SeatGeek
PROJECT OVERVIEW
SeatGeek is an event ticket marketplace and an aggregator of sports, concert and theater tickets. Though allowing multiple tickets purchases, SeatGeek lacks the ability to allow users split payments nor to plan for group events.
This was a conceptual project to design features on SeatGeek existing mobile app that allow users to plan for a group event as well as split event ticket payments among attendees.
BASICS
Duration: 2 weeks
Team: Jason Ma // Samantha Macdonald // Taylor K. Owens
My Role: Interview, Ideation, Sketching, Paper & Digital Prototype, UI Design, Usability Testing
Deliverables: Interactive Prototype, App Mockup
Tools: Sketch, Invision, Photoshop
RESEARCH
APP EXPLORATION
Unlike my teammate, I personally did not have any exposure to the SeatGeek app; therefore, the initial task was to explore the app. I set out to examine its visual environment and usability flows. There were a number of key notes:
The layout is very clean and almost minimalistic.
Visuals are prioritized and well organized.
UI are very simple and basic.
The flow was somewhat intuitive.
Check-out flow was very short and straight to the point.
No payment splitting feature.
SURVEYS AND INTERVIEWS
To set the perimeter for the project, we constructed a screener to gauge the demographics as well as their habits in buying tickets for a group. We found out that:
Our target users are in their 20s and 30s,
They have at least once purchased group tickets
90% used Ticketmaster.
With 11 responses, the group split up to conducted interviews. We each talked to 2-3 people and the insights that we distilled from the Affinity Mapping are demonstrated in the I statements in this below image.
I statements distilled from Affinity Mapping
COMPETITIVE ANALYSIS
4 other competitors’ sites were analyzed for the basic functionality and the smoothness of the flows. Here are the findings:
Practically none (1 site is still unclear) has a feature to help user split the cost when buying event tickets
Only 1 site allows users to sell tickets
And majority neglect to promote sales and discounts.
PROBLEM
Users needs a way to split event ticket payments for a group because they enjoy coordinating events for a group, but splitting the cost is a hassle.
They also need a feature for planning group event without the inconvenience of contacting their friends individually
SOLUTION
We believe that by building an app feature that allows organizers to split event ticket payments with event attendees, the group organizer will have a more seamless and pleasant event coordinating experience.
We also believe that by giving users a more efficient tool to plan for group events, they will have more confidence in taking initiatives in coordinating them.
PERSONAS
DESIGN
USER FLOWS
This chart demonstrates 2 main users flows:
Users browse for a particular event and invite their friends to join them BEFORE purchasing the tickets.
Users decide to buy tickets for the group and choose the split payment function to pay for only their own ticket(s).
INFORMATION ARCHITECT
An app map was then created to construct the navigation of the whole process enclosing all steps of the users flow.
SKETCH
I was in charge of making the paper sketches (paper prototype) for preliminary usability testing.
WIREFRAMES / PROTOTYPE
After the first testing of the paper prototype, I moved on to constructing the wireframes based upon the sketches and feedback from the users tests. I utilized Sketch as the main tool for this task. After a number of rounds of testing, we converted the wireframes into interactive prototype using Invision.
USABILITY TESTING
USABILITY TESTING
In total, we conducted 7 usability tests across 4 versions of prototypes (ranging from lo-fi to hi-fi). Each test gave us valuable insights that significantly influenced our decisions on the modifications. The following images are the main feedbacks that users provided.
ITERATIONS EXAMPLES
Checkout Screen Iteration
We decided to rid of the radio buttons and replace it with block buttons due to the difficulties that users encountered during the tests. They couldn’t touch it due to small size nor did they expect radio buttons on an app.
The tickets price portion was changed from bullet point form to colorized tab form to increase hierarchy of information as well as reduce cluttering.
Group Information Screen Iteration
The tickets Information portion was changed from bullet point form to colorized tab form to increase hierarchy of information as well as reduce cluttering.
We decided to change from pop-up form to a full-page to reduce the confusion noted by users when testing
NEXT STEPS
Put the “Bryan the Browser” flow to usability test.
Develop function to allow the organizer to let attendees pay for multiple tickets rather than just one like current version.
Improve UI by updating the color palette to minimize the visual noises as well as bringing more attention to relevant content.
TAKEAWAYS
Working in a group environment requires each member to be understanding and and greatly open-minded. Everyone has to focus in the main goal and keep track of time
The biggest advantages for working with other designers is to be able to pick their brains and learn from them; and by doing so, I can improve my ability to see the problem from various perspectives.
“People don’t read” is firmly confirmed after this project.
© Jason Ma