Bringing the hype to live-event planning.
Bringing the hype to live-event planning.
Bringing the hype to live-event planning.
Product Design Intern @SeatGeek
Product Design Intern @SeatGeek
Product Design Intern @SeatGeek
Timeline
Timeline
Timeline
3 months
3 months
3 months
Role
Role
Product Strategy
Interaction Design
Prototyping
User Testing
Product Strategy
Interaction Design
Prototyping
User Testing
With
With
Product Manager
Engineering Team
UX Researcher
Data Scientist
Product Manager
Engineering Team
UX Researcher
Data Scientist
Team
Team
Team
Fan Engagement Team
Fan Engagement Team
Fan Engagement Team
Role
Product Strategy
Interaction Design
Prototyping
User Testing
With
Product Manager
Engineering Team
UX Researcher
Data Scientist
Overview
Overview
Overview
With technological savvy and a fan-first attitude, SeatGeek is the live entertainment platform empowering fans to have their next best-night-ever.
With technological savvy and a fan-first attitude, SeatGeek is the live entertainment platform empowering fans to have their next best-night-ever.
With technological savvy and a fan-first attitude, SeatGeek is the live entertainment platform empowering fans to have their next best-night-ever.
It was the summer of 2024...
when I dove into the fascinatingly complex world of ticketing!
Knowing nothing about ticketing, I submerged myself in strategy docs, terminology… a whole firestorm of Confluence pages. To gain a broad product understanding and address the UX team’s lack of documentation, I compiled the product’s core flows into one file, which is now used by teams across the company!
Working closely with the data team, I designed a strategy to increase our iOS push notification opt-in rate. Grounded in experiment data, this project gave me a deeper understanding on driving business outcomes.
I led the design work for a new venue map experience, enabling fans to plan for their best-night-ever and venue owners to increase in-venue spend. The experience just launched with the Cleveland Cavs and will soon launch with 12 more major clients!
For this case study, I’ll be focusing on the venue map project.
For this case study, I’ll be focusing on the venue map project.
Problem
Problem
Problem
Fans are trying to plan for their best-night-ever, but the information that they need is delivered poorly.
Fans are trying to plan for their best-night-ever, but the information that they need is delivered poorly.
Fans are trying to plan for their best-night-ever, but the information that they need is delivered poorly.
Outcome
Outcome
Outcome
An interactive map that makes event planning not only successful, but just as hype as the event itself.
An interactive map that makes event planning not only successful, but just as hype as the event itself.
An interactive map that makes event planning not only successful, but just as hype as the event itself.
How did we arrive at this problem space?
How did we arrive at this problem space?
How did we arrive at this problem space?
A fan's pre-event planning process is critical in removing the stress of navigating a busy venue & ensuring time for what's important to them, but the information that they need is delivered poorly.
A fan's pre-event planning process is critical in removing the stress of navigating a busy venue & ensuring time for what's important to them, but the information that they need is delivered poorly.
A fan's pre-event planning process is critical in removing the stress of navigating a busy venue & ensuring time for what's important to them, but the information that they need is delivered poorly.
We found that fans invest significant time & energy into their pre-planning process, making important decisions such as when to arrive or whether to eat dinner at a venue. For some, planning was their favorite part of the experience! However, they lacked sufficient information about food or entertainment options, making it difficult to plan.
We found that fans invest significant time & energy into their pre-planning process, making important decisions such as when to arrive or whether to eat dinner at a venue. For some, planning was their favorite part of the experience! However, they lacked sufficient information about food or entertainment options, making it difficult to plan.
Venues want to drive in-venue spend by getting fans to arrive earlier & eat at the venue, but struggle in convincing them to do so.
Venues want to drive in-venue spend by getting fans to arrive earlier & eat at the venue, but struggle in convincing them to do so.
Venues want to drive in-venue spend by getting fans to arrive earlier & eat at the venue, but struggle in convincing them to do so.
Venues want fans to arrive earlier for an event, so they're likely to spend more while in the venue. They want to do so by highlighting delicious food options & special experiences for season ticket members, but have limited digital experiences.
Venues want fans to arrive earlier for an event, so they're likely to spend more while in the venue. They want to do so by highlighting delicious food options & special experiences for season ticket members, but have limited digital experiences.
