Ticketmaster has been in the process of moving off of a legacy platform and on to a newer commerce API. With this movement to the new API, the opportunity to build a more streamlined and efficient checkout experience presented itself.
COMPETITIVE ANALYSIs / research
In order for us to properly gauge Ticketmaster's place in the market, we conducted competitive analysis. We began with examining the various interaction models our competitors employed, and then broadened our research to other large eCommerce websites.
Once we concluded interaction model research, we moved on to comparing the feature sets our competitors have vs. the one Ticketmaster currently supports.
Additionally, we referenced the Baymard Institute's guide to eCommerce checkout usability practices to validate that our design and UX choices would be sound and perform well.
wireframes & user testing
Once completing competitive research and development, we looked at user feedback of the current checkout flow, A/B test results, conversion metrics, and call center data.
With this information, I created a series of wireframes to get a baseline. We conducted user tests with paper prototypes to validate usability before proceeding to high fidelity user testing with inVision.
Current Ticketmaster checkout consists of: Review/Upsells > Delivery > Sign In > Payment. Between each page there is an interstitial loading page. The process is long, cumbersome, and in places confusing. The overall look is outdated.
Based on user testing results, usability guidelines, and Ticketmaster business needs - I opted to design a one-page, responsive, accordion-style checkout. The stepped approach gives focus to the section at hand, and making the sections editable avoids use of the back button and potentially losing tickets.
The overall objective is to decrease the amount of friction, and fix some of the more glaring pain points of Ticketmaster's legacy checkout. We believe this combination will lead to higher cart conversion and greater fan satisfaction.