Redesigning Cadenzo’s Booking Flow to Boost Conversion Rate
Cadenzo is an entertainment tech platform connecting local artists with venues seeking performers. The platform also includes messaging features to streamline communication, aiming to shorten booking timeframes from weeks to hours.
Project Overview
Industry type: Entertainment Tech
Company Size: 11-50 employees
Project Duration: 4 weeks
Service Provided: User research, market research, ideation, prototyping.
KPI: Improve the conversion rate.
Problem Space
The platform suffered from a low conversion rate: a majority of users exited the site without booking an artist or venue. The goal was to identify friction points in the booking process to increase successful bookings.
Analysis of two weeks of screen recordings revealed that 70% of users dropped off at the dashboard, often hesitating over the calendar interface. Many tried clicking around the calendar searching for more information.
Users who selected a date often stalled before proceeding to the deal structure phase.
User feedback highlighted that venues wanted detailed artist histories, past gigs, and deal details, while artists needed info on stage features, seating capacity, and support for payment and logistics management.
UI Analysis & Prioritization
The limited ability to expand pictures, unclear calendar distinction of booked vs available dates, and an ambiguous booking button (hidden in a pop-up) were major UI gaps.
To align with the product roadmap, enhancements focused on enriching shared information between artists and venues rather than adding new band management tools.
Information captured during onboarding was poorly presented in the app, leading to user confusion.
Booking process before redesign
Research & Insights
Design Solutions
Artist Booking Profile:
Added a featured video column showcasing best performances.
Redesigned calendar with clear highlights for available dates.
Removed irrelevant show timing details and pre-set deal structure inputs to reflect real-world variability.
Artist Booking Profile:
Introduced a dedicated photo block highlighting the stage for performance planning.
Added a seating capacity column for better venue assessment.
Booking an Artist
Booking a Venue
Outcome
The conversion rate improved significantly after implementation, with ongoing tracking planned to validate and further optimize usability.
Reflection
This project emphasized the importance of prioritizing development efforts in line with the product roadmap and leveraging observational and feedback data to improve existing products effectively.