In today's concert ticket market, buyers face scams when purchasing from unofficial platforms. While TickPick helps with price comparisons, it still struggles with hidden fees, outdated pricing, limited inventory, and a complicated purchasing process. This project proposes a new feature that offers real-time price updates, upfront fee transparency, a one-click purchase option, and seller verification with price alerts. By addressing these challenges, TickPick can create a more trustworthy platform, ensuring users enjoy transparent pricing and streamlined transactions.

My Role: UX/UI Designer

Tools Used: Figma, Adobe XD, Canva

Duration: 4 Weeks

User Interviews

I conducted five user interviews to explore experiences with purchasing tickets for live events through platforms like TickPick, Ticketmaster, and StubHub.

Common themes emerged, including:

  • a preference for concert tickets over other event types

  • reliance on social media

  • email for event discovery

  • consistent concern about hidden fees and transparency in pricing

Users expressed a desire for more seamless navigation across platforms, better seller verification to avoid scams, and features like real-time price updates and guarantees for ticket authenticity. Overall, improving transparency, user experience, and trustworthiness were highlighted as key areas for enhancing ticket purchasing.

Affinity Mapping

User Persona

Project Goals

Objective: Enhance the user experience of TickPick to increase customer satisfaction, trust, and ticket sales while positioning TickPick as a leading platform for live event tickets.

Business Goals

  1. Increase Ticket Sales

  2. Enhance Customer Trust

  3. Improve User Retention

  4. Expand Market Reach

  5. Optimize Platform Performance

User Goals

  1. Affordable Pricing

  2. Trust and Security

  3. Ease of Use

  4. Transparency

  5. Social Media Integration

Mapping Business and User Goals

  • Affordable Pricing: Aligns with increasing ticket sales by implementing upfront pricing and transparent fee breakdowns.

  • Trust and Security: Enhances customer trust through verified seller badges, money-back guarantees, and user reviews.

  • Ease of Use: Optimizes platform performance by simplifying the search and checkout process for a seamless experience.

  • Transparency: Supports customer trust by providing real-time updates and clear fee communication.

  • Social Media Integration: Expands market reach by enabling ticket discovery and purchasing through social media platforms.

Conclusion

Aligning business and user goals will enhance the overall user experience, boost trust and satisfaction, and drive ticket sales and retention. Implementing these strategies will position TickPick as a user-friendly and trustworthy platform for live event ticket purchases.

Problem Statements

  • Lack of Transparency in Pricing: Users are often surprised by hidden fees that appear at the checkout stage, leading to frustration and distrust in the platform.

  • Concerns About Ticket Authenticity: Users are worried about the authenticity of tickets, particularly when buying from secondary marketplaces or social media groups, which affects their willingness to purchase.

  • Complex and Time-Consuming Ticket Search Process: o Users find it cumbersome to search for and compare tickets across multiple platforms, leading to a stressful and time-consuming experience.

Feature Set

Research

Competitor Analysis

User Flow

Wireframes

User Testing

Objective: Test wireframes to gather feedback on usability and features.

Participants: 5 users

Key Findings:

  • Navigation: Easy to use, but a quick-access menu for frequent events was suggested.

  • Filters: Price filtering was popular; a seat type filter was suggested.

  • Price Comparison: Users liked comparing prices and suggested showing competitor prices.

  • Account Creation/Login: Smooth, but social media logins were recommended.

  • Fee Transparency: Upfront fees were appreciated, with a suggestion to add tooltips explaining each fee.

  • Purchase Process: Simple and clear checkout.

  • Buyer Guarantee: Reassuring, but should be more prominent.

Improvements Suggested: Personalized recommendations, dynamic filters, price alerts, competitor comparisons, fee breakdown tooltips, real-time cost estimator, and a more visible buyer guarantee.

Conclusion

The usability testing for the TickPick redesign showed that the new features were well-received, with participants finding the interface intuitive, visually appealing, and easy to navigate. Positive feedback was given on the home screen, search functionality, seat selection, and price comparison, with minor suggestions for improving filter visibility, adding a seat zoom feature, and refining ticket details. Overall, the redesign enhances the user experience, with future iterations focusing on refining these elements for even better usability.

Wireframes