Increasing ticket conversions with an improved customer journey

The Lawn Tennis Association (LTA) is the national governing body of tennis in Great Britain. They manage a range of tournaments pivotal to the summer season of tennis, including the biggest Grand Slam of the year, Wimbledon.

Business challenge

The LTA's major events are pivotal to the summer season of tennis and are warm-up tournaments to the biggest Grand Slam of the year, Wimbledon. During peak times when tickets are on sale the LTA’s event pages get a significant amount of traffic.

Based on customer feedback and insight gathered over the previous year’s events it had become evident that there were a number of issues that needed to be addressed to improve and optimise the user experience, while also increasing conversions to their third party ticketing website providers.

The LTA approached us to re-design their Major Events website with a number of clear goals in mind:

1.  Improve the customer journey to increase purchasing ticket conversions.
2. Reduce the number of queries to the customer services team.
3. Improve the navigation between tournaments.
4. Ensure key content is easily accessible across devices.

Image of the Major Events website across desktop, tablet and mobile devices


Being able to review internal customer feedback and business insight gave us a wealth of data to work with. We also completed a full UX audit of their current design across mobile, tablet and desktop to flag issues and document what would need to be addressed as part of the re-design. We also did our own 'competitor analysis' to get a clear picture of how other ticket providers were presenting events and associated ticket purchases.

Once we had synthesized our research findings we were able to rapidly mock up and prototype key flows and user journey’s that we could test and iterate based on feedback. We then integrated the new design and templates into the LTA’s existing Episerver solution to allow content editors to take full control over managing and updating this key section of the website. 

Image of sketches and wireframes created as part of the design process
Sketching and wireframing allowed us to explore and iterate ideas rapidly. Sharing clickable prototypes with stakeholders early on in the design process allowed us to test and validate the various user stories we needed to accommodate.
Developing the solution

We built a set of front-end components to extend the LTA’s existing pattern library. Although many of these styles are specific to 'Major Events' we designed them in a way for maximum flexibility and re-use throughout the rest of the website. We then integrated the new templates into the LTA’s  Episerver solution to allow content editors to take full control over managing and updating their tournament pages.

An image of key website screens across mobile and tablet devices


Early feedback from both the LTA and their customers is very promising. With an improved user experience, more intuitive navigation, stronger ticketing CTA's and a revised FAQ section, we are confident throughout 2018 the LTA will see an uptake in conversions while reducing the number of queries to their customer services team.

Extending the LTA's pattern library of components allows internal teams to update and refresh other areas of the website taking advantage of the new styles available for use.

We continue to support the LTA’s digital vision with new features and functionality across their NGB website.

Image of a set of mobile screens showing the new design of the Major events section of the LTA's website
  • “dotcentric did a fantastic job of redesigning and redeveloping new page templates within Episerver for the LTA website in a very short time frame. The team also offered innovative solutions as well as providing consistent support. We have had positive feedback both internally and externally, and are extremely happy with the outcome of this project.”
    —   Aggie Hau, Digital Product Lead, LTA

 Services provided

  • Competitor analysis
  • UX audit
  • Wireframing & prototyping
  • Front-end development
  • Episerver CMS development

Take your first step to digital excellence.

Contact Us