INTRO

Ticketmaster had invested years in developing iOS and Android mobile apps, but perceived a low return on investment. This perception was based on undesirable app engagement metrics, low download rates, numerous bug reports, and poor user ratings and reviews. Dissatisfied with the product, local market teams had ceased promoting the app.

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I joined a team of engineers tasked with recreating the existing app using React Native technologies to reduce future development costs. Our brief included making evidence-based improvements (now) and proposing future experiments.

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During our discovery phase, we learned that users often struggled to access their tickets at crucial moments, such as right before an event. Additionally, the app lacked a key feature for Ticketmaster's European users — the ability to browse events across multiple countries. For instance, a fan in Budapest might travel to Vienna for concerts, despite the cities being in different countries.

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My mission was twofold: deliver the work, including a foundational design system, and coach the team on product discovery and design methods. This approach aimed to empower the team to "self-serve" where appropriate in the future. 

GOALS

Increase app downloads — specifically, fans using mobile tickets via the app (as the business planned to move away from paper tickets for sustainability reasons)​

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Increase monthly active users — specifically, fans saving and purchasing a wider range of events with Ticketmaster (beyond large concerts, e.g. theatre, comedy, sports, and small music gigs — areas where competitors had taken significant market share)​

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Reduce development time and time to market — specifically by utilising technologies to develop and push app changes that didn't rely on native iOS and Android code. Developing a sensible mobile design system (using native elements only where they offered strong benefits) was key to this effort.

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As design goals - I saw opportunity to significantly raise the accessibility standard in the app (as ever 😉) and increase delight in key moments - which became a new home screen state: upcoming event experience.

DISCOVERY

I began with a comprehensive discovery phase. I facilitated workshops and conducted market stakeholder interviews to gather assumptions, and evidence on the apps status quo.

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Research Activities

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• Data Analysis: We analysed existing app data to identify technical user pain points and drop-off moments.

• Heuristic Evaluation: I conducted a UX review of the existing prototype, which revealed key areas for improvement in navigation and usability.

• User Research: We also traveled to Oslo (where Norway was a market willing to trial an early release of the proposed new app) to observe users in action and conduct short interviews during a concert.

• Competitive Analysis: I benchmarked the app against other leading ticketing apps to identify trends and opportunities.

• Synthesis: Collaborating with marketing and insights teams, we mapped out key "jobs-to-be-done" for event ticketing. We developed proto-personas, such as "Ola," a frequent concert-goer who often traveled between European cities. These personas informed design decisions throughout the project.

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These efforts led us to tackle the two aforementioned unmet needs:

1. Users lacked reliable (offline) access to their tickets. We saw this lead of frustration and bottlenecks when fans queue’d to enter events due to scanning issues.

2. Users lacked the ability to browse and buy tickets for events outside their home country. Potentially leading to lost sales and a lack of engagement with the app as an event discovery tool.

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Alongside tackling a wealth of technical and UX pains identified that could drive general app usability, and continued engagement. Especially as an event discovery tool.

DESIGN

Once the key issues were identified, we moved into ideation. Through design studios and co-creative workshops, I guided the team in brainstorming solutions.

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Key Solutions

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• Event browsing without orders: We prioritised the ability to filter and browse events across Europe.

• Offline ticket access: Ensuring users could access tickets offline, including via Apple and Google wallets, became a central focus.

• App USP and store marketing: I worked with local marketing and copy teams to develop assets and the slogan “Your phone is your ticket”.

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Prototype, Testing, Insights

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We rapidly developed prototypes (both design and code) alongside the Oslo market team and users. We tested the prototypes in a live setting at concerts in Oslo, including a large “Slayer” gig, refining them based on user feedback.

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An interesting further observation was that ticket scanners struggled to detect codes to scan when fans phone brightness was low. This inspired us to automatically increase the brightness in-app, when a fan opened a ticket ready for scanning.

OUTCOMES

The app launched successfully in Norway in early 2019, leading to several positive outcomes:

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• Increased Digital Ticket Adoption: Within three months, digital ticket usage had increased significantly, aligning with Ticketmaster's objective of going 100% digital.

• Reduced Queue Times: The improvements to offline access and ticket scan-ability helped reduce queue times at venues, enhancing the overall user experience.

• Positive Market Feedback: The Norway market team was thrilled with the app's performance and the collaborative process, leading to greater local buy-in.

• Team Success: The development team appreciated the co-creative workshops, which empowered them with a deeper understanding of design thinking and user-centric development.

REFLECTION

This project was a highlight in my career as it showcased the power of design thinking in a highly technical environment. By focusing on user needs and maintaining open collaboration across teams, we were able to transform a struggling app into one that resonated with both users and stakeholders.

The experience reinforced the importance of adaptability, user research, and cross-functional communication in delivering successful digital products.