Tickster - Online Ticket Store
Project Name: Tickster concert ticket store
Duration: 2 Weeks
My Role: Researcher and UX Designer
Tools: Sketch, Axure, Photoshop
Objective: Create a simpler a concert ticket e-commerce store which provides users with a simpler more efficient shopping experience.
What is Tickster?
Tickster is an online concert ticket store which gives members access to discounted tickets, pre-sale tickets and tickets to exclusive shows.
Music lovers not being able to see their favorite artists due to shows selling out too quickly
Ticket stores linking user to clunky venue sites for purchasing tickets
Difficulty sifting through sites to find tickets
Long and arduous checkout processes
An online ticket store which offers users access to resale tickets, discounted tickets, and exclusive shows. All while providing a simple and easy to use interface and quick and easy checkout processes.
The first step in the research was to conduct a competitive analysis of sites offering similar services. In the case of this analysis, three different sites were evaluated: TicketMaster, StubHub, and Jukely.
Checkout processes were typically intuitive but usually included many steps and felt arduous
Profile and checkout icons were often easy to miss and not clearly visible
Home page was usually loaded with a lot of unnecessary information.
Most sites did not do a good job of identifying special offers and highlighting them for user
Sites had a slue of features that felt unnecessary and seemed to take away from the user's primary goals
User Interviews & observation
Once the competitive analysis was complete, user interview questions were crafted and directed at frequent concert attendees, to gain a better understanding of the processes currently available to them and where their pain points stem from. These same subjects were also observed as they attempted to purchase tickets on other online ticketing sites.
User interview/observation Findings
Most subjects were unable to go to at least one show in the past due to tickets selling out online.
Most subjects expressed frustration with the length of time it takes to purchase tickets online with current methodologies.
About half of users struggled in sifting through sites to find a show they wanted to attend.
User Journey Map
Upon completing user interviews and observations, a user journey map was developed in order to illustrate the ticket purchasing process currently available to concert attendees, and where along this process do their major pain points lie.
User's experience pain points mainly when trying to find desired tickets and during checkout process.
Once the research regarding current ticket purchasing modalities was complete, the next step was to gain a comprehensive understanding of users, their needs and motivations. In order to do this user personas were created.
User is product focused and knows what they are looking for
Looking to get what they want quickly
Averse to dark patterns and hidden fees
One the user persona was defined, an empathy map was used to further understand the user's goals, pain points, and environment.
Highly influenced by peers
Often has to purchase tickets for others who depend on them
Focused strictly on acquiring the product in mind (ticket)
Upon completing the research and ideation phases, findings were consolidated and applied to designs. The first stage of the design phase was low fidelity hand drawn sketches to illustrate the general layout of the UI.
Completed sketches were digitized and formed into an interactive prototype for testing purposes.
Subjects of the usability study were given the task of purchasing a general admission ticket to a concert via the prototype, then observed as they attempted to complete the task, and interviewed regarding their experience upon completing it.
Most users were unhappy about the search results page not displaying the venue.
About half of users interacting with the prototype mentioned they could benefit from receiving some additional info about the venue
Majority of users wanted their purchase information reiterated to them throughout the checkout process
A significant of number of users expressed a desire for being able to share their purchase via social media