Best prices on theatre tickets
April 2022 — Current
product design
user research
Role: product designer
Last updated July 2023
Relisting - Flexible Ticket Resale
Relisting aimed to introduce a reselling feature to allow customers to sell their unused tickets. To assess customer perceptions and attitudes towards this potential feature, we will evaluate their views on ticket reselling and understand the value they see in it, even without a guarantee. By conducting this research, we aim to gain insights that will enable us to create a feature that offers maximum value to our customers while minimizing risks.
Problem at hand
The problem with traditional reselling methods is that they can be a cumbersome and frustrating process for customers, often resulting in price gouging. Also as a business TodayTix was doing this manually for users.
Current solution
The current solution is solely emailing customer support that requires someone to engage and interact with each user.
Proposed solution
Provide a platform for reselling distressed inventory, benefiting both buyers and sellers while ensuring a fulfilling and profitable experience for event organizers and customers.
Customers who are no longer able to attend the events.
The reselling feature allows TodayTix customers to sell unused tickets, reducing the risk of financial loss. Buyers benefit from access to tickets not available through traditional channels, filling seats and creating a more fulfilling and profitable experience for event organizers. The feature streamlines the ticketing process and minimizes waste.
Implementation Approach
  • Select users who have purchased from TodayTix as well as those who have not
  • Conduct seven initial interviews and seek consent to follow up for validation of specific ideas
  • Synthesize the research and insights gathered
  • Create prototypes using Figma, starting with low-fidelity wireframes and progressing to high-fidelity prototypes with detailed designs
User Research Goals
Customers who are no longer able to attend the events.
  • Identify customer pain points around reselling and reselling tickets without a guarantee of resale.
  • Determine if customers see value in a reselling feature without a guarantee of resale.
  • Understand the level of trust customers have in a reselling feature without a guarantee of resale.
  • Determine what features would make the reselling feature more appealing to customers.
  • Evaluate how the reselling feature would impact customer purchasing behavior.
Implementation Approach
  • What is the customer perception of reselling tickets on TodayTix?
  • Do customers see value in the reselling feature?
  • Do customers trust the reselling feature and understand the associated risks?
  • What factors influence customer trust in the reselling feature?
Results: Data Interpretation 
The data from the interview was categorized and analyzed to create the following empathy maps and affinity diagrams to make the data from the interviews more pallatible and understandable.
Relisting - Empathy maps
Relisting - Affinity diagram
Results: Data Representation of Users 
Based on the interview data from the participants and the affinity diagram the following personas were created to represent four different types of target user categories. Each persona was created by combining habits, user behavior and preferences from the interview participants and merging it from previous personas to take a stab at making secondary personas.
Secondary personas developed
Ticket relisting flow
I was worried that the flow core functionality of relisting and the implication to the business. My main concern was whether having a chance to sell and communicating that to the user in a way woudl deter them from using the feature.
Exploring wireframes
I designed a couple rounds of wireframes to drive conversation and get the right understanding of the data that was needed to pull and present to the users.
The solve
I was thrilled to design the solution for relisting and eagerly started implementing it. Adding a more branded and visually appealing experience was one of my key goals. I also planned for it to be a web experience, ensuring that it could be seamlessly utilized across all our white label brands. By doing so, I envisioned providing users with a consistent and engaging ticket resale process while aligning with our brand's identity.
version 0.1 explorations relisting
AI: Pivot, the plot thickens
During the middle of March 2022, the tech industry was experiencing a significant surge in AI advancements and product launches. Amidst this dynamic landscape, my company made the unexpected decision to pivot the solution for relisting. This news hit me hard, as I had poured my heart and soul into this project, investing countless hours of work, effort, and dedication.

From the initial stages of conceptualization, I had envisioned a seamless and user-centric ticket resale process, aiming to provide our users with the best experience possible. I conducted extensive research, delving into user preferences and pain points, and brainstormed creative solutions on whiteboards, iterating and refining the design based on valuable feedback from colleagues and stakeholders.

Witnessing the project being tabled felt like a setback and left me feeling disheartened, especially considering the passion and commitment I had put into crafting a solution that I believed would bring immense value to our users and the company. However, I realized that such situations are part of the natural course of product development and sometimes involve tough decisions for strategic reasons.
What I learned from this
Despite the initial disappointment, I chose to embrace this change as an opportunity for growth and learning. I took the time to reflect on the valuable insights gained during the project's development and the lessons learned from the collaborative cross-functional lean UX sessions and user research.
Finally, Relisting revisited
Months later, the company revisited the relisting project with a smaller scope, and to my delight, my work was not in vain. The previous design iterations and research proved to be valuable assets, enabling a more streamlined and efficient implementation of the relisting feature.

The experience of seeing the relisting project evolve from its initial conception to its eventual implementation taught me invaluable lessons about the iterative nature of design and the need to adapt to changing circumstances in the fast-paced tech industry. It reinforced the importance of resilience and open-mindedness as a designer, embracing change as an opportunity for improvement rather than a setback. Today, I am proud to witness the relisting feature in action, providing users with the flexibility they need and contributing to the growth of our platform. This journey has been a transformative one, reaffirming my dedication to delivering exceptional user experiences and driving innovation within the company.
Relisting prototype
Small footprint of relisting prototype
version 0.2 final flow of relisting
More projects