Livingsocial Events was expanding its inventory in large markets and we needed a way to 1) help users find relevant content and discover new things to do in their city 2) consolidate templates for the pre-existing events platform with the Adventures platform on desktop and mobile.
We started by uncovering how users plan for events through user interviews. We discovered that most users either have a type of event they are looking to do in mind and/or a time-frame, usually for the up-coming weekend. In addition, we analyzed purchase behavior, which showed us that users tend to buy within two-weeks of an event, further making the case to include a section that addresses this week and/or weekend. We also conducted a card-sort exercise to determine the correct way to organize our inventory into categories and use language that resonated best with users. Sketching sessions and product/design/dev brainstorming led to design outcomes that we rapidly user tested through clickable html prototypes. These learnings informed our MVP and phase 1 approach shown below.
User research and testing prototypes informed a landing page design that organized our events by category (with locking sub-nav) as well as a high-level overview of what was going on this weekend. We landed on a solution that received rave reviews and comments from users. Phase 2 will include the ability to swipe between weeks, depending on the result and interaction we see from phase 1. The weekend email strategy groups our inventory in a relevant and useful way and gets users anticipating our content each week in order to help them plan. In addition to the landing page, optimization tweaks were made to the events deal pages to accomodate video assets, maps, host information, and custom editorial sections.