Sponsored Features

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Personalized Post-Purchase Widget

 

As a contracted Product Designer for Sponsorships at Ticketmaster, I was tasked with special projects all focused on designing features for their business partners, that would be seamlessly integrated on their responsive and native app plattorms.

Role

Ideation, UX Design, Visual Design, Prototyping, Testing.

Team

Sr. Product Designer, Product Designer, Director, Design 

Objective

User Need

  • Personalized and relevant experiences.

Business Goal

  • Drive additional revenue though partnerships.
  • Create an omnichannel personalization that combines online and offline experiences

Process

Emphathy 

We identified personas to help us stay anchored on the users and avoid letting our desire for features dominate user needs. This process also helped in identifying key tasks and the users emotional state

We began to think about fan experiences and the user journey during and post-purchase. Ticketmaster has long been known as a ticket sales and distribution platform but we were in a unique position of redefining that. The question for our team became “How might we use partnerships to upgrade fan experiences both on and offline?”
Something we all agreed on, was the trend in e-Commerce of users increasingly expecting more personalized and relevant experiences. 

Define

  • Intergrating smart targeting and machine learning
  • Creating new revenue stream through upsell and cross-selling

After much team brainstorming and deliberation with stakeholders, we arrived at a solution. We set out to meet users’ expectations of personalization by forging relationships with brands that could help us deliver targeted, meaningful offers to our users/fans. Powered by Rokt’s smart targeting and machine learning, we would intergrate a widget into the purchase confirmation page.

 Ideate

I mapped out key user flows in the experience all the way from checkout to when a user would be presented with a personalized and relevant offer. By doing this, I was able to establish key screens in the development process as well as a shared vision with stakeholders.  

 User  Scenario

 

 Challenges 

Design System Parameters

Working within the design system - we needed to place the CTA button where the user would be more likely to engage with marketing offers. The client’s widget design was going against an established visual design language and there was a concern that the CTA placement would result in a disconnected user experience. To maintain a human-centered, data-driven design approach, we needed to do a button placement test.

TM vs. client CTA placement

Button Placement Test Results

For the mobile experience, results showed statistical significance in the signup and completion rates for the stacked button design. Conversion per transaction was higher when the CTA was placed left-hand side compared with the right-hand side.

Results for the desktop experience showed no statistical significance in the signup and completion rates. Conversion rates were higher for desktop design with a left-hand side button placement.

Based on the results, we moved forward with the control design. That is, the action we wanted the user to take was placed on the left-hand side.

Solution

Takeaways

  • Design is a continual journey of optimization
  • Real-time data and analytics can inform design decisions
  • The willingness to be wrong is what will make you a better designer.

 

Additional Feature Integrations 

 

Apple Pay

 

KPI’s were indicating a drop in conversion rates. Users were going through the flow of searching for an event and selecting tickets but were not checking out. The key conversion events we were focused on were getting users to create an account, complete a ticket transaction, and allowing the site to store their credit-card information for easier checkout in the future.

Based on our incoming data, we hypothesized that users did not want to go through the registration process at checkout. 

Role

Ideation, UX Design, Visual Design, Prototyping, Testing.

Team

Sr. Product Designer, Product Designer, Director, Design 

Objective

User Need

  • Create a frictionless checkout experience for users with Apple Pay

Business Goal

  • Increase user conversion rates 

Process

Empathise

 

Define

Why Apple Pay?

Speed and covenience

  • Buying a ticket was now just a one-click task, regardless of whether you weren’t a registered user or already had a stored credit-card.

Security

  • Apple Pay is powered by biometric verification, assuring fans added security and less risk.

Revenue

  • As the Sponsorship division at Ticketmaster, our goal is to create transactional solutions, build amazing user experiences with partners, to delight users (fans) and drive sales. Faster checkout means higher conversion rates and lower cart abandonment.

Ideation

As part of ideation I mapped out the key flow and touchpoints that a user would be going through to checkout with Apple Pay. This process was particularly important in understanding the technology and API intergration.

Challenges

  • Merging Style Guides
  • Understanding the Technology

Solution

 

Mobile Designs

Desktop Designs

Takeaways

 

Communication

  • Product design should be holistic. When you collaborate, as is often the case, commucating cross-functionally is important in maintaining an omnichannel. 

Collaboration

  • I learned the power of collaboration. Every time I presented and listened to feedback, my work had the potential to become better simply because others see and think of different things than me.

Technology

  • It's important to understand the technology behind the design even if you're not a developer. Having the understanding helps you design better, know the feasability and consider edge cases.