Live! Districts - The destination for an epic time.
A website redesign.

My Role: Associate UX Designer, Wireframes Sketches, Mid-Fidelity, & Prototyping

Duration: 3 Months

Team: UX Designer, Visual Designer, Project Manager, Dev Team

Introduction
Live! Districts are a vibrant, year-round destinations offering “365 nonstop entertainment” and exceptional hospitality. However, as visitor traffic increased across district sites, the existing experience fell short of capturing the dynamic energy and providing a seamless interaction for both front-end and back-end users.

To address this, we embarked on developing a new component-based system that ensures brand consistency while enhancing scalability on mobile and desktop devices.

Our goal was to deliver a seamless user experience alongside a new design system that allows full customization across all locations.

The Problem:

  • The existing site lacked the signature "Live!" energy and excitement
  • District sites were not consistently aligned with brand standards across all locations.
  • The site’s navigation was not user-friendly, leading to drop-offs at various stages.

The Solution:

  • Develop a new component library to enhance backend user efficiency.
  • Redesigning the site with intuitive navigation to reduce user confusion.
  • Align the new system with business goals and operational needs.

The Goal:

  • Meet the needs of stakeholders
  • Deliver a refined and engaging user experience.
  • Maintain brand consistency across all district sites.
  • Develop a new design system to streamline backend processes and that captures the signature “Live!” energy
Research & Discovery

Overview of current site

After conducting a brief heuristic evaluation across all 12 existing Live! Districts properties, I was able to identify several recurring usability issues and design inconsistencies that impacted the overall user experience. Which then was passed to the stakeholders to give them a more technical understanding as why their current site wasn’t generating enough revenue in ticket sales.

Working with Stakeholders

Through stakeholder interviews, we identified four key needs for the site.

Current Design

  • The site fails to showcase the full range of experiences available
  • Site is hard to navigate which often prevents them from discovering the full range of experiences available at Live!

Current Navigation

  • The average user typically required 3-4 clicks to find the information they needed
  • Stakeholders wanted to reduce the number of clicks to access information

New Component System

  • The backend limitations contributed to the lack of engaging content and flexibility

Targeted User

  • Identified the main target audiences were young party-goers who rely on their phones

Sitemap Creation

We structured key content with a card sorting exercise, allowing us to categorize information effectively and create a more organized, user-friendly layout.

Removing: Sports, Community, Live, Work, FAQs, and Explore
Ideate

Primary Sketches

In the stakeholder interviews, it came up that the site needed more visuals, videos, and interactive elements to keep users engaged.

Mid-Fidelity Wireframes

After presenting the first round of wireframes to our stakeholder’s we were met with changes.
‍
Events Section on HomepageThey mentioned they wanted to highlight:3 Featured events,instead of the 1
Across All Pages Add a "buy tickets" sticky button to revenue more ticket sales
Mobile Menu
Add a link for their "newsletter" and for "contact us"
Restaurant Detailed Page
Stakeholders mentioned that they wanted to have 2 CTAs to reserve a restaurant

Hi-Fidelity Wireframes

Key Take Aways

Projected Outcomes

In the stakeholder interviews, it came up that the site needed more visuals, videos, and interactive elements to keep users engaged. So, when I was sketching out the wireframes, I made sure to add sections for imagery and events to help boost ticket sales!

Increase leads by 25%

Since the majority of Live!'s users access the site via mobile devices, enhancing the mobile experience will drive higher revenue and reduce drop-off rates at key points. By incorporating more prominent CTAs and enhancing overall imagery, users will gain a clearer understanding of the available resources. This improved visibility will encourage them to explore the site further and engage more deeply with the offerings.

Project Takeaways

This project taught me invaluable lessons about working under pressure, collaborating with a team, and the importance of intentional design in every detail. By working closely with the lead visual designer, I gained insights into other critical aspects of the design process, such as creating a complex component library and understanding the limitations of certain experience platforms. I also had the opportunity to collaborate with developers to ensure our designs were feasible and functional. This experience will stay with me, and I’m excited to apply the knowledge and skills I gained to future projects, particularly when working with clients.