REBRANDING & FLOWS
Humanising a ticketing platform for good
Humanitix
Sketch, Zeplin
14 weeks
Competitor analysis, data analysis, user testing, AB testing and workshop
Summary
Humanitix is a not-for-profit ticketing platform that offloads 100% of booking fees to it's five education charity partners. Partnering with Humanitix's Head of Design at the time and later becoming the only designer at the company, I was responsible for primarily rebranding the marketing website and the console dashboard.
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My research-driven designs communicated a digital experience transformation that aimed to celebrate the human and community element of Humanitix's brand – repositioning it as the humane choice for tickets.
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With an emphasis on placing real faces behind the brand, the new branding positions Humanitix as a disruptive tech company with charity roots that truly makes an impact with no compromise.
Bringing ideation workshops to a fast-pace tech startup
An in-depth competitor analysis of brand's press pages and a virtual wireframing workshop with 6 designers led to layout ideas such as a masonry approach to the images and an all-in-one page experience.
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Due to the fast-pace startup nature of Humanitix, ideation workshops were not part of their UX process.
Research: Console Dashback
Conducted some research including user testing and desktop research to rethink the event host dashboard.
Google Analytics review
Key insights
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70% are desktop users, 29% are mobile and 1% are tablet
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Dashboard accounts for 37% of total page views on the platform
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Average time on page – 9:16 mins. That's a long time!
6 one-on-one interviews
Key insights
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5 out of 6 users preferred Option A as it focuses more on important ticket sales information and less marketing content.
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All users questioned the CTA microcopy and wanted the copy to be clearer.
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All users said they would like useful resources to help them increase ticket sales
Option A
Option B
The new design provides valuable information
After transforming the wireframes into high-fidelity designs, I asked 6 event host users for their feedback.
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All users preferred the new design because it provides useful resources to help time increase ticket sales and important information regarding their event is more accessible.
📜 Old design
✨ New design
Rebranding
I helped evolved Humanitix's UI to be more human and modern. The design process I followed for the redesign was more design focused and less user research focused. This was because the business wanted to launch the rebrand ASAP.
📜 Old design
✨ New design
Retrospective
What were the challenges of the project?
Showcasing the value of UX research
Prior to me jumping onto this project, UX research including user testing was not part of Humanitix's product development strategy. Design heavily focused on churning out UI designs as fast as possible without time for thorough UX research.
Divided dev and design relationship
As UX design and research was not of high value for the business, the dev and design relationship was quite silhoed and communication was limited. This resulted in inconsistencies between designs and production.
Fast-pace startup with lean deadlines
As Humanitix is still a growing startup, design deadlines were very tight. This contributed to the business not understanding or seeing the value in UX research.
