500 events
published per month
4 mln
unique visits per year
Afisha.md is a platform for buying tickets to concerts, exhibitions, plays, and movies. I will tell you about how we redesigned the web platform for administrators. They have access to a wide range of data and perform multiple tasks, such as: adding, editing and deleting events; controlling the number of available tickets and their categories; helping with refunds, cancelations and ticket exchanges etc.
About
Team
1 product manager
1 product designer
1 backend engineer
2 frontend engineers
1 product designer
1 backend engineer
2 frontend engineers
Resposibilites
Discovery & research
Mindmapping
Information architecture
User flows
Visual design & prototyping
User testing
Design delivery
Mindmapping
Information architecture
User flows
Visual design & prototyping
User testing
Design delivery
Problem definition
Afisha.md admin panel as is
Consistency and Standards
There is too much data without a clear visual hierarchy and is hard to read
Aesthetic and Minimalist Design
The data looks cluttered because of unnecessary dublications, increasing the cognitive load on the user
Recognition Rather than Recall
Elements are confusing and across the table same entities look different
Stakeholders wanted to sell the franchise to other companies. But the platform needed to be redesigned because, the interface of the existing platform was unfriendly to the user. Stakeholders approached us to do a redesign.
Because of the overloaded and non-consistent interface, platform employees spent a lot of time trying to process a customer's refund request or find the necessary transaction information. Even to the naked eye, the platform contained a bunch of heuristic problems. Here is some of them.
Discovery
There were several key roles, but we decided to focus on the Administrator (superadmin) role because he had the most responsibilities and access to the system.
I conducted interviews with platform administrators, cashiers, event organizers, discussed with them what tasks they perform and what problems they face. I found out that they all couldn't remember where the necessary functions were because the interface was cluttered with other elements that the users weren't using. In addition, there were different levels of access to the platform. I systematized the information received about roles and their functions in the form of a scheme.
Decluttering the user experience
As part of the redesign, we moved the personal account access to the website header and split user flows into clear sections available via a dropdown menu. We tested these changes next in the Usability testing phase.
Let me tell you about one of the UX problems which we identified. The problem was the structure of the personal account. Users could have multiple roles —
for example, buying tickets for themselves and managing events as organizers — but all functions were grouped on a single page. This navigation was confusing for users.
for example, buying tickets for themselves and managing events as organizers — but all functions were grouped on a single page. This navigation was confusing for users.
After
Separation of access based on roles
Organizer access
Customer access
Separating user roles into distinct sections makes navigation faster and more intuitive
After
When a user only has access to buy event tickets
Before
Multiple roles on the same page
Organizer access
Customer access
Cashier access
Without clear separation between roles, the personal account became overwhelming and unclear
Setting up the structure
After learning the responsibilities and capabilities of the administrator, I created a revised and simplified information architecture that focused on analytics and simple event management.
Ideas to action
Based on the new architecture, I began to design modified layouts. I sketched countless ideas, brainstormed various possibilities with my product team, created high-fidelity wireframes.
Usability testing
Afisha.md admin panel as is
The result of the previous stages has been translated into a Figma prototype and Maze. I wrote a test script and then ran unmoderated tests with 10 users. As tasks we used examples of frequent tasks of administrators - refunds, viewing analytics for all events and for a specific one.
We measured the Number of Clicks and Task Completion Time. These metrics were tracked to evaluate how efficiently users can complete key actions, how quickly they will complete a task in the new interface and whether they are able to achieve their goals without confusion.
Task Completion Time
Task Success Rate
Low misclick rate
List of payments
After
Before
Visual design
After testing, we implemented edits and improvements, allowing us to proceed to the visual design stage. This included defining the rules for constructing interface elements such as tables, forms, and spacing systems, as well as addressing edge cases within the platform.
Statistics
After
Before
Columns allow you to more quickly read and compare specific sales volumes by day
Metrics are placed in separate cards with an accent on numbers. This solution improves the scannability of the information
Tabs allow you to quickly switch between different analytical sections
Payments and refunds
Payments and refunds
Adding a promo code
Revenue reports for all events
Outcomes
Our team was able to redesign the tool to handle customer data and transactions. By grouping user capabilities by role, refreshing the design and removing redundant features - we reduced Task Completion Time by 41,14% and the Number of Clicks time by 42,86%. We automated statistics for platform administrators. Now they have a better understanding of what sources clients come from and through which payment systems they most often pay.
The project has been sold to franchisees, and now we are gathering analytics to understand how partners use the platform and what can be improved.
-42,86%
The Number of Clicks has dropped
+41,14%
Task Completion Time has improved by
