Mobile experience of ticket selection
As an example for this personal study project was taken Formula 1.
Problem
Users struggle to understand the variety of ticket types, the differences between event days, and the meaning of zones and their access levels. When selecting tickets, they are presented with numerous options, but the value of each ticket is unclear, making it difficult to determine which one best suits their needs. Additionally, seating views are only shown through photos, which do not provide a clear understanding of the actual experience.
Users
Visitors primarily aim to secure good seats at a reasonable price. They want to avoid paying extra for features they won’t use, such as VIP receptions, champagne, or additional services. However, they often find it challenging to assess seat quality in relation to price. They also struggle to differentiate between zones and determine which one best fits their preferences.
Goal
The goal is to provide users with a clear and intuitive way to compare ticket options, understand seating zones, and confidently choose seats that match their expectations and budget. The experience should eliminate confusion by presenting transparent pricing, seating quality indicators, and meaningful comparisons to help users make informed decisions.
Personas
Ideas Brainstorming
I believe, that ideas brainstorming process is crucial to make the design effective and user-focused. Here is a breakdown of some of the ideas:
1. Include explanation of ticket types: lack of clarity leads to hesitation and drop-offs. Providing straightforward information about ticket types and differences between days, zones etc. reduces confusion.
2. Include a detailed map of the track: a map with distinguishable zones and an option to view a seat/view from a seat (photo, video) helps users see the actual experience they’re paying for.
3. Clear Value of each ticket type: Features like a rating system, batches “best view”, “best deal”, “best price” etc make choosing process easier and faster.
4. Video from the race from a specific seat: users abandon carts less when they feel fully informed and know what to expect. Transparency drives confidence in the purchase.
5. Add Fun group: adding details about which “fan group” often buys seats in a given area to (for example, Red Bull, Mercedes etc.) creates a personalized and community-driven experience.
KPI Tree
I created a KPI tree to break down the goal into measurable and actionable components by identifiying UX pain points that affect ticket purchases. It ensures alignment between design efforts and business objectives by linking UX improvements directly to measurable KPIs.
1. Reducing User Confusion → Faster First Purchase: Users struggle to understand ticket types variety and difference between them. So by adding a video explanations and a map, and clearer ticket descriptions will help users make faster decisions and reduce session duration.
2. Improving Seat Selection → Higher Customer Satisfaction: Users find it hard to understand what will the experience be like. Solution here might be providing videos of the race from that exact area will help users to imaging their experience and hence match the expectations which will lead to higher customer satisfaction.
2. Enhancing Decision-Making → Faster First Purchase: Users find it hard to evaluate the benefits of different ticket options. So adding badges, scores, and social proof (for example, ratings and number of voters) will increase clarity, making users feel more confident in their choices.
3. Improving Seat Selection → Lower Abandonment Rate: Users might abandon purchases due to a lack of clarity on seating details. Providing an interactive seat map with price indications will increase transparency and reduce drop-offs.
4. Faster Checkout → Increased Conversion Rates: Users find the checkout process slow and lack quick payment options. So integrating Apple Pay, PayPal, and fast payment methods will streamline checkout and decrease abandonment.
Prototype
Formula 1 ticket concept is quite complicated for people who do not closely follow it: there are different zones, 3 days of races and ticket types. In order to make it clear I placed a 60 sec. video on the 1st screen explaining all the concepts. There are links available to start video on the exact part which a User would like to watch. Also I believe, it is important to state the length of the video, so the User would how much time it will take him.
After watching a video they can proceed to ticket selection.
First, the User can choose days which they would like to attend, and they might use filters: price, disabled access, giant screen and covered grandstand. The map shows the track and it is zoomable, once zoomed it shows the track detailly.
Then there are various ticket type presented. Each ticket has Rating with the amount of reviewers. The user can also play a video and see photos from that area to see the real view. In order to help to understand the experience there are stated max car speed, view on and fun group, also price. Some of the tickets will have batches like ”BEST DEAL”, “BEST PRICE”, “BEST VIEW” - helping user to navigate the ticket selection process. I believe, with this information expectations of users will match with the real experience they will get.
After clicking on Learn more on ticket type selection, a user will get to ticket details. There will be additional ratings: average rating, view and comfort rating with the amount of reviewers. Here they can select a row and a seat. The prices are clearly mentioned before they choose. Also down there is additional description of the tickets, images and videos, also benefits of this ticket. In case if a user is not satisfied then down below there will be offered to view other tickets.
Once the User selects seats they will be navigated to a Shopping cart with the summary of the selected tickets and possibility to apply a Promo code.
Once tickets are purchased, a user will be notified that they have successfully purchased the tickets. It will include the summary of ticket details and information where they can find their tickets.
Here we want to Congratulate the customer with the purchase since often it is a happy moment for them!
In the check out stage it is important to ask only for the most relevant information not to overwhelm the user.
Payment methods include one step payments such as Apple Pay, Google Pay, PayPal, and a standard Credit card payment method.