Dashboard Optimization of Eventix Ticketshop

Team members: Debargha Dey, Emanuela Cozzi, Lindsey van der Lans, Marjolein Wintermans
Advisor: Ivor Grisel, TU/e
Role: User researcher, Interaction Designer, Prototype developer, Data visualization researcher



I worked with 3 other people on a design case for Eventix, an online e-ticket solution for event organizers all around the word. Their customers are festivals, theaters, business, and sports events. The service is delivered to their customers via an online platform, where an organizer can create an event and immediately start selling tickets. Event organizers are able to get an overview of their ticket sale statistics on the event dashboard.

The goal of our team was twofold:

  • Redesign the dashboard
  • Optimize event-creation workflow

Redesigning the dashboard
The fact that one organizer can have different events, at different time slots, different locations, or a combination of these factors thereof leads to a complication in effective presentation of this data. Additionally, the platform is used by four different kinds of users (business, concerts and theaters, festivals, and sports events) who might have different data visualization needs. This called for an efficient, intuitive, and precise presentation of this complicated data that will aid event organizers’ interpretation of key business insights and drive strategy.

Optimization of event-creation workflow
The current workflow to create an event on the Eventix platform is inconsistent, confusing, and repetitive. Our team worked on optimizing and improving this flow, which in turn drove how the data presentation in the dashboard worked.



Our team conducted telephone interviews with current users of Eventix to gain insight and understand user requirements. Additionally, we also interviewed users of other similar event organizing portals (like Ticketmaster and Eventbrite) as a competitor analysis execution and provide Eventix an even better position at the market. With these results, we were able to add new elements to their service.

One of the biggest challenges of this redesign was identifying the optimal method for visualizing the complex data that the dashboard needed to show. Depending on whether the user was looking at one or multiple events, one or multiple locations, and one or multiple times per event and location, this gave rise to a need to present this extremely complex information in a coherent and simple and intuitive form, and in limited space. I undertook the role of user researcher and data visualization researcher in this context.

Representative images for design caseOur team adopted standard best practices and transformed our findings into low-fidelity prototypes by creating wireframes. We iterated over our results several times, and after incorporating required refinements, we created a high-fidelity prototype using the Axure prototyping tool and ran user evaluations to gauge the success of the new workflow. We conducted a series of usability testing on this prototype to test the workflow and data interpretation and used these findings for our subsequent designs, which were developed in Adobe Illustrator as final deliverables.



The end result was a new and refined event dashboard for the Eventix platform. The benefits were that of fluid data visualization, improved layout, and intuitive workflow for creating an event from scratch on the platform. Additionally, we also created and delivered a number of email templates for various types of events incorporating data visualization best practices that was detailed enough to present the most relevant information in a digest form to the event organizers, without overwhelming them with too much information.

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