OVERVIEW
In 2023, DICE did not offer a way to browse events on the web, as personalised recommendations rely on connecting a user’s music library within the app. To address this, I designed DICE’s first web browsing experience, focused on showcasing events and giving users a clear preview of what the app offers.
The goal was to support discovery on the web while encouraging users to download the app for a more personalised experience.
DISCOVERY
Research showed that many first time users arrived on the DICE website through shared links from friends or social media. Without a browsing experience, these users had limited context around what DICE offered.
This revealed an opportunity to use the web as a discovery and acquisition channel, allowing users to explore events in their city while setting expectations that deeper personalisation would live within the app.
SOLUTION
I designed a web experience that closely mirrors the native app, starting with a city based events page that highlights popular listings. Users can filter events by location, date, price range, genre, and event type to narrow results based on their preferences.
To support app acquisition, I added a contextual banner featuring a scannable QR code, positioned within the event list, prompting users to download the app for a richer experience.
RESULTS
The Browse on Web experience became the MVP for web based discovery at DICE, enabling users to explore events without friction. It provided a clear entry point for new customers, supported cross selling of events, and offered an enticing preview of the app experience.
The project strengthened the role of the website as both a discovery tool and a driver of app downloads.
