→ I teamed up with the creative team to incorporate new elements of DICE's evolving brand into our B2C product, making everything feel more cohesive and lively across platforms, while refining DICE’s voice and tone

→ This project also served as an opportunity to lead a comprehensive audit and revamp across native and web, improving the overall user journey while better reflecting our brand’s bold identity

  • Some of my contributions to the proposal, worked on alongside the executive creative director and staff product designer

  • Evolving our voice and tone while figuring out how we can work better together as teams to ensure our B2C/B2B products and creative direction naturally develop together

Before

Some highlights

After

  • Not always three taps, cut repetition, avoid behavioural language when possible


  • Unexpected, differentiating, playful, not going be an epic poem of a journey get your tickets our competitors

  • Highlighting our commitment to fans, catering to them to facilitate more plans, connect to the experience of going out

  • Aligns with our “weirdly easy” principle and campaign

New

  • When there are no results, we frame positively and explain how the connection is still actively working

  • When connecting doesn’t work and we can’t do anything, we soften frustration

  • I proposed we include a transparent rundown of how connecting works and how it improves the experience, crucial for building trust

  • Clear value prop, reduce cognitive load, “connect” → “sync”

  • Celebrate, build anticipation, create sense of relevance

  • Follow to seal the deal, emphasize the personalized value

  • End by taking fans to home feed to further confirm success, even if they don’t follow any artists, the recommendation system still works

Before

After

  • Good morning/afternoon/evening is formal, distant

  • New greetings are vernacular, action-oriented, specific to the purpose and value of using DICE

  • Cycle of discovery, planning, and execution

    • Morning tone: calm and exploratory, setting intentions

    • Afternoon tone: settling into day, more open to making concrete plans

    • Evening tone: excitement, thrill of the night, head out or finalize (last-minute) plans

  • New headers for billboard event

    • Thoughtful suggestions rather than sounding like an algorithm, referencing past behavior and taste (with a note to say “Up your street” in the US)

  • Changed “Trending” → Most viewed / What fans near you are into

  • Changed “Popular” → Top shows / What's big where you are

    • Initial category names were overdone and ambiguous, new ones (with subheadings once tapped into) are descriptive and give more meaningful context

Before

After

  • More immediacy and to the point, especially helpful for fans in a rush to use their tickets

  • Welcoming rather than anti-tout-adjacent


  • We already got the “few things” from them, this is already said on web where their account was made

  • In onboarding now, which entails the finishing touches, promise they’re nearly there with “last”

  • “Now that you have the app” because initially when making an account on web we allude to needing more once they’re in the app, now we’re justifying us asking for more

Before

After

  • Can come off a bit forced, like we’re too strictly curated, sort of like being marketed to rather than being catered to

  • This direction emphasises personalization and customization, you stay with what you know or expand

  • Diverse, inclusive, also more to offer than music

  • Ending with encouraging fans to schedule in plans in an energetic and lively way

Before

After

  • Fan is getting something valuable, a treat, should feel like it, more satisfaction

  • Reveal how much £, tangible

→ We gave DICE a much-needed facelift, zhuzhing and tightening many areas

→ By proactively identifying areas for improvement, I helped define key parts of the experience that could be elevated to better serve and appeal to our target audience

→ Resulting in a more unique, rewarding, and fresh look and sound

→ Met with lots of praise from fans, partners, and internal teams, solidifying DICE’s position as a standout in the industry

Next

DICE – extras & merch