The Luxembourgish event market, is characterized by a multilingual and diverse population, with a significant portion of users coming from neighboring countries. The market relies heavily on digital platforms to promote events and sell tickets, though there is a notable reliance on call centers and physical sales points. Mobile platforms dominate user traffic, emphasizing the need for a strong mobile-first approach in event promotion and ticketing. The market also faces challenges related to under-optimized homepages, low visibility of event platforms, and the need for better integration between platforms like "Events in Luxembourg" and "Luxembourg Ticket."

Additionally, there is a growing demand for enhanced user experiences, such as simplified event discovery, streamlined ticket purchasing, and improved digital communication. The event industry in Luxembourg must adapt to these evolving consumer expectations, leveraging better digital strategies to drive online engagement, increase ticket sales, and reduce the burden on traditional sales channels.

Improve the digital experience of the platforms associated with Alac by focusing on user-centric design and strategy. Key challenges include confirming project scope and roles, analyzing user needs, optimizing the digital experience based on analytics, and potentially merging or rebranding platforms to enhance cohesion and user engagement. This involves a modular UX design approach, benchmarking against competitors, and refining the user interface to address friction points and improve ticket sales, particularly online.

Positioning "Events in Luxembourg" as the main site, while maintaining "Luxembourg Ticket" as the dedicated ticketing platform.
Key elements of the solution include:

Platform Integration
Merge the functionalities of Luxembourg Ticket into Events in Luxembourg, allowing for a unified user experience while keeping Luxembourg Ticket focused on ticketing.
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Maintain a coherent visual identity across both platforms to avoid confusing users, ensuring a seamless transition between the two.
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Wireframes and Zoning
Utilize wireframes to visualize and plan the future layout of key pages. This involves "zoning," which defines the general organization of pages, making it easier to present the approach to decision-makers and get early feedback.
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Events will be displayed in different-sized blocks instead of using sliders or carousels. This approach is designed to better promote important events and provide flexibility for paid promotional placements.
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User Journey Improvements
Streamline the number of steps required for key user actions, ensuring users can navigate smoothly through the platform.
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Introduce unified identifiers across platforms to improve user understanding and reduce confusion.
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Use distinct, visually prominent labels and call-to-action buttons for events managed via Luxembourg Ticket, ensuring these options are clear and engaging for users.
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Communication and Marketing Strategy
Redirect the primary communication efforts towards promoting "Events in Luxembourg" as the main brand.
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Develop targeted marketing materials to guide users and communicate the integration of Luxembourg Ticket.
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Technical and Visual Enhancements
Refine categories and filtering options for events, enhancing search capabilities and event visibility.
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Leverage schema.org standards for structuring event details, improving SEO and discoverability.
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Collaborate with Eventime to style the purchase journey closely to existing brand standards, focusing on a unified API approach.
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Corporate Branding
Propose a consolidated logo that combines elements from both platforms, avoiding legacy branding issues and aiming for alignment with national branding.
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These solutions aim to enhance the overall user experience, simplify user journeys, and establish a strong, cohesive brand presence while maintaining the specialised functions of both platforms. The wireframes and visual refinements will further support the project's goal of creating a unified and optimised digital platform for events in Luxembourg.

UX Design Thinking
Employing a modular UX design methodology to guide decision-making, the approach begins with Research to understand user needs, followed by Ideation and Creation to generate design concepts, and finally Implementation to develop solutions that meet user expectations.

Organising and Structuring
The initial workshop aims to confirm the project's scope, roles, responsibilities, and dependencies among different ongoing projects. It also introduces a shared UX approach and methodology.

User-Centric Analysis
This stage focuses on identifying user needs, defining personas, analyzing friction points in user journeys, and benchmarking against competitors. The emphasis is on enhancing digital experiences by identifying quick wins and refining key user pathways.

Analytics Integration
By utilising data from tools like Google Analytics, the project aims to ensure the strategies align with real user behaviours and preferences, focusing on language preferences, platform usage (particularly mobile), and improving underperforming pages.

Benchmarking
External benchmarking involves comparing Alac’s platforms with those of competitors to identify best practices. This helps define areas of improvement, such as ensuring mobile responsiveness, improving visual consistency, and enhancing the user experience.

Platform Fusion Consideration
A major consideration discussed is the potential fusion of the two existing platforms. Three options are explored:

Maintaining both brands while enhancing integration
Merging both brands under a new unified identity.
Positioning one platform as the primary event site, with the other focused on ticketing.
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The preferred approach (option 3) suggests creating a cohesive visual identity and simplifying user pathways while retaining both brands for different functions.

This structured, iterative approach is aimed at enhancing usability, optimizing user flows, and improving user satisfaction across the digital properties of Alac.

The launch of the ECHO platform in Luxembourg has been quite impactful. ECHO, which replaced the "Events in Luxembourg" platform, aims to contribute significantly to Luxembourg's cultural scene by providing an accessible and user-friendly way for the public to discover cultural events and experiences.

The platform, launched by ALAC (Agence luxembourgeoise d'action culturelle), offers a centralized event database that includes all event-related information, making it easier for organizers to promote their events and for the public to explore cultural activities in real-time. It also allows event organizers to make their events more visible and provides users with a tailored experience based on their preferences. The platform integrates ticket sales and enables public and private institutions to use it for free, aiming to strengthen cultural engagement across the country.

ECHO is presented as an inclusive tool designed for both event organizers and attendees. The support from Movify for technical development and from the Ministry of Culture and City of Luxembourg has ensured a cohesive and user-centered experience for the platform, helping to optimise the cultural offering in Luxembourg and expand its accessibility following the pandemic's impact on the cultural sector.For more information, you can visit ECHO platform.