Type
Personal project for practice
Category
User Research
UX Design
Tools
Figma
Miro
Pencil & paper
Google forms
Key activities
Context
There isn’t a single corner of the entertainment industry that isn’t affected, from Covid 19 pandemic. Also, Ticketmaster and apps of its kind, which connect us to events, suffered greatly over the last year and a half.
Fortunately, the vaccination is progressing rapidly and effective vaccines are widely available. The landscape changes and we can hope that soon the entertainment industry will recover.
Image source: appfigures.com
Any challenge provides an opportunity for growth, so the timing is great to rethink the Ticketmaster’s app user experience.
Brand Research
In order to understand the brand and its position in the digital landscape, I used Similarweb, a digital intelligence provider to get informed about web analytics.
Firstly, I was interested in data regarding the Industry. I wanted to figure out the main players as well as, Ticketmaster’s share of the market.
Interesting data
- There are more than 42 million monthly visits to websites that sell tickets
- 64,37% of the traffic derived from the mobile web
- Eventbrite.com attracts the triple visitors of Ticketmaster.com
- 72,9% of the Ticketmaster's traffic came from the mobile web
- 58,6% of the Eventbrite's traffic came from the mobile web
Source: similarweb.com
Oct 2020 – Dec 2020 | United States | All traffic
Source: similarweb.com
Oct 2020 – Dec 2020 | United States | Mobile web
Source: similarweb.com
Oct 2020 – Dec 2020 | United States | Ticketmaster and Eventbrite app Engagement in App store
Brand Research
Insights
Interpreting the data, it is clear that there are some opportunities for the Ticketmaster app to attract more users.
- Web analytics show a clear trend in visiting ticketing platforms through smartphones. Especially Ticketmaster’s traffic derives from mobile web.
- Also, most ticketing apps serve as a channel for sellers to make their tickets available to possible buyers. They mostly rely on sellers to promote the events and they don’t invest in promoting their services to ticket buyers.
- Ticket buyers are not loyal to a ticketing platform. Mostly they use the platform as a necessary channel to buy tickets they are already interested in.
- Ticketing platforms don’t invest to promote loyalty and personalized user experience.
Redesign Goal
How might we enrich Ticketmaster app experience to serve better the ticket buyers and promote loyalty?
Before we redesign the mobile app, we should make sure we understand the users goals, motivations, needs and frustrations.
Survey Objectives
In order to offer an excellent user experience and promote brand loyalty through the mobile app, we should:
- Uncover what resources participants leverage for new leisure events recommendations
- Understand what criteria participants rely on most when browsing for events to attend
- Learn more about the User Experience of the Ticketmaster app
Survey Key Findings
- 54% of participants rely on google search to find interesting events to attend
- 53% of the participants use Eventbrite app and 27 % use Ticketmaster app
- None of the participates have used Ticketmaster app more than 2 times to buy tickets in 2021
UX Research
Round Two
Competitive Usability Review
Since Eventbrite is the main competitor, I run a competitive usability test based on the thinking-aloud methodology , aiming to identify the strengths of the Eventbrite app and the weaknesses of the Ticketmaster app.
I observed how people interact with each mobile app and note verbal feedback . At the end of each session, I ask users which version they prefer and why .
The key is to understand the rationale behind people’s behavior.
Key Insights
- Ticketmaster onboarding - weaknesses
- The participants didn’t read the copy they tap NEXT to complete the steps
- Only one participant reached the Sign Up screen and then tapped on Cancel
- None out of 3 participants Signed Up
- Eventbrite onboarding - strengths
- The onboarding messaging is succinct and efficient
- The core value of the product is promptly delivered to the customer
- The personalized experience is focused on the user’s location.
UX Insights
Redesign Purpose
Design a user – centric onboarding flow that shortens the distance between sign-up and value.
Alignment with business objectives
- If users don’t clearly understand the value of the app and how to use it, their odds of churning drastically increase.
- Implementing a solid onboarding can increase significantly the app retention rate by providing personalized experience.
- Significant investment has been already done in developing the Ticketmaster app. Improving the onboarding user experience will make sure the return of the original investment.
“Onboarding isn’t about setting users up, it’s about getting them back.”
-Samuel Hulick, UserOnboard.com
My Approach
Value Driven onboarding Flow
The suggested onboarding experience is focused to set the user up to experience value from the product quickly. My approach encompasses the following principles.
User-centric Onboarding
Make clear the core value we’re trying to deliver to our users
Minimize Friction
Simplify the steps a new user need to take to receive that core value
Strong Messaging
Use succinct copy to encourage new users to take action
Empathy Map
I started the design process by developing an empathy map to understand what drives users’ behavior and guide me towards meaningful innovations.
I conducted a moderated session (an empathy interview) with a Ticketmaster’s customer to gather his feelings and motivations.
Empathy map - Buy event tickets
Design
The Result
Ticketmaster app - Onboarding Flow
Next Steps
Measure, observe, improve
Key Learnings
Working on the case study I had the opportunity to deepen my understanding of onboarding flows and value their contribution to the overall experience.
More precisely:
- Successful user onboarding is user-centric, not product-centric
- Designing a user onboarding flow that works is complicated. It involves a lot of research, testing, and optimization
- Onboarding is about retention, not acquisition
- If users aren’t onboarded properly, the chances of retention are minimal
- In each step, present a clear, benefit-oriented value proposition