.jpg)
The final high fidelity prototype
We interviewed 10 people to get an overall idea about opportunities, pain points and the background of our target audience. We wanted to able to inform the designers how to design a better user interface for purchasing tickets by developing an understanding of user goals and context.
We asked them open-ended questions such as:
- Tell us about your current ticket buying process.
- Are there some sites you prefer to buy tickets from? Why do you prefer those to other options?
- Why did you start using websites/apps to buy tickets? How does this experience compare with traditional ticket buying methods?
- What are good and bad ticket experiences you’ve had while buying tickets?
Insights
From the interviews, we discovered the pain points of the users and opportunities for improvement.
- Transparency in surcharges like a convenience fee, service fee, and parking fee
- Implement measures to prevent mass buying and hoarding of tickets
- Recommendations on best value ticket based on ticket buyer requirements
- A ticket price alert system
- Send mobile notifications whenever possible instead of emails
- Provide parking fee information and parking directions.
- Provide details about event schedule, duration, the venue map, the locations of emergency exits, food vendors, and restrooms.
Based on the data collected from the interviews we set up two personas - Ashley (Concert fan) and Arno (Sports Enthusiast). We referred to them throughout the entire product development process. Creating the personas allowed us to step back and identify with the users we are designing for. With these archetypes, we could ask the right questions - How would Arno react to the Social sharing feature after going to the Celtics basketball game? What would Arno think, feel and say?
User flow from planning to buy a ticket to the point after going to the event.
Based on the data collected from the interviews we set up two personas - Ashley (Concert fan) and Arno (Sports Enthusiast). We referred to them throughout the entire product development process. Creating the personas allowed us to step back and identify with the users we are designing for. With these archetypes, we could ask the right questions - How would Arno react to the Social sharing feature after going to the Celtics basketball game? What would Arno think, feel and say?
Customer journey map of a sports fan
I created a journey map that describes what the target user (Arno) thinks, feels and does during every step of the process from researching an event to what happens after the event. From this map, we got an overview of the major pain points in the experience of going to a concert/sports game.
At the beginning of the design process, I created wireframes for testing purposes. I used Balsamiq to create low fidelity mockups. Then I linked the screens together and made them interactive using the InVision app so they can be tested for usability. Doing this would allow us to discover problems and fix them early in the design process.
A participant testing the design
We wanted to know how the new design works. So we test the low fidelity prototypes. We drafted a Usability test questionnaire that would serve as a guideline while conducting the test. It had a pre-test questionnaire, tasks, and exit questionnaire.
Demographics
- 6 total participants
- 2 Male, 4 Female
- Age range: 21-28
Tasks
- Search for the Celtics vs Knicks game and then buy 2 tickets with a good view of the court.
- Share a picture from the game you went to on Instagram.
- Resell the ticket you just bought.
Usability Testing Results
We discovered a few issues from testing the prototype:
- Participants had difficulty in navigating the Seat information screen and selecting seats.
- Some participants couldn't figure out how to zoom in to view seats.
- Saved payment method hard to find.
Conduct further usability tests to identify scope for improvement in the new design. Reiterate the process.
- Address the ticket scalping frustration among users. Ticket scalpers hoard tickets, automatically buy and resell tickets at high prices.
- A smart price alert system. Several interview participants wished that there was a way to get the best deals on tickets hands free.
- Work on improving the ticket reselling experience.
What I have learned from this project
- Achieved a deep understanding of the entire User experience design process while working on a real product.
- User Research - Uncovering pain points: The user research and user testing uncovered unexpected user pain points and needs.
- The user is not always right: It is not so much about what the users want but what they need. As Henry Ford said, "If I had asked people wanted, they would have said faster horses".
