After extensive research and testing, we set out to modernize the platform starting with upgrading back end technologies to applying new visual look and feel. Simplifying the UX journey for our fans to make a more seamless buying experience from selecting seats to checkout.
Role & Task
I was part of the Purchase team under Marketplace umbrella.
My main focus was to improve the buying experience, internally referred to as the EDP. Viewed by millions of users per day and the key area where a customer spend the most time in the consideration and decision making process.
The EDP is core to converting from choosing an event, selecting seats, to carting tickets. It is the page where it receives the most scrutiny from customers, to client partners, and regularly high-priority business initiative. Our goal is to create the next evolution of a more seamless, delightful buying experience form selecting tickets to purchasing.
Pre-Purchase
Discovery + Search + Browse
User browses upcoming events or directly types an event on search as a main entry point.
Purchase
Select Seats + Ticket Types + Add to Cart
Browse from map and list, view ticket info, event details, special offers, pricing transparency.
Post-Purchase
Account Management + Event Information
User reviews event details, parking, upsell opportunities, and merch. User also has the opportunity to re-sell tickets.
Challenge
The overhaul of the Ticketmaster experience led way for us to focus on improving the seat selection process, which users found confusing, slow, and overwhelming. Customers struggled with an overcrowded interface, unclear seat categories, limited information on seat views, and slow performance, especially on mobile devices. These issues led to high cart abandonment rates and decreased user satisfaction, ultimately impacting ticket sales and revenue. The goal was to create a more intuitive, faster, and visually engaging seat selection experience that would increase conversion rates, reduce drop-offs, and boost overall customer satisfaction.
Approach
To address these problems, we streamlined the user journey by simplifying navigation, clearing the interface by compartmentalizing merchandising from seat selection making way for seat visualization, and optimizing performance. New features, such as a "Best Available Seats" option and improved filtering, made it easier for users to find the ideal seats quickly.
Key issues
- Overwhelming interface
- Information overload
- Poor visualization
- Slow performance
Key changes
- Clear navigation
- Simplified interface
- Enhanced seat map
- Faster loading times
