Conceptualizing a premium feature
WeDance is a dance calendar website, mostly in major cities of Germany. The platform rocks between dancers, artists and event organizers. The target audience for this project was event organizers, they represent approximately 40% of all customers of WeDance' website.
Role
Product Designer
Client
WeDance
Date
November 2022- March 2023
WeDance
Conceptualizing a premium feature
WeDance
Conceptualizing a premium feature
WeDance
WeDance is a dance calendar website, mostly in major cities of Germany. The platform rocks between dancers, artists and event organizers. The target audience for this project was event organizers, they represent approximately 40% of all customers of WeDance' website.
Role
Product Designer
Client
WeDance
Date
November 2022- March 2023
How can we design our product in a way that convinces event organizers to book all their upcoming events with WeDance? And how to push existing users to plan all events in advance?
I identified some business challenges that revolves around the announcement of events.
Organizers are publishing their entire event calendar for the year, catching us off-guard
We lack a clear indication of when organizers have finished editing events and are ready for publication
Our subscribers become too disturbed with bunch of notifications for the upcoming year
Starting the project i only knew these information:
Event organizers use 4 to 7 different services to set up one social dance event offline
Organisers got promoted with us and artists were found for their performances
Current user flow doesn't include the option to make revenue
By attracting more event organisers, we consider adding more dancers and artists soon.
Note: Organizers have the ability to create as many events as they want, and to be promoted through our social media channels. Completely free
How can we design our product in a way that convinces event organizers to book all their upcoming events with WeDance? And how to push existing users to plan all events in advance?
I identified some business challenges that revolves around the announcement of events.
Organizers are publishing their entire event calendar for the year, catching us off-guard
We lack a clear indication of when organizers have finished editing events and are ready for publication
Our subscribers become too disturbed with bunch of notifications for the upcoming year
The team and i organized multiple interviews with dance event organizers to understand their pain points when organizing events and the findings were quite insightful
The average preparation process for an offline social dance event involves important steps, including finding a suitable venue, booking an artist or performer, and preparing advertisement banners while running a Facebook campaign.
According to the creators, they dedicate an average of 7-10 hours per week to each event, covering various tasks such as event setup, promotion, and management.
Booking a venue and an artist should be done in advance, sometime in 1 year.
The team and i organized multiple interviews with dance event organizers to understand their pain points when organizing events and the findings were quite insightful
From our interviews, we mapped out the milestones of our target groups’ flow.
Finds an artists for their event
Goes to dance platform and publishes a new event
Promotes their event
Selling the tickets
Makes payments for Artists
Event
From our interviews, we mapped out the milestones of our target groups’ flow.
Finds an artists for their event
Goes to dance platform and publishes a new event
Promotes their event
Selling the tickets
Makes payments for Artists
Event
New Vision
The main action of every event organiser is creating promotion ads for the event. That's why we have the options for "Create Free Event" screen in the beginning of the userflow.
And since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
New Vision
The main action of every event organiser is creating promotion ads for the event. That's why we have the options for "Create Free Event" screen in the beginning of the userflow.
And since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
Organizers are different.
Since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
Organizers are different.
Since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
Organizers are different.
Since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
Organizers are different.
Since WeDance knows that customers have different struggles, for this reason we designed 2 options for business
Different states
Different states for Basic account, which also show benefits of Premium
Differeent States
Different states for Basic account, which also show benefits of Premium
Different states
Different states for Basic account, which also show benefits of Premium
Differeent States
Different states for Basic account, which also show benefits of Premium
We conducted usability testing and user interviews with our target audience to gauge design usability and their interest in the premium feature. Key insights included..."
8 out 9
will not use the premium feature
6 out 9
struggle with making flyers for events
6 out 9
Preferred premium features to be independent from each other
These insights helped us understand that there is not enough trust between the platform and customers.
We conducted usability testing and user interviews with our target audience to gauge design usability and their interest in the premium feature. Key insights included..."
8 out 9
will not use the premium feature
6 out 9
struggle with making flyers for events
6 out 9
Preferred premium features to be independent from each other
We conducted usability testing and user interviews with our target audience to gauge design usability and their interest in the premium feature. Key insights included..."
8 out 9
will not use the premium feature
6 out 9
struggle with making flyers for events
6 out 9
Preferred premium features to be independent from each other
These insights helped us understand that there is not enough trust between the platform and customers.
We conducted usability testing and user interviews with our target audience to gauge design usability and their interest in the premium feature. Key insights included..."
8 out 9
will not use the premium feature
6 out 9
struggle with making flyers for events
6 out 9
Preferred premium features to be independent from each other
What i got back
This project made me realize the importance of simplifying digital experiences.
Organizing weekly dance events for 100 attendees was challenging but rewarding.
It honed my skills, including adapting to new challenges like working with a design system.
Failing twice validated my commitment to curiosity and continuous learning.
What i got back
This project made me realize the importance of simplifying digital experiences.
Organizing weekly dance events for 100 attendees was challenging but rewarding.
It honed my skills, including adapting to new challenges like working with a design system.
Failing twice validated my commitment to curiosity and continuous learning.