I Love Bachata Leuven

The festival experience itself was already strong. People came for the music, the workshops, the artists and the energy on the dance floor. The friction happened earlier, when dancers were still trying to read the program, compare workshops and decide what made sense for them.

Before each edition, the same uncertainty returned. Schedules were difficult to interpret, workshop levels were unclear, artist information was hard to scan and practical details were spread across different places.

That created extra questions before the event and unnecessary friction during the festival itself.

The online flow had to match the quality of the real festival experience. People already wanted to come. The work was about helping dancers see faster what the event offered, choose the right ticket and arrive better prepared.

The real issue was what dancers needed before they could decide. They were interested in the festival, but needed better answers before they felt ready to buy a ticket.

A dancer does not only want to know that an event exists. They want to know who is teaching, which workshops fit their level, how the schedule works, what ticket they need and what practical details matter before arriving.

When that information is hard to find, people hesitate. They ask extra questions, wait longer before buying or arrive less prepared.

The online flow had to do more than announce the festival. It had to help dancers see what was included, plan their visit and move from interest to action with less uncertainty.

Because I am a dancer myself, I recognised many of the small frustrations that appear before dance events. A schedule can be complete, but still difficult to use. A workshop can sound interesting, but still leave people unsure about the level. A festival can feel exciting, but still create doubt when practical information is scattered.

I also spoke with other dancers to understand where they got stuck and which information they expected to find first.

That feedback shaped the structure. The content and navigation had to answer the questions dancers asked first: what is happening, who is teaching, which level fits, which ticket they need and how to prepare for the event.

Before launch, a small group of dancers tested the flow to check whether the information was easy to find and useful enough. After launch, we kept looking at feedback from the community and followed how visitors moved from the main information pages toward checkout.

The work improved how people discovered, compared and joined the festival.

The communication moved from scattered information to a flow dancers could actually use.

Before, dancers had to piece things together themselves. They could be interested in the festival, but still feel unsure about the schedule, the workshop levels or the practical details.

After, the flow guided them through the festival in a more natural order: the event, the artists, the workshops, the levels, the schedule, the tickets and the practical information.

That made the website useful before the festival, when people were deciding whether to buy, and during the event, when visitors wanted to quickly check timings, artists or practical details.

The website stopped being only an announcement page and became useful before and during the festival.