before purchase.
Purchase
Action
Buys ticket on one platform, books flight on another.
Thought
"I hope the hotel near the venue isn't already sold out."
Emotion
Anxious
Opportunity
Bundle checkout — ticket + flight + hotel in a single cart.
Pre-event
Action
Receives separate confirmations, manually builds itinerary.
Thought
"I wish everything was in one place."
Emotion
Neutral
Opportunity
Unified trip dashboard with countdown, merch drops and setlist rumours.
At the event
Action
Uses ticket QR code, looks for merch queue.
Thought
"Where do I pick up the merch I ordered?"
Emotion
Elated
Opportunity
In-app venue map, merch pre-order, meet & greet slot confirmation.
Post-event
Action
Posts on social, discusses with friends.
Thought
"That was incredible. I'd do it again."
Emotion
Elated
Opportunity
Share trip-memory card, recommend next artist event, loyalty reward.
02.04
Information Architecture
EventBooker's IA is organised around four parent surfaces — Discover, Book, My Trip and Fan Hub — each focused on a single user job, with shared profile and perks across the app.
Discover
Surfaces
- Event search
- Artist pages
- Near me
- Genre filters
- Wishlist
Book
Surfaces
- Ticket selection
- Flight bundling
- Stay options
- Fan services
- Cart & checkout
My Trip
Surfaces
- Active bookings
- Itinerary view
- Venue map
- QR tickets
- Merch orders
Fan Hub
Surfaces
- Artist subscriptions
- Community
- Exclusive drops
- Loyalty points
- Profile & perks
02.05
Design Testing
Two phases — a moderated low-fidelity round to validate flow and CTA recognition, then an unmoderated functional round to surface behavioural patterns at scale.
Low-fidelity testing
Method
- Task-based sessions with 10 participants on paper + greyscale prototypes
- Think-aloud protocol — verbal narration of cognitive flow throughout each task
- Observed CTA recognition and first-click accuracy on core flows
- Measured task completion rate and unassisted error recovery
Functional prototype testing
Method
- Unmoderated sessions with 60 participants (intercept recruited)
- Heatmaps and click-density analysis across all key screens
- Session-recording review for CTA miss moments and navigation drop-offs
- Pattern detection: user behaviours across cohorts, experience quality tracking
02.06
Iterate
Each sprint cycle targets one measurable UX problem, tests a hypothesis, and validates impact before the next cycle begins.
- Identify finding
- Form hypothesis
- Redesign
- Test again
- Validate metric
03
The outcomes guiding project road map
- The biggest UX wins in concert tourism aren't in the booking screens — they're in the moments between apps.
- Surface partner inventory at the moment of intent, not after the ticket is sold.
- Emotional peaks (pre-event hype, at-venue joy) are the right moments to introduce upsell and loyalty, not interruption.
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