Executive Summary

The ACTIVE Event Details page redesign focused on boosting event registrations and restoring visibility for the ACTIVE Advantage membership, which had been deprioritized in a previous initiative—impacting revenue. Through data analysis, stakeholder interviews, and user research, I uncovered issues with visual design, hierarchy, and cross-selling. The new layout improved clarity, content flow, and strategically highlighted membership, creating a more engaging and conversion-focused experience.

Product Brief

Active.com is an activity management and ticketing website that has 9 million unique visitors a month.

The Problem

The event details page lacked focus, leading to a decline in ACTIVE Advantage membership conversions. A prior initiative aimed at increasing activity signups inadvertently deprioritized Advantage memberships, which significantly impacted revenue. However, event signups did not increase enough to compensate for this loss, making it clear that a balanced approach was needed to drive both event registrations and membership conversions.

The Goal

Redesign the event details page to optimize event registrations while enhancing the visibility and perceived value of an ACTIVE Advantage membership.

Responsibilities

I was responsible for:

✔ Information Architecture: Analyzed and restructured the content layout to improve navigation and user flow.
✔ Wireframing & Visual Design: Created wireframes and high-fidelity layouts to define structure and bring the interface to life.

Tools Used

🎨 Sketch – Wireframing and UI design.
📱 InVision – Prototyping and collaboration.
👣 FlowMapp – Visualizing user journeys.

Understanding the User & the Root Problem

To ensure I addressed the core issues, I analyzed page analytics to identify drop-off points, conducted stakeholder interviews for business insights, reviewed organizer feedback, and assessed UX research from surveys and user interviews to understand customer behavior.

Key Findings

• Uninspiring Visual Design: The existing page lacked visual appeal, failing to highlight key event details effectively.
• Poor ACTIVE Advantage Visibility: Membership benefits were buried within the page, leading to a sharp decline in conversions.
• Cluttered Layout & Confusing Hierarchy: Too many options competed for attention, making navigation overwhelming and reducing conversions.

Competitive Analysis & Exploration

To inform the redesign, I conducted a competitive analysis of event management platforms and high-performing booking sites. I studied how these platforms optimized registration flows and integrated cross-selling strategies without disrupting the user experience.

With clearly defined problem areas, I initiated the ideation phase by sketching multiple layout concepts to enhance the user journey. I translated these ideas into mid-fidelity wireframes, facilitating early stakeholder feedback and ensuring iterative refinements aligned with user needs and business objectives.

The redesigned event details page focused on two primary goals:

1. Improving event registration flow: A cleaner, more structured layout ensured that users could quickly access key event details and complete their registrations seamlessly.
2. Enhancing ACTIVE Advantage visibility: Membership benefits were strategically placed within the user’s journey, reinforcing value without being intrusive.

The final design included:

• A more engaging and visually dynamic layout
• A clear call-to-action for both event registration and Advantage membership
• A decluttered interface with intuitive navigation and improved content hierarchy

Through this project, I reinforced key UX principles:

🔹 Simplicity Drives Conversions: Reducing distractions and focusing on core user actions significantly improves conversion rates.
🔹 Contextual Cross-Selling is Key: Users are more likely to consider an upsell when the value proposition aligns directly with their immediate goal.

The redesigned event details page successfully balanced business objectives with user experience, driving both event signups and Advantage membership conversions.