The Soville Game is a one-day event website designed for a spicy food festival that combines global cuisine with competitive eating challenges. The project focuses on clearly communicating essential event information while creating an immediate sense of intensity, risk, and challenge. It was completed within a two-week timeframe, with me working as a solo UX/UI designer responsible for the full responsive web experience across desktop and mobile.

Overview

The challenge was to design an event website that stands out in a competitive festival landscape while remaining clear and easy to navigate. Many existing food festival websites prioritise visuals but fail to guide users efficiently towards ticket purchase, creating an opportunity to rethink how emotion, clarity, and conversion work together.

The Challenge

Design decisions were informed by user research and competitive analysis, focusing on common usability gaps found in existing festival websites. These insights shaped a clear information structure and user journey, guiding users from discovery to ticket purchase with minimal friction across both desktop and mobile.

Design Strategy

The visual identity of the website is bold and intentionally intense, using a high-contrast colour palette built around red, orange, and black to communicate heat and danger. Fire-inspired imagery, strong typography, and layered textures reinforce the character of the event while keeping text readable and information accessible.

Visual Direction

Ticket selection and checkout are handled through modal interactions, allowing users to complete the purchase without leaving the page. Feedback states and subtle animations reduce friction, maintain clarity, and keep the flow aligned with the intensity and pace of the event.

Ticket Flow

The final result is a fully responsive event website with interactive elements, animations, and working call-to-action flows across both desktop and mobile. This project demonstrates my ability to design emotionally driven websites, balance strong visual identity with usability, and translate a conceptual event into a clear, conversion-focused web experience.

Outcome