LA Coliseum Events

Streamlined event space bookings and inquiries

The LA Coliseum is best known for their exceptional event organization and spaces - whether it is a traditional ticketed concert or sporting event for 75,000, or an intimate private affair on the field with 10 of your closest friends. I had the privilege of designing a website that showcases these amazing venues and spaces in order to bridge the gap between the Coliseum’s team and their end users.

Role

Lead UX Designer

Duration

May - Aug 2023

Tools

Figma

Maze

Skills

Product Design

Usability testing and Research

Stakeholder management

Facing the Problem

LA Coliseum event spaces lived as a subpage of their main site - LAColiseum.com. As it became such a huge driving force in generating revenue, the subpage was not holding its weight. It soon became a challenge for users to find event spaces that met their specific needs - resulting in high bounce rates and low conversion rates. Due to this, it became an executive decision to let it live as its own entity.

How can we optimize the search and discovery process?

Aligning design, business, and marketing objectives

I held a stakeholder meeting to gather insights and identify what the current problems are. In order for me to better envision the website redesign, I wanted to understand what the business goals are and how they tie in to the marketing objectives. As the sole UX designer on the marketing team, it’s important I advocate for the users while ensuring that the designs align to the business and marketing objectives.

Objectives

Marketing & Business

Focused on increasing user proposals and submissions. Efforts were made to reduce page drop-offs by enhancing the user experience. Additionally, the initiative aimed to grow year-to-date traffic across key channels, including Direct, Organic, Referral, and Social.

Design

Improve UX to highlight calls to action across the customer journey, increased accessibility to venue information for easier client decision-making, and refined the visual design to elevate the brand while staying true to LA Coliseum’s guidelines.

Deliverables

• Redesigned the site’s information architecture to streamline the customer journey and enhance user experience. 
• Optimized the request form to reduce drop-offs and minimize phone inquiries. Introduced strategic calls-to-action to improve engagement and retention.
• Established a UTM tagging standard to ensure accurate referral tracking in Google Analytics.

What can be improved

The current web lacks supporting visuals on top of a poor submission flow.

I wanted to understand what really matters to people when choosing an event space, so I spoke with 12 users to hear their stories firsthand. I wanted to know what they look for, what frustrates them, and how they ultimately make a decision. To go deeper, I observed event planners in real-time as they browsed venues online. Watching their habits, hesitations, and moments of excitement gave me valuable insight into both their pain points and what truly makes a venue stand out.

Key Insights

Optimized Discovery Flow

Streamline search experience with advanced filters (e.g., location, capacity, floor plans, features) and prominent call-to-action items.

Visual Appeal and Cues

High-quality images, 360-degree virtual tours, and videos are critical in helping users assess the suitability of a venue.

Intuitive Form

Proposal submissions should be intentional and intuitive from both ends - users should have enough information and guidance prior to making any final decisions to submitting a proposal.

Process

Within the site map, there are two ways users are able to browse: By event type OR by all event spaces. This category filter is especially helpful in improving browsing and discovery flow.

 Additionally, I found it critical to align the user flow to the site map, ensuring that users are not stuck at a roadblock from poor IA.

Problems with

Solutions

Users struggle to discover relevant event spaces due to a lack of visibility and outdated content. Without a clear navigational path, they often wander the site without finding what they need. The absence of strong focal points or calls-to-action leaves users unsure of their next step, leading to drop-offs and frustration.

Problems identified

Enhanced visual hierarchy

& Information Architecture 

The site lacks a clear content hierarchy, making it difficult for users to distinguish between essential and secondary information. Its structure isn’t grounded in user research, causing a disconnect between the layout and actual user goals. Additionally, the absence of visuals makes it harder for users to evaluate and compare event spaces, leaving them without the context they need to make confident decisions.

Problems identified

Revamped form

means more events booked

The submission form is the critical end point for both user intent and business conversion, yet it's buried at the bottom of the page, making it feel like an afterthought. Without clear visibility, contact support, or confirmation after submission, users are left unsure if they’ve successfully completed the most pivotal step in their journey.

Problems identified

Impact

Leading my first UX project was both challenging and insightful. The experience highlighted the value of collaborative decision-making. By drawing on the diverse perspectives of my team, user feedback, and stakeholder input, we tackled complex challenges and delivered high-quality solutions despite tight deadlines. This collaborative approach not only strengthened our results but also sharpened my leadership skills, teaching me to balance speed with quality while remaining flexible as new insights emerged.

Form submissions

Saw an increased number of successful form submissions and inquiries. More events booked!

Page drop-offs

Reduced the number of page drop-offs.

Let's get in touch!

I'd love to hear from you and explore collaboration, answer your questions, or simply chat.

© Christine Wang 2025