At YUMEDA STUDIO, as a UX/UI designer and developer, I was responsible for analyzing and identifying the root causes of user experience issues and redesigning the website to boost conversion rates. One of our key projects was for IMPACT FESTIVAL, Europe’s largest sustainable innovation event, where the client needed assistance with improving the digital sale of their tickets.

To address their concerns, we began by conducting a comprehensive UX audit. Using tools like Google Analytics, Hotjar, and Jakob Nielsen’s heuristic evaluation framework, we set out to uncover potential obstacles within the website. Our audit was guided by a defined user behavior funnel, which illustrated the typical journey of a user from the IMPACT FESTIVAL homepage to purchasing a ticket. This approach allowed us to identify areas for improvement and develop strategies to enhance both the conversion rate and the overall user experience.

Once we determined the path, we identified the most relevant pages for the user journey. After reviewing, analyzing, and thoroughly understanding these pages, we realized that some design principles, common UI patterns, and user-centric solutions had not been considered. This resulted in a higher bounce rate, incomplete user journeys, and ultimately a lower conversion rate

With all the information we gained from the audit, we were able to assess the situation and create a proposal to solve all the issues that arose. Besides all the small improvements, our main focus was on redesigning the information architecture of the website.

UX audit.

Competitors research.

User research.

UX definition.

Information architecture.

Wireframes.

Mockups.

Prototypes.

Setting up the WordPress project.

Building page layout and structure.

Ensuring responsive design.

Custom coding for optimization.

Integrating data and event tools.

Optimizing performance (images, CSS, JS, caching).

Thorough testing and debugging.

Setting up and connecting to custom domain.

Deploying the website for public access.

Continuous performance improvements.

Improving the user journey for ticket purchases by redesigning the website's information architecture and implementing user-centered solutions to address high bounce and low conversion rates.

Implementing the website within a two-week timeframe, including developing approximately 10 pages and conducting testing and debugging.

The redesign and restructuring of the website led to significant positive results for the Impact Festival.

These achievements are demonstrated by the following metrics: