Improving the ticket listing with a ticket flow agnostic approach

Business Problem: Inefficient and Ineffective

Due to market demands, we must continue to offer competitive ticket options. As the number of business partners providing ticket inventory increases, integrating partner inventory into the current ticket listing feature is not effective.

Because it can hurt the business, especially when the economy is not doing so good.

Here are some negative impacts that we have identified:

• There are 11 ticket listing flows, which makes it difficult, cluttered, and confusing.

• The average displayed ticket is redirected to other products or partners, resulting in no improvement in conversion rates.

We need to create a ticket flow that is not dependent on a specific partner. However, the current ticket flow tool is too complicated and slows down our operational workflow.

Image: Current ticket listing pages

User Problem: Difficult to discover

Some of our plans to prevent the redirection of displayed tickets to other products or partners were not successful. As a result, users aren't searching for tickets for events on our product, Gotix, but on other products that we frequently switch to. This has a negative impact on user retention.

According to our qualitative research, the two most common reasons for this negative impact are:

• Does not meet user's expectations when using a CTA “Check availability”

• The information displayed is not aligned with what is shown, resulting in many sold-out tickets, making it difficult to discover.

Validating The Problems

To ensure that we were tackling the correct issue, we underwent numerous validation processes.

Qualitative Research

Conducting user interviews with a few user archetypes in Indonesia to comprehend their behavior regarding browsing and purchasing.

Quantitative Research

Analyzing the conversion rate during the booking process to gain insights into the differences between those who purchase tickets and those who simply browse.

*Due to the confidentiality, I am unable to provide the details in this project.

The goal

What’s the Goal of the design?

Our goal for this feature is to first get a better understanding of user’s discovery with ticket sales and make the ticket flow more efficient and effective. We can do this by simply changing the currently 11 flow to hybrid flow.

Scope this project

Image: The user journey. The problem space of this project is highlighted in blue

For the detail 11 ticket listing currently attributes event & attraction type flow

The Approach

In this phase, a meticulously crafted end-to-end experience was conceptualized and subsequently validated through rigorous usability testing.

User Flow

Now that we have decided on an approach, time to discover various possible flows.

Image: user journey approach

Hypothesis

Best case:

• Flexibility and ease of use of the booking experience gotix.

• Simpler flow to discover where all tickets are available.

• Ticket flow agnostic.

• Onboarding is not needed.

Worst case:

• User confused.

• Traffic and redemption are less compared to the previous flow.

• Onboarding needed.

How it would work:

We’ll start with defining the ideal experience across the various steps in our existing flow: The journey will start from the ticket detail screen and then to the ticket list screen.

One of the current ticket listing flows

Image: one of the current ticket listing flows - Event detail page, ticket listing page, review order page

The design proposal

Time to choose which visuals to go ahead with

Sort the component section completely

Components are utilized based on the specific information that is required or presented on a listing ticket. In other words, the selection and incorporation of various components into the ticket design is dependent upon the nature of the data that must be communicated to the user. This practice ensures that the listing ticket is optimized for its intended purpose and that all relevant information is transmitted efficiently and effectively.

Image: Sort the component section completely

Image: Ticket listing exploration

• Arrival date & Guest Regarding the Arrival date component, users have two options to fulfill their requirements. The first option is to manually enter the date before selecting the ticket type, while the second option allows them to enter the date after selecting the ticket type. In the Guest component, it is mandatory to fill out the guest information to support our partners. Users can set the minimum and maximum number of guests. However, this component only allows the selection of a ticket type.

An illustration flow of how to utilize the date of arrival.

Image: how to utilize the date of arrival.

• Multiple schedule The usage of both the multiple schedule component and the arrival date component is incompatible. Therefore, it is necessary for businesses to opt for the suitable component according to their specific needs. This component is designed to facilitate short-term events that are organized and managed by Events at the counter, our esteemed partners.

• Group category Tickets are classified into groups based on the organizer package, with the objective of making it easier for users to select the appropriate ticket type.

• Info floor plan Additional information is provided to support seating layouts, which is aimed at helping users to easily identify available seats.

• Ticket type user-purchased tickets.

Types of tickets provided

Five types of tickets are provided: default, selection, seating, pay-as-you-wish, and packages. Each type has its own unique set of attributes.

Image: Five types of tickets are provided

• Ticket type default The commonly used ticket type only requires the quantity of tickets to be purchased, which is done through the use of a stepper component.

Image: Scenario when the user buys a ticket default

• Ticket type selection The selection ticket type is commonly used for attraction tickets that only require choosing one type of ticket and specifying the guest quantity. This type of ticket is used to provide our partners.

Image: Scenario when the user buys a ticket selection

• Ticket type seating selection Seating tickets are used to provide events that have a floor plan which calculates capacity based on the available seats.

Image: Scenario when the user buys a ticket seating selection

• Ticket type pay as you wish Pay-as-you-wish ticket type is offered to event organizers who hold charity events or other similar events. This type of ticket can have a purchase limit or no limit at all.

Image: Scenario when the user buys a ticket, pays as you wish

• Ticket packages Ticket packages are provided to meet the organizers' needs in selling tickets in bundles or multiples, making it easier for users to choose.

Image: Scenario when the user buys a ticket packages

The conditions and attributes that are used for ticket types.

Instead of cluttering the ticket type with new components, we played around with the content.

Image: The conditions and attributes that are used for ticket types

Usability Testing

To validate the design proposal, we conducted usability test sessions with 7 users. The test was done using prototype figma while we had a zoom video call with the participants.

‍The proposed design achieved the primary objectives of the project:

• ✅ Hybrid model concept: Most users can understand what they need to do to select the desired ticket listing with specific conditions. The information in the ticket listing card or component effectively communicates the concept to the users.

• ✅ Ticket type condition: The design of the ticket type card and the type label is user-friendly on the ticket listing stage. Users understand how to add orders and the minimum or maximum limits that are set up or not eligible.

• ✅ Contextual each section : Users can understand how to use each displayed section effectively. The information provided in these sections effectively communicates the concept and helps users find the desired ticket.

Release note

• The development process is being divided into multiple release phases.

• The implementation of matrix measurement is not complete, and will not be fully implemented until all phases are successfully released.

• Despite this, the business team has received positive feedback from existing partners regarding our efforts to enhance the ticket listing concept scheme.

Lessons learned

Understanding the importance of design principles and the jobs to be done (JTBD), I delved into exploring various possibilities for the ticket listing UI. Although I had fun and came up with wild ideas, I later realized that the simplest solution was the most effective one.

By refocusing on the problem and user journey, I discovered that aesthetic UI was not the main concern. The user's primary job was simply to complete the purchase.

By keeping the main jobs to be done in mind and establishing principles early on, I was able to remain focused on the problem and avoid getting too far off track.

And the last, I believe that dedicating time and effort into enhancing the product and acquiring knowledge can yield similar results.