This four-week project was a concentrated exercise in prototype creation based on competitive analysis and quick, iterative usability testing. Through this work, I refined my agility with understanding user work flows, pain points, and usability problems.
I handled all aspects of this project.
Figma, Miro, Mural, Maze
Buying seated tickets to local venues via mobile can be frustrating because it can be time-consuming to choose a seat that would best meet the user’s preferences.
As a person who regularly buys tickets to live music shows in my area via mobile, I want to be guided through a simple process to purchase a ticket for a seat that suits my needs, so I can enjoy my experience at the show.
How might we create a more personalized and streamlined seated ticket buying experience for users purchasing tickets to Austin’s live music venues via mobile?
Currently, mobile sites for local venues in Austin are difficult to navigate and purchase tickets through. By conducting a competitive analysis of popular local venues such as the Long Center, Bass Concert Hall, and the Paramount Theatre, I identified a need to create a white-labeled product that these venues could purchase and then personalize with their branding to improve the ticket-buying experience for their customers.
Long Center
Bass Concert Hall
Paramount Theatre
I created a paper prototype to get a quick sense of how users would interact with the product.
After developing a paper prototype, I conducted in-person moderated testing with eight users to learn whether or not my hypotheses were correct.
“I hate having to pick my own seat. I really like the, ‘we'll just pick one for you’ option."
-Connor, avid concert-goer
“I tend to like to see everything that’s available at once because usually, I’d rather be in the mezzanine. But if the only option was to be in the back of the mezzanine, then I'd rather be in the front row of the balcony.”
-Rae, occasional concert-goer
After refining the paper prototype, I created a digital prototype to quickly gather data on users' preferences via unmoderated usability testing. I tested with a total of 20 users, with 12 total completions.
I incorporated these findings into a high fidelity clickable prototype.
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If I were to continue with usability testing to further iterate on this prototype, I would:
Inquire into why some users (4 of 14) didn’t like having seats suggested to them and look into alternatives
Explore a variety of seat views to better understand users' preferences
If I were to do this project again, I would further narrow the scope in order to better identify what I was trying to learn from the testing. Secondly, I would limit the digital prototype's fidelity and capabilities so there's less potential for user error on Maze. Last, I would ask more in-depth "why" questions to better understand users' motivations for their preferences.
