→ The discovery squad’s mission is to make sure fans can easily find events that hook them, whether they’re browsing in the home feed or using search

→ We discovered that fans don’t often mentally filter events by genre when trying to find live events to go to

→ To better align with their mindset, we introduced tags that speak to what fans are truly looking for, making their browsing experience more captivating

Tags about the event

  • By adding characteristics to event cards, we give fans contextual info that can help with their decision-making, allowing them to quickly grasp key details at a glance

  • Using colloquial language in a tone that’s like getting tips from an in-the-know chill friend

  • Short and to the point, with sense of urgency and practicality as needed, just enough info to influence decision-making, while still inserting personality when possible

Tags about the venue

  • We determined the maximum number of tags that can be displayed on an event is 3


  • I proposed that if an event only has 1 characteristic applied to it, we surface the full descriptor alongside an icon that reinforces the message visually

  • Some behind-the-scenes work with our user researchers, focusing on:

    • Open browsing fans who are looking for something to do based on venue space, atmosphere, size, setting, intimacy

      • This group is motivated by the physical attributes of the venue or event

    • Open browsing fans who are looking for something to do based more on experiential event characteristics like mood, vibe

      • This group is motivated by the general feeling they anticipate

  • The research also highlighted that while “mood” was important, it wasn’t always consistent or tangible enough to guarantee

  • What can we guarantee?

    • Characteristics – a distinguishing feature or quality

      • This is objective

  • So we focused on combining concrete characteristics to convey the overall mood of an event, providing fans with a clearer sense of what to expect

  • Worked closely with account managers and partners to build this out, ensuring that the characteristics aligned with both fan expectations and partner goals

  • Together we refined tags to be relevant not only for users but also for the venues and event organizers, providing them with a way to better market their shows

→ We helped fans find the right events faster, with more confidence

→ Increased DICE-driven sales and final week purchases by enabling fans to easily find events based on frame of mind, ambience, and set up

→ By engaging stakeholders throughout the process, we ensured the characteristics accurately represented the event experience, while also giving partners the flexibility to highlight specific aspects of their venue or event that would appeal most to fans

→ This holistic approach ensured buy-in across departments, making implementation very impactful

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