Ticketmaster is an online platform for buying and selling tickets for live sports and entertainment events.
Problem Statement
Personalized Post-Purchase Widget
​​​​​​​User Need
· Personalized and relevant experiences.
Business Goal
· Drive additional revenue though partnerships.
· Create an omni-channel personalization that combines online and offline experience
Roles and Responsibilities
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 platforms.

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

· Integrating smart targeting and machine learning
· Creating new revenue stream through up-selling 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 integrate a widget into the purchase confirmation page.
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. ​​​​​​​
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.

Ticketmaster vs. Client CTA placement

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.

· 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.
Back to Top