TodayTix - Reserved Offers

TodayTix

Best prices on theatre tickets

April 2022 — Current

product design

user research

Role: product designer

Website · Appstore

Last updated July 2023

Reserved Offers - Alternative Ticket Purchasing Option

Introduction

The Reserved Offers project aimed to introduce an alternative way for users to purchase tickets while also allowing TodayTix to sell at-risk inventory tickets profitably. The business problem addressed was the need to increase ticket sales and revenue by offering users discounted tickets while optimizing the utilization of available inventory.

Business problem

Addressing the need to increase ticket sales and revenue by offering users discounted tickets while optimizing the utilization of at-risk inventory.

Key goals

Increase ticket sales and revenue. Optimize the utilization of at-risk inventory.To achieve these goals, the following solutions were implemented:
At-Risk Inventory Highlighting: To incentivize users to purchase at-risk inventory tickets, a dynamic animation was designed to draw attention to the offers. This animation highlighted the value and exclusivity of the tickets being upgraded, encouraging users to make a purchase.

Approach

To tackle this problem, the approach focused on highlighting at-risk inventory tickets and providing a seamless discount application process to encourage users to make a purchase.

Key Performance Indicators

The primary KPIs important to this project were:

Increased Ticket Sales: The project aimed to drive an increase in the number of tickets sold through Reserved Offers, indicating the success of the alternative ticket purchasing option.
Revenue Growth: The goal was to generate a higher revenue through the sale of discounted tickets while optimizing the utilization of at-risk inventory.

By focusing on these KPIs, TodayTix aimed to measure the effectiveness of the Reserved Offers feature in boosting ticket sales and revenue while efficiently managing inventory.

Constraints

While designing we were constrained to building out the reserved offer experience within checkout and the need to highlight what the user previously selected.

Reserved offers in checkout flow

Legacy My orders feature

Ideation process

Issues with the explorations

Tooltips. This component would be very difficult to draw on the map view with out tech stack at the time. Although the idea would later then be introduced in a later feature it was something we stayed away from for this feature.
Change of seat in the same section. There was also something else that was considered when looking deeper into the problem, sometimes we would suggest a seat that were in the same section. So how did we communicate that in a clear way.
Other venue maps for pick your own seat (PYOS). Another thing that had to be looked into was how does this behavior look like on other venue maps.

Round 2: Stress testing

Introducing a moment of animation that would callout to a user in a subtle way without it being alarming and still bringing in a delightful moment for the user.

Solution

The Reserved Offers feature introduced an alternative way for users to purchase tickets at discounted prices while allowing TodayTix to sell at-risk inventory profitably. By highlighting exclusive ticket upgrades with dynamic animations and seamlessly applying discounts, users were incentivized to explore and purchase discounted tickets, contributing to increased ticket sales and revenue.

Averaging ~36% Purchase Conversion Rate

Reserved offers solution

Learnings

Throughout the UX design process for Reserved Offers, several key learnings were acquired:

Balancing Business Objectives and User Needs: Striking the right balance between maximizing revenue and enhancing the user experience was vital in creating a feature that met both business and user objectives.
Clear Communication: Ensuring transparent communication of the value and conditions of discounted tickets was crucial to building user trust and encouraging conversions.
Iterative Design: Frequent iterations and feedback loops with users and stakeholders were essential in refining the design and aligning it with user needs and preferences.

Animation

Introducing a micro-animation that would callout to a user in a subtle way without it being alarming and still bringing in a delightful moment for the user.