Customers navigating to the basket
Reduced necessity on engineering to maintain legacy components on site and updates
Ticketmaster is a global leader in live entertainment ticketing based in California the United States under the umbrella of Live Nation, with a marketplace that includes websites, apps, and Fan Support centers. It serves millions of customers worldwide from large major events such as concerts, sports and musicals to local small gigs that are up and coming.
My role on the project was to lead the new UX design improvements for legacy Norway Ticketmaster site. Working with a cross collaborative team included a Senior Product Manager, Head of Engineering and Senior UI designer to enable me to research, define, create and test new ideas on what was needed to deliver an MVP Launch. Using existing data, new data and testing I was able to set out roadmap recommendations that would meet the balance of customer needs and business requirements.
I started out with setting up a project space with the ability to review the pages of the site to quickly assess any UX fundamental improvements that could be made with the interface. This allowed me to understand the core structures I had to work with and the business content that existed. Working openly like this meant I could guide my team through my process and get quick feedback (Product, Design and Engineering)
Utilising the company's Hotjar account I setup immediately data points to track heatmaps and click paths to gain some quick understanding of how customers currently engaged with the existing site to determine any potential quick wins and suggestions.
After assessing the information I gathered from pre-existing research from the teams UX Researcher I was able to run a workshop with the Product team and Stakeholders to review the findings, walk through my quick win suggestions and make some decisions about next steps to drive the product to the next stage in uncovering more user needs while testing new designs.
Taking the decisions from the workshop to focus on several key areas of the site included finding and navigating content more efficiently, which meant utilising search functionality with the results output as well as better content signposting to encourage a quick click through and browsing experience.
I conducted several rounds of testing within the Ticketmaster team to refine requirements and expectations to ensure I captured all of the assumptions that stakeholders wanted to test. There was some conflicting perspectives to what expected project outcomes should be e.g more focus on ads vs content so conducting several tests with different UI fidelities allowed me to address stakeholders concerns and to showcase customer feedback more clearly. Granted this took a little more time but the outcome was that more of a valuable thing being able to make better decisions.
Utilising the feedback I had received from testing I was able to work with the UI designer to deploy style guide components to both the mobile and Desktop experiences. This additionally allowed me to feed in any changes to the components of the design system to offer more affordances to the wider international markets and their needs.
Utilising the Ticketmaster Design style components and specifications I worked with the engineering team to handover the refined designs for the core journeys of the flows to implement the redesign. Additionally supporting the tech team on JIRA ticketing to identify and support UI elements on edge cases with cases of copy writing on content, warning messages, error states and empty states.
Customers navigating to the basket
Reduced necessity on engineering to maintain legacy components on site and updates
Customers navigating to the basket
Reduced necessity on engineering to maintain legacy components on site and updates
Customers navigating to the basket
Reduced necessity on engineering to maintain legacy components on site and updates