Tixr Webspace 

While Millennials are not as strong nightlife attendants as Gen X, venues must reconsider their online presence to keep up

In collaboration with Robert Davari, Austin Neil
10 week UI/UX internship at Tixr
March - June 2016
Web Design, Content Strategy, Branding
Tixr is a modern event-ticketing platform in entertainment, sports and music, where Tixr Webspace is a responsive website template for entertainment venues large and small. I was responsible for UX and UI design for the product, receiving creative direction from the CD and CEO.


Entertainment and nightlife in U.S. is becoming a bit stagnant

According to the Las Vegas Visitor Profile 2015, 61% of all visitors said they went to at least one show. Out of those visitors, 63% of Millennials and 62% of Generation X report entertainment attendance. Millennials attend the most shows with headliners while both Gen X and Millennials attend the most lounge acts. Entertainment continues to attract a event-goers between the ages of 21-39, forcing venues to consider moving their presence online.

About 6,500 nightclubs have shut down within their first year of opening or cut back their hours. The music entertainment industry has slowed down in growth although seeing a spurt in 2013. Social media now drives 6x more ticket sales for electronic music events and poses the need for entertainment venues to digitally evolve.


Milennials would much rather save their money and kick it at home

Reasons why millennials stay in
Milennials value novel experiences that are more aesthetically appealing for social media (Doin’ it for the Gram). They are spending less when going out, whether on tickets or alcohol, and spending more time inside. The impersonal environment of nightclubs and motivation to be healthy draws milennials to other activities.

  • Increase in festival attendance and experiential spending
  • Decrease in alcohol consumption in nightlife settings
  • Ability to socialize through online communities and applications

Customer Pain Points
Customers have difficulty with the current booking process, as well as finding navigation incredibly cumbersome. There's an overwhelming amount of information presented and an antiquated visual representation of modern nightlife reflected online.


Revamping the online presence of entertainment venues

  • Provide seamless booking and navigation
  • Integrate visual interface resonant with demographic between 21-39
  • Include fewer navigation choices to drive ticket sales
  • Utilize Tixr branding identity and style guide when considering visual design elements of Tixr Webspace

To measure the success of the web design, we aimed to see:
  • Decrease in bounce rate
  • Increase in conversions, ticket sales
  • Increase in pages per visit

Information Architecture

Creating a modern and standard structure for nightclubs

After analyzing available navigation options from other entertainment venues such as Wynn Las Vegas, SBE, and 1OAK, the CEO and I detailed requirements for constructing the skeleton. This included:

  • About, Events, Book, Media, Contact, News, Venue and Promotions

Dining, Press, and Shop were optional for certain venues. We focused on creating a redesign for E11EVEN Miami to illustrate the visual identity and capabilities of Tixr Webspace.


Wireframing the basics and
creating modules

For the first week, I looked at Tixr's current web design and a few mockups by the CD to create basic layouts of each page. I started with the Landing, About Us, Booking, Contact, Gallery, and News. This was specific to E11EVEN Miami's requests, but later included other tabs.


Upcoming Events

I created iterations for different modules. There was much more variation and interest in how "Upcoming Events" would look like. I played with 3 to 5 events, with and without event descriptions attached at the bottom, and varying controls.



The calendar needed to show more than one event per day, as E11EVEN would have sports viewings, afternoon and evening performances, and designated happy hour. In trying to maintain an immersive quality, I created a list and expanded view for days with multiple events.

High-Fidelity Screens


Constant communication,
translating a brand

I learned responsive and visual design and strengthened my interpersonal skills while collaborating with Robert and Austin. I would review my work with Robert every week to go over revisions and new ideas. Our consistent conversations helped build a better product.

Due to time constraints of the internship, I did not fully experience the development process, but started playing with Zeplin and learning more about dev specific hand offs. These designs launched in July 2016, showing increases in conversions, pages per visit, and an improved bounce rate.

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