Improving mobile conversion with user-centered content design

Stanford Jazz Workshop
Problem‍

The Stanford Jazz Festival's mobile ticketing experience had a low conversion rate compared to desktop, potentially deterring ticket sales.

Solution‍

Implement a user-centered content design approach for the mobile ticket sales channel, focusing on the user journey from clicking "buy tickets" onwards.

Results
  • Increase in mobile sessions: 20%
  • Increase in mobile conversion rate: 25%
  • Increase in mobile completion rate: 49%

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Initial lo-fi wireframe design iterations in Figma.

Methodology

  1. Research & Discovery: Interviewed colleagues at other performing arts organizations and our users to identify friction points and preferences.
  2. Content Design Strategy: Prioritized key content features based on user testing: large artist photos, written descriptions, and video samples.
  3. Prototype, Test & Iterate: Developed and tested different layout and content combinations with Figma prototypes.
  4. Implementation & Deployment: Built and launched a new responsive design template incorporating user preferences.

‍

We created a wireframe prototype in Figma and deployed it in user testing.

Key Learnings

  • Involving mobile-savvy users in testing ensured focus on decision-making content.
  • Prioritizing relevant content formats (photos, videos, descriptions) reduced user friction.
  • User-centered content design can significantly improve mobile ticket sales performance.

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The final designs for the Stanford Jazz Festival mobile experience. Click or scan the QR code to view on your mobile device.

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Additional Notes

The project focused on the user journey after clicking "buy tickets," not the third-party vendor's system.

The project was completed in 2 months with collaboration from stakeholders including our development team at 300 Feet Out, ticket sales management staff, and upper management.

The Stanford Jazz Festival (SJF) is a world-class summer jazz festival. I’m responsible for content design that encompasses:

  • User interface for events and ticketing
  • Website event pages and calendar
  • Social media including YouTube, Facebook, and Instagram
  • Digital advertising campaigns and other collateral
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