Seoulmate Festival

Academic project

Creating an immersive platform designed to engage and convert.

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Tags

#Design System #WordPress #Social Media

UX/UI project : from concept to delivery
+50 pages integrated in WordPress
Fully designed and built independently

How to capture the energy of K-pop without sacrificing clarity and conversion?

Festivals are emotional experiences : anticipation, excitement, immersion.

Yet, the festival websites I analyzed share a common flaw: they talk about the festival, but not to the person who wants to attend.

The CHALLENGE : Create a platform that captures emotion while facilitating conversion.

User priority

Stepping into the visitor’s shoes, I identified three main needs:

Emotionally immerse in the event
Be reassured quickly
Take action without friction

All design decisions stem from this priority: reducing friction between desire and action.

5 Key Decisions

1. Create an immersive and clear entry

The homepage was designed to immediately immerse users in the festival’s universe while clarifying the path from the first seconds.

An immersive hero highlights the festival identity and introduces key sections of the site.

Users instantly understand the event and know where to start exploring.

The homepage was designed to immediately immerse users in the festival’s universe while clarifying the path from the first seconds.

An immersive hero highlights the festival identity and introduces key sections of the site.

Users instantly understand the event and know where to start exploring.

2. Structure the line-up discovery

The line-up was redesigned to improve readability and hierarchy among artists. Headliners are displayed first, with artists organized in clearly identifiable cards.

Users can quickly browse artists and spot the main performances.

The line-up was redesigned to improve readability and hierarchy among artists. Headliners are displayed first, with artists organized in clearly identifiable cards.

Users can quickly browse artists and spot the main performances.

3. Make ticketing accessible at all times

Ticketing links were integrated throughout the journey to reduce purchase friction. Strategic CTAs guide users to booking.

Users can access ticket purchasing easily without interrupting site exploration.

Ticketing links were integrated throughout the journey to reduce purchase friction. Strategic CTAs guide users to booking.

Users can access ticket purchasing easily without interrupting site exploration.

4. Reinforce consistency across site and social channels

Visual identity was designed to be coherent across all media: website, social networks, and promotional assets.

The festival universe becomes instantly recognizable, increasing fan engagement.

Visual identity was designed to be coherent across all media: website, social networks, and promotional assets.

The festival universe becomes instantly recognizable, increasing fan engagement.

5. Design a mobile-first experience

The interface was optimized for mobile: touch-friendly areas, simplified visual hierarchy, smooth vertical navigation.

Buying tickets becomes simple and reassuring on smartphones.

The interface was optimized for mobile: touch-friendly areas, simplified visual hierarchy, smooth vertical navigation.

Buying tickets becomes simple and reassuring on smartphones.

Visual Exploration

An immersive universe serving clarity

The visual identity draws from Korean pop and street codes: vibrant colors, strong contrasts, dynamic textures.

Every design choice structures information and guides the eye—not just to create impact.

From Wireframes to Interaction

Wireframes helped validate hierarchy, scroll rhythm, and access to ticketing before applying the visual identity.

Iterations refined line-up readability and CTA placement to reduce friction.

Learnings

This project taught me to:

Structure an immersive experience without losing clarity
Translate a strong visual universe into a smooth journey
Think conversion from the conceptual phase
Apply a visual system across multiple touchpoints

Seconde chance

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