Why did we converge on this solution?
Why did we converge on this solution?
Why did we converge on this solution?
Engagement data showed that fans love exploring maps and we knew that an interactive map would differentiate us from competitors while driving in-venue spend for our clients.
Engagement data showed that fans love exploring maps and we knew that an interactive map would differentiate us from competitors while driving in-venue spend for our clients.
Engagement data showed that fans love exploring maps and we knew that an interactive map would differentiate us from competitors while driving in-venue spend for our clients.
Existing venue maps delivered poor experiences; we knew that we had the technical capacity & unique data that would enable us to deliver valuable, customized map experiences to fans. Building a strong map experience would not only differentiate us from competition, but help solve critical client needs such as improving ingress operations and increasing in-venue spend.
Existing venue maps delivered poor experiences; we knew that we had the technical capacity & unique data that would enable us to deliver valuable, customized map experiences to fans. Building a strong map experience would not only differentiate us from competition, but help solve critical client needs such as improving ingress operations and increasing in-venue spend.
“...we have an interactive venue map... but [it] makes no reference to a fan’s seat location and that is a huge gap.”
“...we have an interactive venue map... but [it] makes no reference to a fan’s seat location and that is a huge gap.”
- The Titans (client)
- The Titans (client)
What directions did I explore?
What directions did I explore?
What directions did I explore?
To uncover the best long term direction, I explored a spectrum of design directions, each optimizing for a specific aspect of the user experience.
To uncover the best long term direction, I explored a spectrum of design directions, each optimizing for a specific aspect of the user experience.
To uncover the best long term direction, I explored a spectrum of design directions, each optimizing for a specific aspect of the user experience.
Early Explorations: exploring the range of possible experiences.
Early Explorations: exploring the range of possible experiences.
Early Explorations: exploring the range of possible experiences.
Given that this was an entirely new feature that we had no past data or research to inform, I started with exploring a wide range of possible directions we could take the feature, considering how to differently address a range of user needs & client needs.
Given that this was an entirely new feature that we had no past data or research to inform, I started with exploring a wide range of possible directions we could take the feature, considering how to differently address a range of user needs & client needs.
Iteration: distilling patterns into 3 potential directions.
Iteration: distilling patterns into 3 potential directions.
Iteration: distilling patterns into 3 potential directions.
I distilled the range of possible solutions into 3 directions, each optimizing for a different aspect of the user experience. Due to a wide and unknown range of user behavior, we lacked information on which aspect to prioritize.
I distilled the range of possible solutions into 3 directions, each optimizing for a different aspect of the user experience. Due to a wide and unknown range of user behavior, we lacked information on which aspect to prioritize.
filtering: prioritizing explorations of different kinds of attractions
filtering: prioritizing explorations of different kinds of attractions
discoverability: prioritizing easy exploration across venue levels
discoverability: prioritizing easy exploration across venue levels
seat location: prioritizing the context of fan seat location
seat location: prioritizing the context of fan seat location
How did I narrow down?
How did I narrow down?
How did I narrow down?
To align on a long term vision and identify the best MVP, I led discussions with internal stakeholders and dove into the technicalities with the engineering team.
To align on a long term vision and identify the best MVP, I led discussions with internal stakeholders and dove into the technicalities with the engineering team.
To align on a long term vision and identify the best MVP, I led discussions with internal stakeholders and dove into the technicalities with the engineering team.
Iteration: defining the most feasible & valuable MVP experience.
Iteration: defining the most feasible & valuable MVP experience.
Iteration: defining the most feasible & valuable MVP experience.
I worked with my engineering & product counterparts to revise our scope for MVP. By also leading discussions with internal stakeholders, I narrowed down to 2 design directions that would best serve our short term MVP goals and long term product strategy goals.
I worked with my engineering & product counterparts to revise our scope for MVP. By also leading discussions with internal stakeholders, I narrowed down to 2 design directions that would best serve our short term MVP goals and long term product strategy goals.
prioritize map
prioritize map
list bottom sheet
list bottom sheet
How did I validate my design decisions?
How did I validate my design decisions?
How did I validate my design decisions?
To get signals on how fans might explore the map and what features they value, I built 2 prototypes and conducted 12 unmoderated tests.
