Townscript

Townscript is a pioneering self-serve online registration management and ticketing platform established in 2014. Designed to cater to diverse event types—ranging from endurance events, conferences, and workshops to adventure activities and entertainment shows—Townscript is a versatile tool for both organizers and attendees. With operations spanning over 1,280 cities worldwide, the platform has powered over 100,000 events and built a trusted reputation among more than 25,000 organizers.

By offering features like discounts, advanced analytics, and seamless ticket sales directly from organizers' websites, Townscript provides a robust toolkit for event creators. Despite this, challenges in user engagement and event discovery hindered its ability to maximize its impact in the competitive event management landscape.

problem statement

Townscript faced critical issues that limited its effectiveness as an event management platform:

Generic Event Discovery

The platform presented a uniform set of events to all users, irrespective of their preferences, which decreased user engagement and retention rates.

Cumbersome Ticket Booking

The ticket purchase process was lengthy and complicated, leading to high drop-off rates and missed opportunities for conversion.

Subpar Event Pages

Organizers often needed to rely on standalone websites due to the lack of compelling and functional event pages on the platform.

These problems created friction in user journeys and undermined the platform’s potential to connect users with relevant events while supporting organizers in streamlining their operations.

proposed solution

To tackle these challenges, a comprehensive redesign of the Townscript platform was proposed, aimed at delivering personalized user experiences, optimizing workflows, and empowering event organizers with advanced tools. The core objectives included:

• Enhancing Event Discovery

  Personalizing event listings to align with user preferences and behavior patterns.

• Simplifying Ticket Booking

  Streamlining the checkout process to improve the overall user experience and drive conversions.

• Revamping Event Pages

  Transforming event pages into visually appealing, standalone digital spaces that resonate with users and serve as a complete online presence for organizers.

  
  

• Equipping Organizers with Tools

  Introducing advanced features to improve event management efficiency.

design and implementation

Redesigned homepage

• Magazine-Style Layout

  Inspired by modern content platforms, the homepage was redesigned to encourage exploration through a magazine-style presentation.

  
  

• Featured Events

  Allocated prominent space for highlighted events, increasing their visibility and engagement rates.

  
  

Enhanced event discovery

• Dynamic Personalization

  Events were tailored to users based on their browsing history, location, and interests.
  
  

• Gamified Elements

  Tags like “high demand” and “almost sold out” were added to create urgency and improve ticket sales.

  
  

• Compact Event Cards

  Implemented concise, card-based designs that display essential information at a glance.

  
  

Event page transformation

• Standalone Functionality

  Event pages were redesigned with comprehensive details, dynamic imagery, and customizable options, eliminating the need for separate websites.

  
  

• Social Proof Integration

  Testimonials, reviews, and attendee statistics were added to build trust and credibility.

  
  

Streamlined booking process

• Simplified Navigation

  Reduced the number of steps required to book tickets, ensuring users could complete the process without confusion.

  
  

• Enhanced Payment Gateways

  Implemented faster and more secure payment options to minimize friction and ensure smooth transactions.

  
  

Organizer tools and widgets

• Custom Widgets

  Provided organizers with a suite of tools to embed event registration and ticketing on their websites seamlessly.

  
  

• Analytics Dashboards

  Introduced real-time analytics to help organizers monitor sales and attendee behavior.

metrics for success

To measure the impact of the redesign, specific metrics were identified across three core areas:

Event website

• Increased time spent on the site and event pages.

• Growth in returning user rates.

• Higher event booking numbers.

  
  

Event pages

• Rise in shares and social engagement.

• Reduction in time taken to locate the booking button.

• Lower bounce rates and higher booking success post-click.

  
  

Checkout and payment process

• Faster ticket booking time.

• Reduced drop-offs during payment and checkout.

results

The redesign yielded significant improvements across key performance indicators:

• Improved User Engagement

  The personalized event discovery mechanism resulted in higher user retention and repeat visits.

  
  

• Higher Conversion Rates

  The streamlined booking process and gamified elements led to a noticeable increase in completed ticket purchases.

  
  

• Organizer Satisfaction

  Comprehensive tools and visually appealing event pages enhanced organizer confidence in the platform and reduced reliance on external websites.