A New Workflow to Improve Admin and Customer Experiences of Events

Overview

The Problem

Green Shirt Studio needed a new process to scale events

Green Shirt Studio’s (GSS) event management process was inefficient and time-consuming for the admin, with repetitive tasks that drained resources. Customers also struggled to find the information they needed, leading to frustration and extra work for the team.

What's at Stake

Without change, event and revenue growth were out of reach

The existing process limited GSS’s ability to expand its events, build a stronger community, and increase revenue. Administrative overload created a bottleneck, making it impossible to scale effectively.

My Role

I took the lead and designed a scalable solution

As the UX Designer and Project Lead, I led the effort to streamline GSS’s event workflows. My work included conducting research, defining user needs, designing solutions, and collaborating with the developer to ensure successful implementation.

The Client

Green Shirt Studio

Green Shirt Studio is a performing arts school based in Chicago, IL.

Project Impact

GSS scaled events and saved time

In the first year, the key business and user outcomes included:

33 events hosted in 2023, up from 6 events in 2022

6% improvement in staff

productivity

6% improvement in staff

productivity

$4K generated through this brand new revenue pipeline

100+ followers gained on Eventbrite

The primary user shared glowing feedback

"The new event workflow has made producing events incredibly easier which has allowed our company to produce events more frequently, with greater variation, and with a lot less effort.”

Jack Schultz

Owner and Artistic Director at Green Shirt Studio

Discovery

I began by conducting interviews to understand the problem

To uncover the root issues, I conducted interviews, mapped admin and customer workflows, and reviewed event communications. This revealed pain points, such as repetitive tasks and inefficiencies, which pointed to areas of opportunity.

A journey map for creating a 10 Minute Play Fest event showing steps and top pain points experienced. This is one of 6 maps that I constructed through interviews, observations, and diary studies.

I began by conducting interviews to understand the problem

A journey map for creating a 10 Minute Play Fest event showing steps and top pain points experienced. This is one of 6 maps that I constructed through interviews, observations, and diary studies.

I sythesized findings into the top pain points

By clustering and ranking the top pain points, I identified the most critical problems to solve. I documented the goals and needs of both admins and customers which help create a clear list of requirements to guide the solution.

The top pain points expressed by the admin and customers.

I sythesized findings into the top pain points

The top pain points expressed by the admin and customers.

I defined personas to better understand admin and customer needs

Documenting users by each event type help me to visualize how needs varied between the six types of events.

The goals and use cases for each type of user. This list informed the requirements for the solution.

I defined personas to better understand admin and customer needs

Documenting users by each event type help me to visualize how needs varied between the six types of events.

The goals and use cases for each type of user. This list informed the requirements for the solution.

With the requirements identified, I designed happy paths for the six types of events

I mapped ideal workflows for each event type to understand the specific content and technical needs. This exercise revealed where I could introduce templates and automation as a way to save time.

An abridged version of the admin experience of setting up and hosting the 10 Minute Play Fest event.

With the requirements identified, I designed happy paths for the six types of events

I mapped ideal workflows for each event type to understand the specific content and technical needs. This exercise revealed where I could introduce templates and automation as a way to save time.

An abridged version of the admin experience of setting up and hosting the 10 Minute Play Fest event.

Implementation

I collaborated with the developer to determine the best implementation method

I researched off-the-shelf event management platforms and chose one flexible enough to support each of the event types. I chose Eventbrite, and we had two options for implenting. Either embed within the Green Shirt Studio website, or strategically link to the GSS Eventbrite page. We chose the latter, as a way to maintain brand consistency.

Through collaboration, the Developer and I found a method of integrating with the events platform while also preserving the brand's look and feel.

I collaborated with the developer to determine the best implementation method

Through collaboration, the Developer and I found a method of integrating with the events platform while also preserving the brand's look and feel.

I used the existing design system to quickly create wireframes

Pulling from the design system ensured the new page would be consistent with the existing website.

I used the existing design system to quickly create wireframes

Pulling from the design system ensured the new page would be consistent with the existing website.

Post-Launch Iteration

We launched the Shows and Events page, then gathered feedback to improve the design

The Shows and Events page at the time of the intial launch.

We launched the Shows and Events page, then gathered feedback to improve the design

The Shows and Events page at the time of the intial launch.

Customer feedback highlighted areas of improvement

A recurring issue we noticed post-launch is that some attendees arrived at events without tickets. I addressed this by updating copy to clarify ticket requirements. The artistic director also made this requirement known through other marketing channels.

The updated Shows and Events page with imporvements called out.

Customer feedback highlighted areas of improvement

The updated Shows and Events page with imporvements called out.

Lessons Learned

Mapping unlocked insights and guided the vision

Mapping the existing process revealed inefficiencies and clarified the relationships between user groups and event types. Creating journey maps of the ideal flows provided a tangible roadmap for building a scalable solution. This project underscored how mapping and diagramming can be powerful tools for uncovering pain points, aligning stakeholders, and creating clarity in complex systems.

Adaptability drove success

Balancing part-time schedules and asynchronous communication were the primary challenges of this project. By introducing a kanban board and collaborative work sessions, we kept the project on track. For me, this project has reinforced the importance of identifying blockers and staying open to changes throughout the process.

Contents

My Role

UX Lead

User Research

Journey Mapping

The Team

Owner and Artistic Director

Lead Developer

Duration and date

5 Months

2022-2023

My Role

UX Lead

User Research

Journey Mapping

The Team

Owner and Artistic Director

Lead Developer

Duration and date

5 Months

2022-2023

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