Ticketmaster: UX Research & Storyboarding

At Ticketmaster, I led the UX Research, Interviews, and Storyboarding exercises to map user pain points, synthesize the findings, and suggest features and optimizations based on the current user experience of seat selection and purchase. I created a storyboarding map of the new end to end mobile experience.

Project: I managed Ticketmaster's global flagship mobile product strategy, vision, and UX execution for Ticketmaster Mobile Applications. The goal was to identify customer pain points based on purchase behaviors with a focus on the interactive seatmap for live and on-demand events.

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 led the UX research and Storyboarding process by identifying the top 50 concert attendees in the Los Angeles area. I contacted each participant, and brought them into our building for interviews. I took the time to structure the interview script to understand how users behaved and purchased during high-demand and low-demand Ticketmaster events. From the UX research process to the end-to-end technical execution, I focused on the end to end storyboarding exercise to map out the feature details and user states across the mobile application. I was responsible for the team timeline as well as the delivery of the revamped mobile application and new interactive 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. I synthesized the data from the customer interviews and identified the areas that the product could be optimized. I held a storyboarding session with the design and product team to identify the end to end flow based on the suggested optimizations from the pain points collected.

Process: I worked with the team to identify the step-by-step approach across the user journey. For every pain point that was identified, we prioritized the action items that could be taken to optimize engagement, conversion, and revenue which were he primary business drivers. From onboarding, purchase selection, purchase, and re-engagement, the journey map was created. I worked with design on identifying the key focus areas for improvement along the journey based on the iterative approach.

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%.