Intro and Overview

Examining the Ticketmaster app, a prominent platform that enables connections to various live events, reveals a major player in concerts, sports and more. By using technology to improve the search and purchase of tickets, Ticketmaster has seen global success. However, user feedback shows that certain areas, such as app navigation, seat selection and personalized event recommendations, require attention. Following a comprehensive analysis, our team is committed to improving the Ticketmaster app, exploiting its potential and addressing weaknesses. Our goal is to exceed the expectations of the diverse user group by ensuring a seamless and improved event discovery and ticket purchasing process.

Understand

Competitor Analysis

We first conducted a thorough competitor analysis to gain insight into the market and determine our product target. This process allowed us to gather valuable information and identify areas that are important for developing a product with broad consumer appeal. During the analysis, we focused on the key parameters of competitor apps, including content, structure, usability and design. We examined apps such as Resident Advisor, Eventim, Billetto and Eventbrite in detail, listed their features in a table, grouped them into three categories and marked strengths in green, weaknesses in red and opportunities in yellow. The Ticketmaster app in particular showed several weaknesses that indicate considerable potential for improvement. Examples include the lack of personal event filtering, a map function for discovering local artists and notifications of upcoming concerts by favorite artists. By scrutinizing each feature and evaluating them across all apps, we were able to quickly identify exciting elements to incorporate into our new product.

In the subsequent phase, we meticulously examined and evaluated the screen flow, functionalities, and complexities of the Ticketmaster app, identifying potential inconsistencies in behavior and design, while categorizing each section, including Home, Explore, Search, Profile, and Ticket Purchase.

We then conducted an online survey with 80 participants to gain valuable insights into the preferences and requirements of our target group by capturing general user background, purchasing behavior, preferences for ticket purchasing apps and interest in potential additional features.

How might we - questions

After identifying pain points in the current Ticketmaster app using our online questionnaire, we formulated ‘how could we’ questions to guide our conceptual and design approach. These questions aimed to turn insights into opportunities and develop innovative solutions. The first question focused on improving the clarity of seat selection for different price categories, while the second question explored the implementation of a new feature based on high demand that allows ticket buyers to resell tickets in case of illness. The third question related to ensuring personalized event recommendations on the home screen.

Kano Model

In the following phase, we used the Kano model to categorize functions and features based on relevance to the user and need for optimization and to prioritize the requirements, development tasks and customer wishes. The Kano model, represented in a qualitative coordinate system, assessed customer satisfaction and fulfillment of expectations for each function. Basic functions such as the search function and registration were marked in blue, satisfactory functions such as ticket reservation and background information on the event in green, pleasing functions such as QR code reception and seat enlargement in yellow and dangerous functions such as the difficulty of choosing a seat in red. In addition, potential opportunities for new features were highlighted in purple notes, such as a list of previous ticket purchases or ticket resale options. After prioritization, an order for retaining, revising or integrating features into the app emerged.

Storyboard

The storyboard visualizes a user’s journey with a ticketing app, from the initial engagement to an unexpected twist. It starts with the user opening the app and smoothly navigating through the seat selection process. The narrative takes a turn when the user realizes the event coincides with her mother’s birthday, prompting her to resell the tickets using the app’s resale feature. Meanwhile, another user on the waiting list receives a notification about the available tickets, leading to a successful purchase. The story culminates with a confirmation of the transaction, closing the loop of the resale experience.

Explore

Design Brand Filters

The Design Brand Filters framework is a strategic approach to align user experience with a brand’s identity, ensuring consistent and relevant interactions. It focuses on four main attributes: reliability, informativeness, structure, and personalization. Reliability ensures intuitive design and clear navigation, while informativeness delivers structured and precise content. Structure provides an accessible user interface, and personalization tailors the experience to individual preferences. This framework guides designers in creating experiences that not only reflect the brand’s ethos but also meet the functional and aesthetic needs of users, making each interaction both personalized and user-friendly.

Wireframes

These mid-fi wireframes aim to improve user experience through simplified ticket selection, personalized event recommendations, and an intuitive interface. They are essential for guiding the app’s development, facilitating design and functional enhancements. These wireframes mark a pivotal step in refining the user journey and forming a foundation for the app’s final development stage.

Variations

The design evolution of the mobile app interface captures the concert’s magic through increasingly vibrant and dynamic visuals, transitioning from utilitarian designs to ones filled with rich colours and playful animations. This progression aims to evoke the excitement of live music, transforming the user experience from ordinary to extraordinary and mirroring the emotional journey of attending a concert.

Result

Style Guide

Colors and Fonts

We deliberately chose the use of purple/pink tones for the bubble-like circles in the background to create an appealing color contrast. Purple and pink are not only vibrant and attention-grabbing colors, but can also be associated with creativity, energy and entertainment - aspects that are particularly relevant when it comes to events and ticket sales. Along with deciding on the color palette, we also had to decide on a suitable font. For the headlines, we used Futura in Bolt in font size 40, which is a modern and clear font characterized by its geometric shapes. For the body text, we opted for the Avenir Roman font a sans serif font that is characterized by its clear legibility

Icons and Buttons

We have used three different buttons in our final design. The primary, secondary and tertiary button. These represent a hierarchy and clarify what the user should do. We chose the Radix Icons set by WorkOS for its clean, minimalist design that aligns with our app‘s magical theme. The thin line width suits the design we have chosen as well as the slightly rounded corners.

rebranding

We have decided to change the name of the app from ticketmaster to tickethub and design a new logo for it. The star symbol in addition to the wordmark stands for inspiration and is intended to have a retro look to match the design elements in the background of the app.

Potential areas for future development

User requests

Based on user feedback, we would plan to add social media and community features, plus mobile wallet integration, to the app. This will let users connect with friends, share plans, and buy tickets together, improving the social aspect. Mobile wallets for ticket storage will make using the app more convenient and secure. These updates would aim to enhance user experience, making it more immersive and connected.

Our vision

Our development vision focuses on sustainability and accessibility. We would aim to cut paper waste with digital tickets and feature eco-friendly events. Plans would include adding voice commands, screen reader support, and customizable display settings for better accessibility. We would also improve notifications for event updates and ticket availability, ensuring users stay informed.

Pitch Video

Documentation

application_documentation_tickethub.pdf