Ticketmaster: Built Interactive Seatmap for Conversion Lift

Project: I led Ticketmaster's global flagship mobile product strategy, vision, and execution for Ticketmaster Mobile Applications. The goal was to build a new interactive seatmap that would allow customers to identify their seat selection based on price, seat location, value, and view from seat to make clearer purchase decisions when it came to seat selection and checkout.

About Ticketmaster: Ticketmaster is the global leader in ticket management for large-scale sports and entertainment, specializing in sales, marketing, and distribution. As the largest ticket marketplace in the world, Ticketmaster is also the number one event search platform trusted by billions of live event fans. Ticketmaster powers artists, promoters, venues, campuses, and more with the world's leading enterprise-grade ticketing software and services, selling over 500 million tickets annually in 30 countries worldwide and partnering with over 12,000 global clients.

Project Scope: I headed Ticketmaster's mobile product management and partnered with cross-functional stakeholders across product, design, engineering, QA to build the new interactive seat map. I led the UX research process by identifying the top concert attendees in the Los Angeles area and brought them in house for interviews to understand how users purchased during high-demand and low-demand events. From the UX research process to the end-to-end technical execution, I was responsible for the team timeline as well as the delivery of the seatmap across all of the artists and venues.

What I Did: I initiated the UX process to understand the pain points from the current customers who used Ticketmaster digital properties to purchase their tickets. I witnessed their purchase behavior for both high demand, low demand and resale events to understand how they interacted with the platform and what their largest pain points were. We synthesized the data from the customer interviews and identified areas in which we could then optimize the product and leverage A/B testing to validate our solution. We worked with the Maps API team, the product design team, and our frontend engineering team to map out a timeline. We also understood the primary goals of the business as well as the key success metrics.

Process: I worked with the team to identify the bodies of work which included developing the new maps service, integrationg with a 3rd party for the view from seat functionality, bringing forth the Open GL rendering solution for the ability to pinch and Zoom. I worked with engineering to break down the work into stages where the initial focus was on GA, then ticket types and, finally on resale. I attached milestones and timelines to each of these phases to better identify with the scope of work, resources and feature sets attributed with each release. By partnering with design and engineering, we were all clear on the focus and execution of every phase to ensure the backend work was in line with the frontend work for delivery.

Results: The end result of the new interactive seatmap was significant. We increased Android YoY MAU's by 22%, YoY site conversion increased by 25%, YoY tickets sold increased by 26%.