WHAT WAS OFF

LOKET X was meant to be an event companion app. But the first time someone opened it, the experience said something else.

Click the screen, then use ← → keys

When a user opens LOKET X and they haven't bought a ticket yet,

None of this meant the product was broken. LOKET X simply wasn't introducing itself as the companion it was built to be.

CORE CHALLENGES

Together, these signals showed that the issue wasn't just a confusing empty state. Instead, LOKET X was sending mixed signals about where users should land, what the product was for, and how discovery should work.

To move forward, we first needed to align on shared goals across teams.

ALIGNING INTENTIONS

Each team had different needs, and the redesign had to bring them into one direction.

HOW THE PRODUCT CHANGED

The redesign had to correct the app's role early, surface what mattered sooner, and keep discovery useful without bringing back marketplace-like behavior.

Clarify the product role early

Home became the new landing point so the app could explain its role before asking users to navigate it.

A lot of this traced back to the wrong starting point. Most users opened the app without a ticket, so the first thing they saw was an empty state with nowhere to go. Shifting to Home meant the app could finally introduce itself properly, showing what it was for before asking users to do anything.

Surface practical event context earlier

Key event status, relevant actions, and practical details appeared sooner to support preparation, not just browsing.

The wrong product expectation showed up here too. People who already had tickets weren't coming to browse, they were trying to figure out what to do next. But the app was still treating them like they were shopping. Bringing event context and actions forward meant the experience could actually keep up with where users were in their journey.

Keep discovery, but reshape it

Discovery moved into a more curated calendar-based structure, so it stayed useful without redefining the app as a marketplace.

BROWSEPLAN

LIST VIEW

Default browse

Discovery was always going to stay, the question was what shape it should take. The promotional feed was making the app feel like a marketplace, which was exactly the identity the redesign was moving away from. A calendar structure kept discovery useful, but reframed it around planning and timing so it no longer felt like the app was just trying to sell something.

WHAT CHANGED AFTER LAUNCH

The redesign turned LOKET X into a clearer event companion, shifting it away from a marketplace-like experience and toward a more intentional product that supports the event journey while keeping discovery useful.

• Increased event-detail visits — Intentional discovery contributed to a 67% increase compared with the previous period.

• Supported discovery-driven conversion — Event Calendar contributed 37% of ticket sales from discovery-driven traffic.

• Reduced confusion signals — Confusion-related reviews decreased and app rating improved after the redesign.

LESSON LEARNED

This project taught me that product positioning is often shaped by defaults, not slogans. Where users land, what they see first, and how discovery is framed can quietly define what a product feels like.