Overview
Role
Product Designer, UX Designer,
UX Research
Team
Digital product, Marketing
Tools
Figma, Adobe Illustrator,
Adobe Photoshop
Problem
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Research shows that people face several general problems that can make it difficult to convince people to buy event tickets through a website. The checkout process is complicated or time-consuming, and it may discourage people from completing their purchases.
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Solution
To overcome these challenges and encourage people to buy event tickets through Happin website, it's important to build trust, offer reasonable ticket prices, provide multiple payment options, simplify the checkout process, and provide clear and detailed information about the event. Additionally, offering incentives such as early-bird discounts, special promotions, or bundled packages can also help incentivize people to buy tickets online.
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Our Approach
01 Research
Competitive Analysis
Surveys
Interviews
02 Design
Informed Brainstorming
Card Sorting
Design Iterations
Wireframe
Interactive Prototype
Design Considerations
03 Evaluate
Usability Testing
​Questionnaires
My Contribution
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I conducted a literature review on an entertainment event organization during the research phase and semi-structured interviews with potential user stakeholders.
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Three of my ideas were modified during the ideation phase and developed into our four final concepts. I then advocated for collecting user feedback, which helped us narrow our ideas down. I contributed to the information architecture design and created the wireframes for the settings tab. I then created the user flow of the web and an interactive prototype using Figma.
Finally, I moderated several usability testing sessions and led the discussion of deriving design implications from the data with my teammates.
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Design Outcome
Business referral opportunities
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If other franchisees received national deals and have events in your city, you will get extra business opportunities.
Presell opportunities
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Presale tickets is to reward loyal fans and give them early access to tickets for popular events before they sell out
Package opportunities
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Leverage ticketing, you can play with any marketing strategy to sell your services such as event labour services, merchandise, brand promotion, and more.
Research
We started the project with a clear idea to help our users complete the event RSVP with minimal clicks and errors. This is essential to ensure that the purchase journey meets the needs and expectations of its target audience and is designed to be user-friendly and effective.
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Domain Research
To better understand the problem space, we conducted a competitive analysis, which includes examining their design, navigation, and usability, as well as their pricing, payment options, and promotions. We also evaluate their marketing strategies, including their messaging, branding, and customer acquisition methods. For the competitive analysis, we focused on their products' features, functionality, and user experience, including their website and mobile app.
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Our main findings include the following:
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Many ticket-purchasing apps charge high fees and additional charges for tickets, which can be a turn-off for customers and may make events more expensive.
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Existing purchasing ticket platforms have limited customization options for event pages and branding, making it difficult for organizers to create a unique and memorable event experience.
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Some ticket-purchasing sites may have a poor user experience, with confusing navigation, slow load times, and other issues that can frustrate customers and discourage them from completing their purchases.
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Most event apps focus on organizer promotion instead of attracting attendees.
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Few products target late adolescents, a key demographic for event products, who are motivated to explore new and exciting experiences.
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The results motivated us to:
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Focus on Buy Ticket Requirement in our following surveys and interviews.
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Use a survey to verify if we understand the factors that people consider when purchasing event tickets.
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Surveys & Interviews
Survey
We first used a survey to 1) help us narrow down our target user group and 2) quickly learn about the most critical RSVP/Buy Ticket Requirement concepts and the pain points attendees encounter when buying tickets. We chose ages in the ranges of ​18-24 & 25-34 as our target audience based on the results of our domain research.
Survey Report
The Short Survey on People's Requirements When Buying Event Tickets has collected 200 responses; some exciting data funding is below.
Interviews
We then conducted semi-structured interviews with event planner experts and young people 1) to gain advice from experts and 2) to dive deeper into the problems attendees purchase tickets.
We created an affinity map as a group to identify themes from our qualitative interview data.
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Redefining Our User Group
Consistent with our domain research, we decided to focus on those users aged 18~34 who are often interested in music events, comedy shows, sports events, and outdoor activities.
Our expert interviews also taught us something unexpected: Young attendees always want to do something with the least time and steps. You must have an adequate reward system if you want them to stop and do something to share.
Therefore, we eventually focused our users on late adolescents, emerging adults and mature adults.
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Key Takeaways
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Based on the survey & interview results, our users aged between 18 and 34 tend to be more interested in attending events and purchasing tickets. When buying tickets, we delineated the different needs of late adolescents, emerging adults and mature adults.
Design
Ideation
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We conducted an informed brainstorming session based on the evidence we collected from user research. Each member first came up with a variety of ideas individually. Then we organize all the ideas into different concepts.
Card Sorting
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Eventually, we use card sorting to narrow our ideas to two significant themes to identify patterns and insights into how users perceive and organize information—understanding how users group and categorize information can create more intuitive and user-friendly navigation structures, labels, and information architectures.
Design Alternatives
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According to our needs, we then showed the following concepts and scenarios to potential users, asking them about their preferences and feedback on our designs.
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Concept 1
Our first concept leverages "Sign in CTA" notification to attention-grabbing encourage users to increase their chances of the user noticing the message and taking action. With the user's input, the system can generate personalized events for the user.
Concept 2
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Concept 2 provides multiple sessions of the event and enables users to switch to Listings/Calendar, It brings attendees more flexibility in choosing a session that fits their schedule and preferences and organizers can potentially generate more revenue by selling more tickets, especially if the event is in high demand.
Concept 3
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With the increasing use of smartphones and tablets, a large percentage of users access event websites and ticketing platforms through mobile devices. Our third concept provides a comprehensive, step-by-step responsive mobile version of the event detail page which provides a better user experience by allowing users to view the event details in an optimized format on their mobile devices. It can lead to increased conversions and ticket sales.
Concept 4
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Concept 4 aims to improve the user experience, reduce the number of steps and simplify the interface; organizers can increase the chances of users completing their purchase. A clear and easy-to-use interface makes users more likely to complete their purchases and not abandon their carts. Meanwhile, by highlighting related events or offering upgrades, organizers can increase revenue and provide users with more options.
User Feedback & Design Implications
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All these concepts are necessary, but after gathering feedback from 15 users, we decided to proceed with Concepts 2&4 as our core concept and incorporate Concepts 1&3 into our final design.
We also derived several design implications from participants' feedback on Concepts 2 and 4. Here are some examples:
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Wireframes
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We created the following wireframes to make our ideas more concrete, and to make sure that all the design concepts we derived make sense.
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User Flow
Design Considerations
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Usability Testing
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Working with a PM and Lead Software Developer, I organized and facilitated 15 user testing sessions during a Usability hub and remote user testing sessions having the users go through scenarios with the prototype I designed in Figma.
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User Testing Key Findings
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How do We Define Success?
