Your one stop shop for event tickets.
Date: 6/26/2023 - 7/13/2023
Background:
Live entertainment is back in 2023. But so are tricky hidden costs, scalpers, and junky interfaces that can time-out, stall, and otherwise frustrate users looking for a relaxing night out or a trip to the ballpark. Instead of jumping around between apps to compare prices, avoid fees, and shop for experiences that may suit one’s taste – can one app mitigate all of these concerns and provide a seamless experience?
Goals:
To gauge the pain points of the overall ticket acquisition process for users shopping for a variety of live entertainment experiences. To identify opportunities for intersection between usability, transparency (fees!), and personalization. To identify innovations necessary to retain users for a variety of ticket needs.
Research questions:
How can we integrate a personalized experience to find event tickets in an easy and transparent way?
What are the main challenges that people encounter when buying tickets?
What are the tools that people use to buy their tickets?
What are the tools that people use for ticket storage and presentation?
What is the average current process that people take to buy tickets?
Methodology:
Our research team will construct a Proto-Persona as a basis for selecting participants. Then, six to twelve individuals will each be assigned to be interviewed by a single researcher from our team, one at a time. Their responses will be transcribed in full and documented as individual PDF files. The participants will then be given a brief survey relevant to the Research Goals, which will also be administered to an extended group of participants that will not be interviewed. This data will be collected and expressed in graphs. Additionally, our research team will conduct a Competitor Analysis of known existing health apps including, but not limited to, apps mentioned by our participants during their interviews.
*Link to full document provided at the end of presentation
Participants for the interviews and surveys:
Resident of the United States
Regular user of iOS or Android device(s)
Frequent attendees of live events (i.e. concerts, plays, sporting events, etc.)
Optional: eclectic taste (i.e. goes to sports games, concerts, and other events interchangeably)
*Link to full document provided at the end of presentation
Impact & Achievements
Conducted 10 in-depth user interviews and a large-scale survey to uncover pain points in transparency, usability, and personalization.
Led a competitive analysis identifying industry gaps and opportunities for differentiation.
Designed a personalized recommendation system synced with users’ streaming services to deliver relevant event suggestions.
Created a streamlined user flow that reduced ticket purchase steps and eliminated redirects to external sites.
Developed wireframes, prototypes, and usability tests that led to measurable improvements in navigation clarity and seat selection processes.
Collaborated in cross-functional teams
Reflection
This project was more than just an academic exercise it was a profound design journey. It challenged me to balance creativity with business goals, empathy with efficiency, and bold ideas with real-world feasibility. Working through complex industry issues while keeping the user at the heart of every decision strengthened my skills in human-centered design and collaborative problem-solving.