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.

Computer screen displaying a digital event or venue platform with a grid of photos of a bar, DJ, woman drinking, party scene, microphone, women at a bar, and a neon-lit room. Details include location Mercury Lounge, 1747 South Boston Avenue, Tulsa, Oklahoma, and a June 2022 calendar.

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.

A digital booking webpage shows a calendar for May 2022 with available dates marked with purple circles, and options indicating the place offers activities for all ages, with music inside and a prep room.

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.

A webpage showcasing a music band called Double Barrel from Tulsa, Oklahoma. The page includes photos of band members playing instruments, a calendar with selected dates in June 2022, social media icons, and a featured video of a person playing guitar.

Booking an Artist

Screenshot of a web page for Mercury Lounge, a nightclub in Tulsa, Oklahoma. The page shows a photo collage of the lounge's interior, a concert scene, people enjoying drinks, and a microphone. The page includes details like the address, capacity, amenities, and a calendar for booking reservations.

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.

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