→ Extras are an exciting expansion of DICE, allowing fans to buy additional items or perks post-ticket purchase, offering a richer experience surrounding events
→ This initiative has been part of my leadership within the commerce squad, where I’ve spearheaded content design-driven projects aimed at diversifying revenue streams and maximizing monetization
In early research, we discovered fans in the UK were especially sensitive to any kind of exclusionary language, especially considering DICE’s DIY punk roots
I came up with “extras” as it didn’t diminish the experience of just having a ticket – they’re something additional or bonus, without implying necessity or hierarchy
“Add-ons” is easy enough to understand, but comes off as dry and superfluous
“Upgrades” didn’t work as it could be mistaken for getting a better ticket type
Before a fan has a ticket, they’ll be able to browse (not buy) extras
I made sure to balance being enticing and informative – encouraging to explore what they could get if they buy a ticket, using extras as an incentive to drive conversions
Guiding users through the flow while making the purchase process feel rewarding, extras feeling like a treat rather than an upsell
Certain extras are only available with specific tickets, so I framed this as an option rather than a limitation, and used descriptive link text to lead to a sheet listing them out
Mixed categories of extras & merch
Just experience extras & merch
Just food & drink extras
Just travel & accomodation
After a fan buys a ticket, we showcase extras again in a way that doesn’t negate that defining moment
Rather than presenting a generic upsell, I proposed categorizing extras in ways that felt relevant and appropriate, whether fans are being offered something practical or something more indulgent
I leveraged the noun “extra“ as both a description of additional content and a CTA, creating a subtle play on words
By using “extra” to mean both “additional items” and as an encouragement to “get something more,” I engage fans while maintaining clarity
This clever dual function adds layers to our personality, being inviting without coming across as heavy-handed
Now that a fan has tickets, we move from exploration to ownership
Since we control the illustrations for each extra, I made sure we also controlled the initial generic descriptions – furthering doing each extra justice and alluring fans
I proposed partners then have their own area on the following screen to give a granular breakdown of each type of extra
On the confirmation screen, I wanted to make fans feel really confident and satisfied with their decision to get an extra, reinforcing their worthwhile decision
DICE introduces extras, broad to an extent (as we don’t know exactly what each partner will offer) but still cool and intriguing
I tested tons of iterations with fans, some included:
“Skip the wait” vs. “Save some time”
“Keep the fun going” vs. “Don’t head home so soon”
“Figure out what you want to sip on” vs. “Sort out your booze or soda already”
Announce
1 day after ticket purchase
Nudge A
7 days after purchase
Nudge B
6 days before event
Last call
1 day before event
I also wrote the CRM messages for each type of extra, here’s what’s in the mix for VIP pass push notifications
This content strategy extends to emails, modals, and activity feed messages
Final call
Day of event
→ By framing extras as treats and not an obligations, I’ve made sure fans feel excited about these options rather than pressured, all while leading to great conversion rates
→ From browsing extras before buying a ticket, to their descriptions and CRM messages, every touchpoint has been designed to feel seamless and compelling without being alienating
→ The success of this project lies in the balance between enticing language, thoughtful design, and ensuring that extras feel like a natural part of the event journey
→ Strengthening the connection between fans and the artists they love while removing common pain points at events, ultimately resulting in more profit
Support the artist
WIP: artist spotlight & commerce
→ We want to let artists increase revenue by selling their own products directly to fans, without third-party cuts
→Aiming to drive merch hype during the live event lifecycle when fans are most engaged
Be connected to a scene
Sense of style
Memorialize it
Narrative explorations outlining motivations
Save time
Ticket confirmation screen segue to merch
True celebration about what fans committed to attending, then clarity about what we’re taking them to next, merch can level up the experience
Reinforces special treatment given to spotlight artists, positioning them as standout acts that deserve extra attention
Desire to be a part of these memorable special live events
Punchy, cultural relevance
Emotive with sense of exclusivity without lying, fomo without overdoing it
Personal and intimate, easy sense of ownership
Tied to upcoming events, pushing to act, but laidback
DICE only content, direct connection between the artist and fan, personal link and reward for the super loyal supporters
More than just content, prizes too
