TodayTix
Best prices on theatre tickets
My Orders - Central Hub for Ticket Control
Business problem
TodayTix identified a business problem of lacking a centralized hub for users to manage and track their ticket purchases, leading to user confusion and a significant increase in support queries regarding ticket delivery, ticket validity, and the process for redeeming ticket protection. Additionally, the absence of a streamlined post-show rating system for TodayTix and show score evaluations further contributed to the challenge of providing a cohesive ticket management experience for users.
Key goals
- Improve user control and visibility over their ticket orders.
- Reduce the number of support queries related to ticket management.
Approach
To address this problem, the My Orders feature was developed as a central hub within the TodayTix app, providing users with a comprehensive overview of their past and upcoming orders. The approach involved adding My Orders to the tab bar for easy access and implementing a clear system for communicating ticket statuses.
Key Performance Indicators
The success of the My Orders project was measured through the following KPIs:
- User Engagement: Increase in user engagement with the My Orders feature, indicating improved control and visibility over ticket orders.
- Support Queries: Reduction in the number of support queries related to ticket management, demonstrating the effectiveness of the new centralized hub.
By tracking these KPIs, TodayTix aimed to gauge the impact of the My Orders feature on user satisfaction, engagement, and support workload.
How did we get there?
The current experience
The aim of the projects was to improve the user experience by enhancing ticket control and flexibility within the TodayTix platform. This case study encompasses three key projects: My Orders, Reserved Offers, and Relisting. Each project addresses specific business problems, key performance indicators (KPIs), and goals, contributing to the overall objective of providing a seamless and user-friendly ticket purchasing experience.
Legacy My orders feature
My Orders v1: Key considerations
Ticket status
My initial version 1 design exploration put an emphasis at designing for the problem of in progress tickets and communicating the ticket status. The ticket status played a crucial role in addressing a significant customer support challenge faced by TodayTix. Due to a surge in customer support tickets and user inquiries, there was a pressing need to effectively communicate and provide clarity on the whereabouts of tickets.
Version 1 of the ticket progress in layout
Ticket progress inspiration
Deeper inspiration came from competitive research and the concept of movie minions as pocket helpers, guiding users through their purchase journey and creating a personalized experience. Progress bars were also incorporated to help users understand the status of their orders.
Version 1 Ticket progress module states
Ticket UX and visibility
A system of ticket status progress tags was implemented to effectively communicate ticket status updates to users without requiring them to tap into each individual ticket. This solution aimed to improve the user experience by providing clear and easily accessible information regarding the progress of their tickets. The design and implementation of ticket status progress tags were guided by usability heuristics to ensure an intuitive and efficient user interface.
- Visibility and Size: Optimize the size and placement of bar codes and QR codes for easy identification and access.
- Scannability: Ensure high contrast and test the codes in different conditions to facilitate accurate scanning.
- Adaptability: Design codes compatible with various scanning technologies to accommodate different venues and time of day.
The design of bar codes and QR codes in the ticket view aimed to optimize the user experience at theatre events, ensuring effortless scanning and validation for users while reducing wait times. Clear codes provided event workers with easy readability, facilitating efficient entry management.
Bar code and QR code sizing and margin spacing
My Orders v2
Deeper exloration and consideration
- Make easy to access from anywhere. Remove the need for navigation, and elevate the level so it isn't buried in "My Account".
- Elevate the experience to make it more delightful. Making the design less systematic and more of a branding moment.
- Reduce tech left. Due to tech constraints we had to pivot our design to make sure it it was consistent with current design patterns in the app.
Version 2 of the my orders feature
Solution
The ticket status played a crucial role in addressing a significant customer support challenge faced by TodayTix. Due to a surge in customer support tickets and user inquiries, there was a pressing need to effectively communicate and provide clarity on the whereabouts of tickets.
- Redesigned Tab Bar Integration: The My Orders feature was strategically integrated into the tab bar, making it easily accessible from any screen within the TodayTix app. This improved visibility and provided users with a consistent and centralized location to access their ticket orders.
- Ticket Status Progress Tags: To communicate ticket status updates to users without the need for additional taps, ticket status progress tags were introduced. These visual indicators, such as progress bars or icons, allowed users to quickly understand the status of their orders at a glance. This simplified and streamlined the process of tracking ticket progress.
Planned Features
The following features got enough time to be conceptualized, but not enough to even be designed:
- Personalized Recommendations. Utilize data and user preferences to provide personalized show recommendations to enhance the discovery of new productions and increasing user engagement.
- Ticket Protection Options. Introduce ticket protection options within the My Orders feature, enabling users to purchase additional coverage for unexpected circumstances such as event cancellations or personal emergencies post purchase.
- Places. Enable people to discover nearby things to do or places to go.
- Enhanced Sorting and Filtering. Improve the sorting and filtering options within the My Orders interface, allowing users to organize their tickets based on various criteria, such as date, show type, or venue.
These are roughly ranked by ambitiousness and my estimated ROI. Some of them are very involved and require new data sources along with a substantial amount of design and engineering to build them out.
version 0.2 final flow of relisting
