Insights & Ideation

Working with key stakeholders to gain insights and translate concepts into features that address customer attitudes and motivations.

Strategy & Vision

Creating prototypes that help communicate vision and strategy in order to gain alignment and drive decision making.

Execution & Validation

Developed and executed flows, wireframes, prototypes and design specs.

Challenge: Improve event discovery flow within the 1iota mobile application

I realized early on that the number of event variations would make classification and information hierarchy challenging. For example, while all results are displayed in a single list, events such as movie screenings are single a occurrence while series like Jimmy Kimmel tape four days a week with sub-events such as Jimmy Kimmel Outdoor Mini concert.

In order to gain insight on how to address this challenge, variations in event attributes were explored and distilled into a tree graph representing different approaches to information architecture, including a comparison of the existing classification of categories, and data filters. Resulting artifact highlighted friction points which allowed stakeholders to visualize moments in the experience which could lead to confusion.

This exercise was deeply insightful in uncovering relationships within the data, one such discovery was the link between events and celebrities. For example, Elijah Wood might appear as a guest on Jimmy Kimmel the same week as appearing on Good Morning America. As a result an Elijah Wood fan would likely want to identify all the shows featuring the actor whereas a Jimmy Kimmel fan might prefer to view all Jimmy Kimmel tapings and the guest being featured.

With this realization we identified several opportunities for reducing friction, one of these findings led to shifting filtering to a global feature allowing users to filter location and time across event thereby eliminating duplicate functionality.

Another consideration is that each project has a unique set of requirments such as branding, minimum age restriction, max ticket quantity, guidelines, and fan question. Designing a single flow which accounts for all these variants required deconstruction of core components. Through this exercise I was able to create a unified flow for ticketing which elegantly adapts to a wide range of use cases.

An important part of the design criteria was identifying opportunities for gamification of the user experience. I approached this challenge by focusing on behavior we wanted to encourage and designed achievement badges associated with these activities. 

Special events like NFL Drafted Fans and movie premiers are unique edge cases considered during design of the user experience. I wanted to create a process for users to discover and stay informed prior to tickets being released. 

A user can request tickets for any event, however, we needed a process to inform users in special cases. For example, a user from New York requesting tickets for an event in Los Angeles would be prompted to confirm that they will be in Los Angeles on the date of the event.

Electronic and printed versions of the ticket were redesigned to make it easier for guests find event details, find answers to frequently asked questions. 

Conclusion

This project was an amazing opportunity to explore the fan archetype as well as celebrities and how they shape the event discovery process. The next phase of this project will be to track key performance indicators to find new opportunities for enhancing the user experience.