Event Ticketing Platform, website
Stage Stubs is a purpose-built ticketing platform crafted specifically for the performing arts community in the United Kingdom. Unlike generic ticketing tools, it empowers dance schools, theatres, and small venue organizers with an intuitive, affordable, and fast way to sell tickets.
MY ROLE
UX/UI Designer
DURATION
From June 2021 - November 2021
TEAM
Backend Developers (3), QA Testers (2), Frontend Developers (2), CEO, Marketing Team.
SCOPE
From research to high-fidelity UI, and improving usability, scalability, and user satisfaction.
INTRO
When I joined the Stage Stubs project, the platform was trusted by many in the UK’s performing arts community - but its outdated interface and clunky checkout experience were holding it back. Event organizers were frustrated, ticket buyers were dropping off, and the brand was losing momentum in a competitive space.
As a UX/UI Designer at Raviga Group, I led a full product redesign to turn Stage Stubs into a modern, accessible, and reliable platform. By deeply understanding the needs of both organizers and attendees, we delivered a streamlined experience - from event setup to mobile checkout. The result? Happier users, more events, and a growing community that finally felt heard.
PROBLEM
Before the redesign, Stage Stubs was struggling. Despite its niche in the performing arts world, the platform’s outdated design, clunky event setup flow, and poor mobile experience were turning users away. Event organizers found it difficult to manage ticketing and track sales, while attendees were frustrated by long checkout steps and lack of trust signals. Conversion rates dropped. Support requests piled up. The platform wasn’t keeping up with user expectations - and the competition was catching up fast. It was clear: if we didn’t act soon, the show might not go on.
GOAL
The goal of the Stage Stubs redesign was to transform an outdated, hard-to-use platform into a modern, user-friendly experience tailored specifically for performing arts organizers and their audiences.
We aimed to:
SOLUTION
A side-by-side look at how the new Stage Stubs redesign solved real usability problems and modernized the user experience.
I focused on simplifying the core user flows, reducing friction during ticket booking, and giving event organizers a cleaner, more intuitive UI. Below, you’ll find direct comparisons between the old and new designs, each highlighting a specific improvement or key feature.
Before
The previous interface felt outdated, visually heavy, and lacked structure. Key actions weren’t clearly prioritized, making it hard for users to navigate or trust the platform. The overall layout was cluttered and didn’t effectively guide users toward taking action.
After Redesign
The redesign introduces a clean layout with clear hierarchy, modern visuals, and focused call-to-actions. Information is well organized, making it easier for users to explore events, sell tickets, and feel confident using the platform.
SOLUTION
The previous website wasn’t mobile-responsive, making it difficult to navigate or book tickets on smaller screens. The layout didn’t adapt well, and users often had to zoom or scroll awkwardly to complete actions.
The redesigned experience is fully mobile-responsive, with optimized layouts for browsing events, selecting seats, and checking out. Everything is built with mobile-first behavior in mind, making it seamless for users to interact with the platform on the go.
Book a ticket
Find events
Book a ticket 2
RESULTS
The redesigned Stage Stubs platform delivered measurable impact across both user experience and business KPIs — validating our design decisions and reinforcing the importance of user-centered thinking.
Here’s what we achieved together with our team:
215%+
Ticket sales increased
70%
Rise in organizer adoption
-42%
Checkout time dropped
-35%
Support ticket volume decreased
Qualitatively, users described the experience as “streamlined,” “professional,” and “finally easy to use.” Many organizers previously juggling spreadsheets and DMs now called Stage Stubs their “go-to platform” for event logistics.
PROCESS
To redesign Stage Stubs, I followed a four-phase process: Define, Research, Design, and Evaluate. This structured approach helped me align with business goals, uncover real user frustrations, prototype clear solutions, and validate improvements through testing. Each step built toward a user-first platform that’s now faster, simpler, and easier to use for both buyers and event organizers.
RESEARCH
To ensure the redesign of Stage Stubs was both strategic and user-centric, I began by analysing key competitors in the UK ticketing space - including Eventbrite, Ticketmaster, and Skiddle. This research helped surface recurring UX patterns, gaps in functionality, and opportunities for differentiation.
While major platforms excelled at large-scale event logistics, they often lacked simplicity and affordability for smaller, niche organizers like dance academies or community theatre groups. These insights directly informed design decisions, from simplifying event creation to reducing checkout friction - ultimately positioning Stage Stubs as a more accessible and focused alternative in a saturated market.
COMPETITORS
TARGET AUDIENCE
To design a platform that truly resonates, I needed to understand who Stage Stubs served — and where they came from. Using platform analytics, I segmented both users and organizers by country. Unsurprisingly, the UK dominated with 61% of users and 73% of organizers, followed by Germany and Italy. This helped validate our UX copy tone, mobile priorities, and timezone-based event logic.
USer Persona
Through interviews and user-generated feedback, I crafted detailed personas like Pamela, a time-poor senior lecturer and mom of three, and Jennifer, a solo entrepreneur managing events while seeking new revenue streams. These profiles helped anchor design decisions around trust signals, ease of setup, and reducing cognitive load.
User Interviews
To bring qualitative depth, I conducted structured interviews with both attendees and organizers.
For attendees, we explored:
What motivates ticket purchases?
What breaks trust in a platform?
What features would make the process more reliable?
For organizers, I focused on:
Frustrations with creating and managing events
Visibility concerns
Fee sensitivity and payout timing
Pain Points
From the interviews and analytics, I identified 7 core user pain points:
User Needs
After identifying pain points, I distilled them into core user needs across both sides of the marketplace.
Customer Journey Map
To see where users felt friction, I created a customer journey map that visualized user actions across 6 stages:
Awareness → Consideration → Purchase → Post-Purchase → Use → Repeat
DESIGN
I redesigned the sitemap to reflect user intent - separating flows for buyers and organizers, reducing dead ends, and streamlining key actions like event discovery and checkout. The new structure simplified navigation and made both sides of the platform easier to use.
DESIGN
DESIGN SYSTEM
To bridge the gap between design and engineering, I used Vue Design System components as the building blocks for the Stage Stubs interface. Vue’s modular approach allowed us to build reusable interface patterns — like form elements, dropdowns, and modal flows - that felt cohesive across the platform.
This system made handoff smooth and kept implementation aligned with the design intent. It also gave developers a shared language and visual consistency that translated into fewer bugs and faster QA. The result? A scalable UI system that not only looked polished but was built to last.
DESIGN SYSTEM
To speed up early UI decisions and maintain visual consistency across screens, I adopted Tailwind CSS as the foundational utility framework. Its atomic class-based approach let me rapidly prototype UI layouts without sacrificing scalability. Tailwind’s responsiveness and sensible defaults helped ensure that the Stage Stubs experience performed smoothly across all screen sizes - especially on mobile, where our conversion doubled.
By using Tailwind’s prebuilt utility patterns, I was able to focus less on pixel-perfect spacing and more on experience architecture - shipping faster while staying consistent.
WHAT I LEARNED
Design isn’t just about making things look better — it’s about reducing friction, building trust, and empowering users. Through research and testing, I learned how even small blockers (like unclear CTAs or confusing setup steps) could impact business outcomes. More importantly, I saw how a focused redesign could turn an outdated platform into a tool users actually enjoy.
NEXT STEPS
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