Boosting Sales: How I Designed a Dashboard to Maximise Ticket Sales for The UX Conf
At a glance, the organiser of The UX Conference wanted a one-stop destination to access and manage sales for the annual ticketed event.
My Role
UX UI Design lead
Timeline
1 Week
Core Activities
Business Research
Low-Fidelity Wireframing
High-Fidelity Wireframing
Sneak peak
Background
The UX Conf is an annual UX design conference offering both in-person and virtual tickets. Currently, the organiser uses Eventbrite for ticket sales and an Excel database for customer management, but they require a more effective, unified system. This is where I stepped in to identify their needs and desired outcomes.
The Challenge
Key challenges include prioritising the most critical data elements to provide a clear overview of sales while also incorporating detailed insights that enable organisers to target sales, make adjustments, and manage events more effectively. Achieving this requires the dashboard to strike a careful balance between clarity, usability, and functionality, ensuring that users can quickly access actionable information without being overwhelmed.
During the briefing with the client, we collaboratively established the key pieces of information that will help them manage their ticket sales more effectively, track performance, and boost sales. The key requirements identified are as follows:
View Total Net Sales: This will enable the client to determine profitability.
Monitor Number of Spaces Left: This is crucial for managing ad spend effectively, especially as the date of the conference approaches.
Access Latest Orders: This functionality will allow for quick amendments, refunds, or receipt exports, with the ability to search by the ticket buyer's name or order number.
Analyse Customer Locations: Identifying which countries to invest further in ads, based on customer demographics.
Track Website Traffic Sources: To evaluate the effectiveness of marketing campaigns.
Filter Data by Location and Date Range: Providing a contextual overview for better analysis.
These requirements will provide a comprehensive toolkit for the client to optimise their ticket sales strategy and marketing efforts.
Key Requirements
Low-Fi Wireframes
Home - Dashboard overview
Home - Dashboard overview, Alert
Location
Sales/orders
Spaces
UX Conf website traffic
High-Fi Wireframes
Dashboard overview
The elements I deemed essential to include in the dashboard overview, in alignment with the client's brief, are as follows:
Total Sales: To evaluate whether sales are on track to reach the break-even point or achieve the target goal.
Customer Location: To identify geographical trends and strategically focus advertising investments where they will be most effective.
Website Traffic: To monitor the effectiveness of paid advertising campaigns and adjust strategies as needed.
Latest Orders: To enable a quick overview of recent transactions with ability to editing orders, processing refunds, or exporting data.
Home - Alerts
Alerts
Notify the organiser about incoming messages and any planned maintenance for the dashboard
Sales
The Client wanted to clearly see sales so I included the following:
Total sales
Showing break even and target
Profit
Total profit achieved
Sales
In person tickets and virtual
Negative sales
Refunds and cancellations
Order details
List of all orders with ability to edit orders, process refunds, or export data.
Spaces
The primary expense for the organiser is venue hire, making it essential to track seat sales to ensure profitability. To assist with space management I included the following features:
Venue Spaces: Displays the number of remaining seats.
Sales Comparison: Allows organisers to compare current performance with previous years.
Suggestions to Boost Sales: Provides helpful tips to increase ticket sales.
Venue Information: Offers key details such as location and contact information for quick reference.
Location
To assist with ticket management the client requested a breakdown of customer locations. I included the following features:
Customer Location Map: A visual representation of where customers are coming from.
Customer Location Percentage: A breakdown of customer distribution by area.
Venue Information: Key details such as address and contact information.
Targeted Marketing Suggestions: Insights on how to attract customers from specific locations.
Website Traffic
The client needed insights into website traffic to support sales efforts. I included the following features:
Traffic Source: A ranked list of traffic sources by percentage, with filters for year, quarter, and month.
Conversion Rate: The percentage of visitors who complete a desired action.
Bounce Rate: The percentage of visitors who leave without interacting.
Traffic Source Breakdown: Detailed insights for each traffic source.
Traffic Location: A percentage breakdown of visitors by location.
Sales Improvement Suggestions: Actionable tips to boost conversions.
WhatI learn from this project
This project reinforced my belief that clarity and simplicity are essential in UX UI design but especially within dashboard design. Data can be overwhelming if not structured effectively so maintaining information hierarchy and intuitive layouts was key. This experience deepened my understanding of how great UX can turn complexity into clarity.