CASE STUDY - 2020
Ticketmaster LIVE
“I like going to shows for the energy and experience. I'm open to the idea of live streaming, but it will never be the same as attending an event in person.”
- Avid Concert Goer
MY ROLE
UX Designer
TOOLS
Adobe XD, Miro, Marvel, Zoom
TEAM
Sinae Watanabe, UX Researcher
Jenny Arrendondo, Visual Designer
Matthew Ducey, Interaction Designer
THE PROBLEM
Ticketmaster, an American ticket sales and distribution company with operations all over the world, has been affected by the impacts of the COVID-19 pandemic.
Shows and events have been cancelled, leaving people with the option for a refund or to attend the event at a later date to be determined. Although some shows have been rescheduled, the future of the pandemic is still unknown.
In the meantime, fans have to rely on streaming their entertainment via tv, computer, or phone.
RESEARCH
To kickoff our research, we conducted a competitive analysis to evaluate how industry leaders were offering entertainment via streaming services.
The main opportunities we found in this space were:
An immersive experience; to attract & engage user
Utilizing social interaction to attract & retain users
The option to purchase merchandise
* We discovered a feature that allowed users to invite friends to chat with and stream the show. We found it interesting that this social interaction aspect was only present on Amazon Prime and not on any of the other platforms.
OUR USER
Understanding the specific experiences and motivations of our user is essential to discover their behaviors in regards to attending events.
We interviewed 8 avid concert goers and identified these themes regarding their needs and frustrations.
They expressed that they attend events for the immersive experience which includes:
entertainment (artist, sports team, etc.)
social interaction
sensing the energy/experience (hear, see, feel, taste)
exclusivity/community (merchandise, fans)
INITIAL WIREFRAMING & PROTOTYPING
With respect to the findings we gathered from the data, we jumped right into designing wireframes and conducting usability tests.
With 6 users, we tested out multiple flows including: purchasing tickets, inviting friends to a Watch Party, shopping for merchandise, and streaming the show.
These are the main screens:
After testing the prototypes, users said that they:
Need more clear directions
Want a confirmation after purchasing ticket & merchandise
Like being able to interact with their friends
TAKEAWAYS
Collaborating remotely
Upon completing this project entirely remotely, I learned that staying organized, utilizing collaboration tools, and most importantly, communicating effectively are essential to collaborating remotely. Instead of allowing the distance and difference in time zone hinder our success, we combated every challenge by leveraging our resources and communication skills, turning it into a seamless experience.
Creating a new concept
In regards to the brief, addressing the implications of the COVID-19 pandemic was a challenge given that it was a unique situation where we were prompted to create an entirely new concept. Therefore, conducting user research effectively and thoroughly was vital to ensuring that pain points were properly identified and addressed in this new space.
Obsessing over the user
While being empathetic is unquestionable, this project allowed me to empathize with users on a more emotional level since the pandemic has negatively affected many people in so many ways. In order to effectively solve our user’s problems, it’s important to understand how to design the right thing. This starts with asking the right questions and listening to our users, which allowed us to narrow the scope and prioritize features that address their pain points surrounding attending events.
FURTHER EXPLORATION
Given the time constraint, our research led us to prioritize key features that addressed the lack of social interaction and exclusivity users were missing.
However, if we had more time we would:
Design for a TV application
Develop the On-Demand feature
Explore social media integration & sharing
Develop the video chat feature
Develop the option to upgrade access during the event
FURTHER ITERATIONS
Stream & Chat
Discover
Shop Merchandise