LA Coliseum Events

The LA Coliseum is best known for their exceptional event organization and spaces - whether it is a traditional ticketed concert or sporting event for 75,000, or an intimate private affair on the field with 10 of your closest friends. I had the privilege of designing a website that showcases these amazing venues and spaces in order to bridge the gap between the Coliseum’s team and their end users.

LIVE SITE

The Final Product at a glance...

I designed a new website that aims to streamline the booking process for users while effectively showcasing the unique features of each event space.

FACING THE PROBLEM

How can we optimize the search and discovery process?

LA Coliseum event spaces lived as a subpage of their main site - LAColiseum.com. As it became such a huge driving force in generating revenue, the subpage was not holding its weight. It soon became a challenge for users to find event spaces that met their specific needs - resulting in high bounce rates and low conversion rates. Due to this, it became an executive decision to let it live as its own entity.

Aligning design, business, and marketing objectives

I held a stakeholder meeting to gather insights and identify what the current problems are. In order for me to better envision the website redesign, I wanted to understand what the business goals are and how they tie in to the marketing objectives.

As the sole UX designer on the marketing team, it’s important I advocate for the users while ensuring that the designs align to the business and marketing objectives.

RESEARCH SUMMARY

What can be improved?

After establishing the core problem statement, I collaborated with the marketing team and lead brainstorm sessions to identify areas for improvement while utilizing the research findings. I found some key insights using various UX methods:

KEY INSIGHT 1

Optimized Discovery Flow

Streamline search experience with advanced filters (e.g., location, capacity, floor plans, features) and prominent call-to-action items

USER RESEARCH

User Interviews

Conducted in-depth interviews with 12 users to delve deeper into their experiences, focusing on how they search for and select event spaces.

Field Studies

Observed how event planners browse venues online, noting their interactions, frustrations, and what they value most in a venue showcase.

KEY INSIGHT 2

Visual Appeal and Cues

High-quality images, 360-degree virtual tours, and videos are critical in helping users assess the suitability of a venue

USER FLOW ANALYTICS

Path 1: Home Page → Event Page → Proposal Form
Drop-Off Rate: 46% on Proposal Form
Recommendation: More call-to-action guidance leading up to the form and provide intentional input questions in proposal form.

Path 2: Home Page → Event Page → Event Details Section
Drop-Off Rate: 40% on Event Details Section
Recommendation: Enhance the event details with more engaging visuals and concise, compelling content. Improve information architecture and hierarchy for streamline searches and comparisons.

KEY INSIGHT 3

Intuitive Form

Proposal submissions should be intentional and intuitive from both ends - users should have enough information and guidance prior to making any final decisions to submitting a proposal

User flow analysis indicates where users are having roadblocks within their user journey

IDEATE

Reinvisioning the flow

Utilizing the research and key insights, I mapped out the user flow and sitemap and presented it to stakeholders. Within the site map, there are two ways users are able to browse: By event type OR by all event spaces. This category filter is especially helpful in improving browsing and discovery flow. Additionally, I found it critical to align the user flow to the site map, ensuring that users are not stuck at a roadblock from poor IA.

Problems + Solution 1

Optimized Discovery Flow

PROBLEMS IDENTIFIED

• Lack of discovery exposure - no event spaces are listed and information given deemed irrelevant
• No clear path - Users don’t have a clear path to follow, resulting in them wandering aimlessly through the site without finding what they need
• Lack of Clear Focal Point - no obvious element that immediately draws the user’s attention (ie. call-to-actions) that can help users find relevant information or guide them to their next steps.

Improvement A

Problems + Solution 2

Enhanced visual hierarchy and information architecture

PROBLEMS IDENTIFIED

• Unclear Hierarchy - no clear distinction between primary and secondary content, leading to confusion about what’s important and what’s supplementary. 
• Neglected user needs - structure is not based on user research or understanding of user goals, resulting in a system that doesn’t align with how users think or what they need.
• Lack of Visuals - no visuals to help users aid their search for an event space
  

Improvement B

Problems + Solution 3

Revamped Form Input

PROBLEMS IDENTIFIED

• Submission form is tucked away - for an element that is essential in allowing users and the team reach their goal, this lacks an importance when the form is tucked away at the bottom of the page
  
• No contact information listed - when it comes to submissions, further inquiries are bound to happen which means a point of contact is still important to list
• No confirmation - after submission, there was no confirmation that the requests has been successfully submitted 

Improvement C

Outcomes + Learnings

The new website reduced page drop offs by 30%, leading to an 80% increase in form submissions. Users can now find key information and navigation to relevant sections.

Personal growth in leadership

Leading my first UX project was both challenging and insightful. The experience highlighted the value of collaborative decision-making. By drawing on the diverse perspectives of my team, user feedback, and stakeholder input, we tackled complex challenges and delivered high-quality solutions despite tight deadlines. This collaborative approach not only strengthened our results but also sharpened my leadership skills, teaching me to balance speed with quality while remaining flexible as new insights emerged.

Let's get in touch!

I'd love to hear from you and explore collaboration, answer your questions, or simply chat.

© Christine Wang 2024