About AllEvents <\/h3>\n\n\n\n
AllEvents<\/a> is an online platform that helps users discover events, activities, and things to do in cities around the world. It was founded in 2011 by Amit Panchal and Ruchit Patel with a simple but ambitious mission: to make event discovery effortless. <\/p>\n\n\n\n Over the years, the platform has grown into a global product operating in more than 20 countries, connecting over 20 million users with events they care about. Its mobile app has surpassed 2 million downloads \u2014 becoming a go-to solution for people looking to explore what\u2019s happening nearby. <\/p>\n\n\n\n But as AllEvents expanded its reach, new challenges began to emerge \u2014 especially when it came to optimizing user experience at scale. <\/p>\n\n\n\n To solve this problem, Paras Makhija, the B2C growth strategist at AllEvents, decided to dig deeper than surface-level metrics and see what was really going on. <\/p>\n\n\n\n AllEvents\u2019 rapid growth brought scale \u2014 but it also brought complexity. With over 10 million active users across both web and mobile platforms, understanding how users actually interact with the product became increasingly difficult. <\/p>\n\n\n\n As the team rolled out new features, they found they could measure what users were doing, but not why they were doing it. This made it hard to validate features, understand drop-offs, or learn what was working \u2014 especially with such a large and diverse global audience. <\/p>\n\n\n\n \u201cWe needed to know: Were users finding value? Where were they struggling? What was going unseen?\u201d<\/p>Paras Makhija, B2C Growth Strategist, AllEvents<\/cite><\/blockquote><\/figure>\n\n\n\n Several pain points stood out: <\/p>\n\n\n\n Traditional analytics tools, with metrics like page views and bounce rates, were able to highlight what was happening on the surface. But with a global user base spanning a wide range of behaviors, cultures, and preferences, Makhija and his team needed something that could go deeper \u2014 helping them see the real reasons behind user behavior. <\/p>\n\n\n\n That\u2019s when they adopted Microsoft Clarity. <\/p>\n\n\n\n AllEvents integrated Microsoft Clarity into their website and used the Clarity Flutter SDK<\/a> to bring the same behavioral insights into their mobile app. This allowed the team to capture a unified view of user interactions across both platforms.<\/p>\n\n\n\n Clarity quickly became central to AllEvents\u2019 product decision-making process. Its session recordings<\/a>, <\/strong>heatmaps<\/a>, <\/strong>and insights<\/a> gave the team a clearer view into the user journey \u2014 allowing them to validate hypotheses, identify friction points, and build with more confidence. <\/p>\n\n\n\n \u201cWe needed to see things from the user’s perspective \u2014 clicks, hesitations, rage taps, scroll depth \u2014 all within context. That\u2019s where Clarity\u2019s visual insights changed the game,\u201d said Makhija. <\/p>\n\n\n\n With Clarity, the team was able to uncover several key insights that challenged their assumptions and led to real product improvements. <\/p>\n\n\n\n On the Website<\/strong> <\/p>\n\n\n\n In the Mobile App<\/strong> <\/p>\n\n\n\n Across Global Markets<\/strong> <\/p>\n\n\n\n \u201cWatching real users interact with our platform \u2014 in all their scrolls, pauses, rage taps, and exits \u2014 helped us identify friction points that numbers alone couldn\u2019t surface.\u201d <\/p>Paras Makhija<\/cite><\/blockquote><\/figure>\n\n\n\n Clarity\u2019s insights led AllEvents to make several high-impact changes across their digital experience: <\/p>\n\n\n\n Heatmaps and session replays showed that the event banner on listing pages had the second-highest click volume \u2014 despite having no interactive features. This revealed a major missed opportunity. In response, the team: <\/p>\n\n\n\n This small UX change led to a meaningful boost in engagement, with users actively sharing events \u2014 effectively turning each banner into a lightweight branding asset. <\/p>\n\n\n\n Data from Clarity revealed that the \u201cView Map\u201d button was the third-most clicked element on event pages. Contrary to assumptions, users wanted to see \u2014 and interact with \u2014 event locations. The team responded by: <\/p>\n\n\n\n They also took it one step further: when they noticed rising user interest in nearby accommodations, they integrated Stay22 Maps<\/strong>, allowing users to explore and book nearby hotels directly. <\/strong>This created a better experience for users and a brand-new, organic revenue stream for AllEvents. <\/p>\n\n\n\n The session recordings made it clear that the app homepage wasn\u2019t connecting with users. In particular, the lack of personalization was causing confusion and quick exits. <\/p>\n\n\n\n To address this, AllEvents rolled out a complete homepage overhaul, with key new features: <\/p>\n\n\n\n These features collectively added relevance, delight, and structure \u2014 giving users stronger reasons to engage and explore. <\/p>\n\n\n\n After implementing the changes informed by Clarity, AllEvents saw immediate, measurable improvements across both web and mobile. <\/p>\n\n\n\nThe Challenge <\/h3>\n\n\n\n
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The Solution <\/h3>\n\n\n\n
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What They Changed <\/h3>\n\n\n\n
![\"\"](\"https:\/\/clarity.microsoft.com\/case-studies\/wp-content\/uploads\/2025\/08\/AllEvents-Before-And-After-1024x614.png\")
<\/figure>\n\n\n\nEvent Banner Interaction Enhancements <\/h4>\n\n\n\n
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Map Feature Optimization + New Revenue Stream <\/h4>\n\n\n\n
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App Homepage Redesign & Personalization <\/h4>\n\n\n\n
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The Results <\/h3>\n\n\n\n
Website <\/h4>\n\n\n\n
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Mobile App <\/h4>\n\n\n\n
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