A better way to experience events starts with finding the perfect seat.

TicketPros seat reservation functionality provides users new and intuitive ways to find their seat for any event. Backed by the stadium builder to provide ticketpro a data driven seating layout and end users quick and frictionless seat selection.

Role

Lead UX/UI Designer

Project Duration

6 months

Tools

Adobe XD
Google Sheets
Zeplin

Problem Statement

How do we bring the back-end stadium builder to fruition with a front facing seat reservation site that is both innovative and intuitive to use.

Goal

Our seat reservation functionality will fix the frustrations users have using the current event booking process by providing a clear and understandable platform to solve ticketing needs of any event goer.

Roles and Responsibilities

I worked in close collaboration with Mobii Chief Technology Officer, Project Manager, Senior Developers and TicketPro stakeholders.

Users and Audience

TicketPros users - Current users of the platform
Event goers - any individual looking to buy tickets to an event or sporting fixture is considered our target audience.

Finding The Solution

User Research

I conducted interviews with existing TicketPro users to understand their pain points in seat reservation and how they can be resolved. The user group, in this case, is young adults who use the platform to buy tickets for their favorite sporting events.

Pain Points

1

Lack of choice

the current website doesn’t allow seat selection with outdated UI, and it's difficult to understand while selecting season passes.

2

Slow process

The extended number of steps and confusing layouts made the entire process lackluster and stressful.

3

No Filtering system

There is very little to no flexibility in narrowing down the search.

Heuristic Evaluation of Existing Design

I conducted a heuristic evaluation of the existing TicketPros event purchasing platform using Jakob Nielsen's 10 general principles for interaction design

Competitor Analysis

I benchmarked the top 4 ticketing platforms and compared key metrics found out during my research such as Stadium Navigation, Buying Tickets, Labeling , Ticket Sorting, Filtering.

Stakeholder workshops:

Taking the research and competitive analysis in hand, I conducted stakeholder workshops where we discussed and fortified my findings into a plan of action.

First Iteration

Taking the research and competitive analysis in hand, I conducted stakeholder workshops where we discussed and fortified my findings into a plan of action.

Usability Testing

First Round

1

First build didn’t allow users to select seats and only filtered and chose the block where they wanted to be seated.

2

There was lack of options to cater for various scenarios

3

Buying package deals and season tickets was not considered

Second Round

1

Users found the packages button displayed to be overlooked easily as their attention is solely towards the panel on the left.

2

Users found the add more ticket button was not prominent enough and struggled finding the option in the flow as they overlooked it (since the design prompt asked them to hurry in the made up situation)

3

There wasn’t enough feedback on which seat the users had selected and many of the older age group wanted to manually select the row and seat to their liking.

Final Design

I added drop down panel for viewing ticketing information which doubles down as manual selection. Also added more visual cues to signal a step is remaining

More prominent button for add more tickets. Clear cart functionality is also added for quick removal of all items.

Find Seats for me - faster process to find seats by taking input from users regarding their preferences and giving them the best match. Reduces the entire seat selection process by 3 steps

Lessons Learned

Having to consider the needs of various user groups. It can be quite challenging and finding the sweet spot between accessible and overly complicated was a great learning process. Nonetheless, it was very rewarding especially when the positive feedback came in.

‍Experiencing the problem first hand is the best research. I actually went through the process of buying tickets from Ticketpros and Ticketmaster to grasp a feel of the differences and instantaneously was struck by the areas of improvement available. This made it much easier to design for something I would prefer to use in the future.

Next Steps

Conduct a Post-launch research to understand new pain points occurring in the platform and iterate again

The current build will not include pictures of the stadiums until they are photographed, once that is made possible the UI around seat selection will drastically improve

There is no picture in picture zoom due to the constraint on development time for the project

Make the website available in different languages and add tooltips along with more help in navigation.

More projects

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Stadium Builder

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