Ticket Master Redesign | UX Research Documentation


The user experience (UX) of purchasing concert/event tickets through Ticketmaster is confusing and complicated. To solve this problem I created a prototype of a web app that makes ticket ordering a painless experience, and maybe even fun. I optimized this process for desktop and touch-devices.




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Part 1: Define the Problem


I analyzed the current process Ticketmaster uses for ticket ordering. I documented each step within a flow chart, outlining the painful points and what steps were confusing or unsuccessful. Further research was gathered in a competitive analysis of other ticketing services who utilize smart ordering systems.



Part 2: User Personas and Process Flow

I created multiple personas of fictional users for my ticketing application. These outlined the specific needs, personalities, and situations of each user.
I designed a new process flow for my re-engineered site. This chart shows the path from searching for a ticket through the necessary details and comparing seat, prices, and events, to actually purchasing tickets.



Part 3: Application of Process Flow

I implemented potential user situations into my updated process flow. These scenarios varied from casual browsing, to extremely specific and time sensitive.

1. User visits your new site looking for a concert in the area on March 6th or 7th, they are bringing 5 friends who want to sit together, and everyone wants to spend less than $30 per ticket. They aren't really concered about the artist, they just want something to do for the weekend that costs less than $30 each. Will eventually buy tickets at the end of the process.

2. User vitits your new site at 9:58am because tickets for Taylor Swift (or pick someone less amazing if you're doing artsquest) goes on sale in 2 minutes, they know the city, they know the seating area they want to sit because they already did research because they are a crazy fan, but they need to great seats. They are wearing a Taylor Swift tshirt while they are ordering. Buying 2 tickets, willing to spend any amount of money to be close to Taylor. Will eventually buy tickets at the end of the process.

3. Users vists your new site, needs 4 seats for a Hall and Oates concert. User is super cheap and has lots of time to research. User really wants to compare to get the "best" seats for the chepest price. Hates sitting in upper levels, and pees a lot so they like to sit at the end of a row. User really deeply compares all options, takes notes on paper as they search for prices/seat locations. Will eventually buy tickets at the end of the process.



Part 4: Wireframes

After dicussing usability of my process flow, I created wireframes. The wireframes were critiqued and revised multiple times based on usability input.



Part 5: User Testing

I created a home page, search results, and ticket selection page based off of my wireframes and analysis for user testing. These responsive sites were created for specific tasks for the tester to attempt. I observed their interactions with my app, and documentented whtat improvements could be made to my process flow.

User testing provided solutions for improvements that should be made to my site. The favorite icons were successful to all testers. I observed that a user searching for a specific date tried to click on the dates provided in the homepage. These dates should link to the results page as well as the ticket pricing link. The minimum and maximum slider was the first choice in ticket filtering. To improve my other filtering options, the pull down menus should look more like separate and clickable options. Likewise, the location pull down menu on the homepage should also look more clickable. The star icons on the ticketing page were not as successful as the hearts and strikeouts on the homepage. A different icon might be better suited, or if the icons turn red on a hover, it might provide better information.