The
Screaming Goats
Redesigning the user journey in purchasing tickets for a concert
The Business
Screaming Goats is an up and coming rock band from Europe who is rapidly spreading into the U.S. Currently on their first world tour, this exploration delves into purchasing tickets for a concert.
Project Goal
Goal of this project was to streamline the user journey by quickly sorting and buying tickets for a concert in their location
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My Role
UX Researcher, Low-Fidelity, High-Fidelity Prototyping.
Usability Testing
Target Audience
We started by gathering a variety of users who have varying experiences with buying tickets online, regardless of what type of event to gain a wide overview of how each person’s experience differs. We assumed that users will know where to find tickets after purchase.
We found that 4 out of 10 users could not find their tickets after purchase or received no confirmation for their ticket purchase, therefore confirming our assumption.
Persona
Andrea W. | Creative Director
Needs to a way to coordinate tickets with her large group of friends
Pain Points
1
Lack of Coordination with friends
2
No Description of Tour Content
3
Inability to cancel tickets
Key Challenges and Constraints
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Most artists sites redirect to big box websites to purchase tickets.
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Ticket selling websites have minimal information on description of tour events.
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Reserved tickets are non-cancellable or have no way to cancel the purchase.
Research Study
We started with a broad sweep of competitors, including ticket selling sites that are not exclusively selling concert tickets.
We noticed that there were several common pain points from these sites, which include:
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artists site do not include ticket sales - they all reroute to a big box office site
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tickets sale out quickly - fans lose out to scalpers
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lack of tour information on the ticket sale sites
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distracting site interface
Initial Design Concepts
We noticed the competition mostly chose to split the screen with the map of arena and seating on the other side.
We took this concept further by allowing users to move their cursor over the location to see available seating before making a further selection.
We noticed photos of the events in seating arrangements displayed in competitor websites were repetitive and redesigned the space to contain a small image of the seating location marked off so users understand where they’re sitting in reference to the stage
User Testing Insights
We conducted an unmoderated usability study to monitor how users proceed through the user journey of the app without prompts.
Through these studies we found that 4 ourt of 10 users did not know where their tickets were.
To address the issue we created the last page int he user journey to contain visual confirmation of ticket purchases.
We also included a "my tickets" icon for users to see all their purchase history through the site
We also prompt users to download the app for ease of use
Accessibility Seating is hard to find
Lack of information
Purchased tickets hard to find
Mock-Up
In our mockups we focused on a cohesive color pallete that reflects the identity of the client.
Final Designs
We designed an site design that allows users to easily see options and book tickets to their favorite artist's concerts.
See my High Fidelity Prototype here!
Takeaways
Users like a straight-forward user journey that quickly takes Users to their searched for dates.
Next Steps
Incorporate the band identity further into the site design through branding and color choices.
Explore ways to insert haptic feedback to alert users of ticket sales
Other Projects
If you are interested in seeing more of my work, feel free to peruse the rest of my portfolio!