The Concourse Project

Project Overview
For The Concourse Project, I played a pivotal role in shaping the brand’s identity and user experience for this dynamic music venue in Austin, TX.

My responsibilities included creating launch materials, welcome screens, touts, and modals, along with designing detailed mockups that captured the venue's modern and versatile atmosphere.

Email Campaign

Marketing

Social

Client / Kelly Gray

View Work

My Contributions
I adhered to brand guidelines to ensure consistency across all touchpoints while developing compelling copy and graphics that resonated with the target audience. My work involved creative ideation, interaction design, and interface design to craft an engaging and intuitive user experience.

Additionally, I contributed to the layout and visual design of the venue's digital presence, supporting marketing campaigns through user research and targeted design strategies that highlighted the unique offerings of The Concourse Project, from premier dance music events to large-scale festivals.

Challenge & Business Goal

The Concourse Project sought to develop a dynamic and user-friendly digital presence for their venue in Austin, TX, known for hosting high-energy music events and large-scale festivals. The goal was to craft a digital experience that not only resonated with their audience but also reflected the modern, versatile atmosphere of the venue. The challenge was to deliver an engaging user experience while maintaining the brand identity across various touchpoints and devices.

My Approach

UI/UX Strategy: Developed interactive elements such as launch materials, welcome screens, touts, and modals, focusing on user flow, accessibility, and consistent branding.

Brand Consistency: Ensured design elements adhered to brand guidelines, maintaining a cohesive look and feel across both digital and physical spaces.

Visual Design: Crafted detailed mockups that conveyed the venue’s modern vibe while ensuring usability. The design aimed to highlight the venue's unique selling points—from premium events to diverse experiences.

Persona Development: Created and refined 4 personas based on user interviews and surveys, which were integrated into the design process to better align with user expectations and behaviors.

User Research: Used personas and user feedback to inform design decisions and improve engagement with key audiences.

Findings & Insights

✅ User-Centered Design Focus: Through continuous persona updates and feedback, the design reflected a deep understanding of users’ goals, needs, and pain points.

✅ UI Interactivity: The mockups incorporated interactive UI elements that elevated the user experience, ensuring easy navigation for both event-goers and festival attendees.

✅ Brand & Atmosphere Alignment: The modern, versatile visual style aligned with the energetic and cutting-edge vibe of The Concourse Project, making it resonate with the target demographic.

✅ Responsive Design: The design ensured that the venue’s website was optimized for multiple devices, particularly mobile, to reach users on-the-go.

Business Impact & Results

🎯 Enhanced user engagement by making event navigation intuitive and accessible, improving the experience for users browsing events or purchasing tickets.

🎯 Strengthened brand identity through consistent visual and interaction design, creating a strong connection between the online experience and physical venue.

🎯 Improved ticket sales and event bookings through clear calls-to-action and engaging event pages.

UI Design Process

Visual Style & Guidelines

Style Choice: The design was modern and energetic, using a bold color palette, dynamic typography, and interactive UI elements to mirror the high-energy atmosphere of the venue.
Guidelines Followed: The design adhered to Material Design principles, ensuring consistency in UI elements and creating a smooth user experience across various platforms.
Platforms & Devices: The UI was primarily created for web and mobile devices to ensure a responsive and optimized experience for users browsing on both desktop and mobile.
Final Design Learnings: The personas played a critical role in making design decisions, particularly in addressing key pain points such as navigation and event discovery, ensuring the final product resonated deeply with the target audience.

UI Design Reflection

By integrating personas and conducting user research, I was able to create a UI that reflected the core needs of the audience. The design was intuitive, vibrant, and aligned with the brand’s mission to offer a memorable, immersive experience for its visitors, whether they were attending a small event or a massive festival.

The final interface aimed to reduce friction and enhance engagement, helping users quickly find the events they cared about and driving higher conversion rates for ticket sales.