This year the City of Chicago has implemented security perimeters and a bag check policy for all events and programs. Because of the new security rules, residents and visitors must purchase tickets online for the event or program they wish to attend. A new ticketing mobile website must be created for the city for upcoming events and programs.
To design a mobile website for Summerdance Chicago which would have a
booking feature to purchase tickets for entry into the city’s programs.
To identify behaviors, processes and pain points of consumers when purchasing tickets for an event online.
Residents and visitors to the City of Chicago who attend the public and private events and programs sponsored by the city.
I followed a UX design thinking process (see below) to make sure that my design decisions were supported through user research and feedback.
Phase 1: Empathize
Phase 2: Define
Phase 3: Ideate
Phase 4: Prototype & Test
Empathize Competitive Analysis
A competitive analysis was conducted to identify patterns of the booking process. The apps reviewed were hotels.com, ticketmaster.com, and booking.com. The purpose of this analysis was to reveal any new patterns or to identify similar ones. From looking at these apps, I discovered that although they are different in layout and display, the process was very straightforward and easy. Most importantly, the apps only gave the user the most important information needed to make the purchase.
Four(4) One-on-One Interviews
Interview Participants were Male and Female Between 25-60 Years Old
Purpose: The purpose of these interviews was to uncover key needs, wants, desires, and pain points when purchasing tickets online.
4 out of 4 participants need
3 out of 4 participants want
2 out of 4 participants desire
“Having a limited time to reserve a seat – frustrating, I feel rushed.”
Make navigation extremely simple.
The process should be quick and if it takes too long I just may log out. These days if it’s not seamless and if you can’t put your information in quick I don’t know if I trust it.
Interview Script (created by Traci Williams)
Hi my name is Traci Williams and I am conducting research regarding online booking experiences. I was approached by the Department of Cultural Affairs and Special Events to help design a website for Summerdance Chicago. One of the required main features is to have a booking component for residents and visitors to book their events for attendance. Would you mind if I spend about 20 minutes asking you about your experience booking any recent event or activity?
Based on the findings from the interviews, an empathy map emerged which outlined needs, wants and pain points of online buyers purchasing tickets. This empathy map would serve as the main source for data for the user persona. View larger map.
Introducing…Rick, The Regular Booker!
Define Project Goals
Business goals were outlined according to the client’s objectives and the user goals were based on the interviews and user personas. The shared goals were then outlined to make sure both sides were accommodated in the design process.
With the architecture in place, I created wireframes in Sketch for each screen of the flow.
(Not all features of the app were developed as only the booking process was focused on.)
Branding and UI Design
Prototype & Testing
After testing with the low fidelity prototype and implementing the suggestions, a UI prototype was made interactive with InVision and prepared for the second round of testing.
Reflection & What I Learned
Although I felt a booking site would be relatively easy, the devil is in the details. There are many steps involved to provide a smooth and easy straightforward booking process. This is where I relied heavily on the research. Being able to synthesize the research allowed me to stay inline with the user persona and deliver a well-received design for the consumer.
copyright©2020 traci williams
all rights reserved
designed by traci williams