Why should recurring events be designed differently from one-time events?
All event websites have one thing in common- the card design.
Do they do justice in treating recurring events different enough from one-time events? The simple answer is No.
But then, do recurring events special treatment? Most definitely yes! A Salsa dance workshop on Sundays that takes place for 3 months requires users to spend tens of hours of their lives; compared to a one-time stand up comedy event.
Showing two similar looking cards with salsa and stand-up comedy would mean, ignoring not just the time factor, but also, ignoring the needs of a very different type of end user.
Event cards are a tried and tested method.
The card design, is an ideal way of showing event information in the most eye catching and concise manner. Cards are also responsive, optimally use space, can be scanned easily, allows for flips, stack, swipe, click actions and are a designer’s dream when it comes to creating effective visual hierarchy.
But there is one thing in common in all the above event card designs in event websites- the proportion of space taken up by each element in the event card are more or less the same.
- The image takes up >50% of the real estate (irrespective of the image quality)
- Event header is usually the boldest text.
- Event description is concise.
This is a perfect format for a non-recurring event.
However, what about recurring events that require attendance from a user for a period of time?
Polly’s story:
Now imagine if this grocery store with no clear signboard, and which is located in a local street with loyal customers; is relocated to a mall? The mall, which is a place where people usually go to window shop or make an occasional large purchase.
The grocery store sales is going to suffer in comparison.
It’s not a perfect analogy but it comes close.
Non-recurring events rely on jazzy advertisement to attract a 1 time purchase, not dissimilar to boutiques in malls. On the other hand, recurring events (the grocery store) rely on regular customers that merit the long term effort of a service provider.
Simply put, placing them amongst non-recurring events just doesn’t do them justice.
So why should recurrent events be designed differently?
- Because they require a higher level of commitment from the user.
This might impact functionality changes; for example, allowing users to RSVP to each session of the recurrent event they sign up for.
A user who subscribes for an event happening 4 times a week for a month, is already committing 16–20 hours of his time to this event. Doesn’t this user deserve special attention when it comes to his experience of browsing through the website?
2. Because recurring events are frequently specialised events targeted towards a specific audience:
For example, tech workshops- wherein, the names of the faculty, content of the workshop, information about certification has a higher value than a bright image meant to grab attention.
Most of the event websites choose to ignore this critical difference.
3. Because they have different advertising requirements:
In a website, if recurring event cards are repeated several times, it might result in users just scanning over them.
On the contrary, if a recurrent event is mentioned just once amongst a group of non-recurring events , you are taking away from the specialised quality of a recurring event. Event Brite attempts both the above methods:
4. The value for the Service provider of a recurring event:
A Service provider devotes his/her time over a long period to make recurring events happen.
Sorting his/her event between non-recurring events does not fulfil his requirements, which are:
- Being able to stand out to users specifically looking for specialised, in-depth events, and,
- Allowing a live support system on the website that assists users in being regular to the event they have subscribed to, over a period of time.
These 2 requirements are very unique to Service providers conducting recurring events and are not addressed at present. As a result, many of these Service providers invest a whole lot of money in creating their own websites.
Event card differences?
So what are priority differences between recurring and non-recurring events that should ideally reflect in the way you design your event cards?
UX Design solutions?
The first step is recognising that mixing Recurring events amidst Non-recurring events is not an ideal UX approach.
There is no single UX solution to such a problem. The architecture largely depends on the business.
A few approaches are:
- A high level separation of recurrent and non recurrent event types:
This would mean all recurring events are displayed separately from non recurring one-time events.
I have explained 2 possible scenarios in this format. There could be more scenarios depending on the context.
2. Ability to separate recurrent and non-recurrent event types by a filter.
3. Distinction of event types reflective in the design of event cards: A subtle and yet, noticeable difference in how the event cards look would help a great deal in informing the user at a glance as to the nature of the event.
It is unrealistic to declare a single general UX solution that would apply to all event websites.
Design is about the context, as always.
