Overview
Million tickets sold annually
500
Billion website views yearly
1
The redesign project aimed to improve efficiency and customer support for Ticketmaster.
The ticket purchasing process became more user-friendly by…
Streamlining ticket booking,
Introducing AI-powered event recommendations
Offering fast checkout options.
Customer Insights
Firstly, I needed to empathise with Ticketmaster’s users. The research survey comprised online interviews with 15 Ticketmaster users who use the app frequently. I asked them about their habits, needs, and problems.
“I’m always rushing to input my credit card details with the timer. Why can’t I use Apple Pay?”
“I can never find a quick solution when using Ticketmaster. I always need to search through articles or email them to get a reply days later.”
“Creating an account was such a tedious process. Why can’t I sign in using my social media or Gmail?”
Online Reviews
Secondly, I analysed 50 reviews from Appstore ( Ireland & UK market) & Trustpilot (Global market) regarding Ticketmaster’s services.
82%
Negative Reviews
18%
Positive Reviews
Trending issues based on this research
Research Findings
Customer Support Dissatisfaction
26%
Ticketmaster's Customer Service has long been a source of frustration for many customers.
Numerous reports indicate issues with response times, lack of effective resolutions, and dissatisfaction.
Currently, the only way to issue a query is by searching the article related to the user issue. Or else by submitting a request as a last resort.
Not having swift checkout features and transparent fees can cause users to abandon their purchases or lose tickets.
In addition, a lack of customer support can harm the brand's reputation.
It is essential to offer convenient payment options, streamlined forms, and responsive support to prevent checkout abandonment and maintain customer satisfaction.
of users frustrated with Checkout
16%
Sign-Up Inconvenience
22%
Asking users to Sign Up during ticket purchasing can create problems for Ticketmaster.
It can cause inconvenience and potential sales loss if users find it difficult or time-consuming.
Simplifying the process with guest checkout or social media login options can improve the user experience.
Secondary Research
The research outlines that complicated checkout processes can cause users to abandon online shopping carts.
Issues highlighted in red are Ticketmaster’s current issues.
If I improve the checkout process, I can solve a waterfall of issues.
2020 study done by the Baymard Institute - an “independent web usability research institute.”
Design Solutions
Current State Flow
Future State Flow
Incorporating social media sign-up simplifies registration, offers access to user data, enhances social sharing, and reduces user friction, improving Ticketmaster's efficiency.
It simplifies the registration process, saving users time and effort.
Enables faster ticket purchases, especially for popular events, reducing the risk of missing out.
Enhances customer satisfaction, loyalty, and retention.
2: AI Customer Service
By offering immediate assistance and solutions tailored to each user's specific issue, Ticketmaster can provide a more personalized and efficient support experience.
Implementing real-time customer actions within Ticketmaster's customer service can significantly enhance the user experience.
As previously mentioned, this solution eliminates long response times, lack of effective resolutions, and dissatisfaction.
3: Checkout Transparency
Transparent pricing in Ticketmaster's ticket fees can significantly improve user experience. By openly disclosing all charges at checkout, customers gain a clearer understanding of their expenses, leading to enhanced trust and satisfaction.
This transparency reduces the likelihood of negative online reviews and positions Ticketmaster as a more customer-friendly choice compared to competitors. Ultimately, embracing transparent pricing aligns with building positive customer relationships and loyalty.
4: Checkout Efficiency
Diverse Payment Options: Improves efficiency and streamlines transactions at Ticketmaster.
Reduces Abandonment: More payment choices lead to decreased checkout abandonment rates.
Seamless User Experience: Enhances customer satisfaction through flexible payment methods.
Automated Processes: Provides efficiency gains and boosts overall customer satisfaction for users and Ticketmaster.
User Feedback
Design Principal Iterations
Emphasis
Manipulating the elements to ensure the AI Chat button stood out.
Variety
Varying elements prevented the CTA from feeling monotonous and uninspired.
This redesign project is just beginning. I've used this time to analyze user behaviour in the e-commerce base, this research, and outcomes I will apply in my future projects. In the future, I would like to delve deeper into creating new ideas that prevent users from being kicked out of ticket queues and add extra security for ticket transferring.
What next?
