As Lead Product Designer, I led the entire cycle, from discovery calls and card sorting to information architecture, prototyping, usability testing, and delivery, all in collaboration with developers.
Improved task success from 60% → 100% by redesigning the booking flow
Reduced abandonment rate by 18% through clearer logistics and trust signals
Increased user confidence by +25% with transparent, multi-step booking
Accepted a trade-off: booking time increased (1:30 → 2:50), but users preferred the extra clarity and reassurance
Booking = 1 vague step (direct payment only)
No details on equipment, arrival times, or responsibilities
Event information was buried in the navigation
Users consistently dropped off when asked to pay
Participants: 12 (musicians & venue managers)
Methods: Discovery calls, card sorting, usability testing, competitive analysis
Tasks: Find event info, complete a booking, confirm logistics
Duration: 20–25 min sessions
Key Insights:
75% could not find event details without guidance
7/12 hesitated to pay without equipment/timing info
Users valued step-by-step transparency > single-click speed
Ran open card sorting to understand how musicians grouped tasks.
Insights: Users expected booking-related details (equipment, timing, price) to be presented together, not spread across different sections.
Applied findings to restructure IA:
Clear entry point for “Book Event”
Grouped all logistical details in the booking flow
Elevated event detail pages in the nav hierarchy
Expanded booking process from 1 vague step → 4 clear steps:
Event details
Logistics (equipment, timing, responsibilities)
Confirmation
Payment
Added progress indicators and secure payment badges to reinforce trust.
Delivered within 3 months.
Developer constraints meant advanced personalisation was postponed; focus was on core trust-building features.
My company outsourced developers, which meant we only had weekly meetings. At first, it was challenging to ensure they covered everything I needed to know to make informed decisions.