To get signals on how fans might explore the map and what features they value, I built 2 prototypes and conducted 12 unmoderated tests.
To get signals on how fans might explore the map and what features they value, I built 2 prototypes and conducted 12 unmoderated tests.
research goals
research goals
6 unmoderated tests per prototype
6 unmoderated tests per prototype
analysis method (Kano Framework)
analysis method (Kano Framework)
How did I apply insights from user testing?
How did I apply insights from user testing?
How did I apply insights from user testing?
I revised the designs based on fans’ exploration patterns and what features they’d found to be most valuable.
I revised the designs based on fans’ exploration patterns and what features they’d found to be most valuable.
I revised the designs based on fans’ exploration patterns and what features they’d found to be most valuable.
We observed that tended to immediately pan around the map upon entry, indicating that they preferred to start with understanding the overall map. We also noticed that while seat location was deemed useful, it wasn’t actively used when making decisions.
We observed that tended to immediately pan around the map upon entry, indicating that they preferred to start with understanding the overall map. We also noticed that while seat location was deemed useful, it wasn’t actively used when making decisions.
Insight 1
Insight 1
Insight 1
Fans didn’t notice the level selector in the bottom corner, but did notice when it was placed at the top.
Fans didn’t notice the level selector in the bottom corner, but did notice when it was placed at the top.
Decision
Decision
Decision
Place level selector at top.
Place level selector at top.
Insight 2
Insight 2
Insight 2
Being able to browse concessions in a list was a nice-to-have, but not a must-have.
Being able to browse concessions in a list was a nice-to-have, but not a must-have.
Decision
Decision
Decision
Remove list from MVP.
Remove list from MVP.
Insight 3
Insight 3
Insight 3
Fans preferred starting zoomed out on the entire map, rather than at their seat location.
Fans preferred starting zoomed out on the entire map, rather than at their seat location.
Decision
Decision
Decision
Set entry state as zoomed out.
Set entry state as zoomed out.
Final designs
Final designs
Final designs
Final designs prioritized ease of navigation around a level, while still accommodating a range of exploration patterns.
Final designs prioritized ease of navigation around a level, while still accommodating a range of exploration patterns.
Final designs prioritized ease of navigation around a level, while still accommodating a range of exploration patterns.
Given what we observed in user testing, we prioritized navigation around a level and understanding what concession options each level offered. Considering that there was still a gap in our understanding of the variety & frequency of exploration patterns, I gave recommendations of what engagement data to collect during our first launch to inform future design directions.
Given what we observed in user testing, we prioritized navigation around a level and understanding what concession options each level offered. Considering that there was still a gap in our understanding of the variety & frequency of exploration patterns, I gave recommendations of what engagement data to collect during our first launch to inform future design directions.
What next?
What next?
What next?
We’ve launched this feature with the Cleveland Cavaliers and it’s soon to hit 12 more clients and their venues!
We’ve launched this feature with the Cleveland Cavaliers and it’s soon to hit 12 more clients and their venues!
We’ve launched this feature with the Cleveland Cavaliers and it’s soon to hit 12 more clients and their venues!
What did I learn?
What did I learn?
What did I learn?
I learned a million things this summer! Here are 3 of them.
I learned a million things this summer! Here are 3 of them.
I learned a million things this summer! Here are 3 of them.
Understand how strategy ladders up to enable impactful design.
Understand how strategy ladders up to enable impactful design.
Understand how strategy ladders up to enable impactful design.
Taking the time to understand not just my team’s strategy, but how our product strategy extended to our goals as an organization, and then to the scale of the entire company, helped me ensure my designs not only fulfilled team goals, but helped drive the company’s big picture priorities.
Taking the time to understand not just my team’s strategy, but how our product strategy extended to our goals as an organization, and then to the scale of the entire company, helped me ensure my designs not only fulfilled team goals, but helped drive the company’s big picture priorities.
Being able to read data is powerful.
Being able to read data is powerful.
Being able to read data is powerful.
Out of curiosity, I learned how to use the data team’s tools. This enabled me to jump straight into the data to inform my designs, rather than having to ask a data counterpart.
Out of curiosity, I learned how to use the data team’s tools. This enabled me to jump straight into the data to inform my designs, rather than having to ask a data counterpart.
Use a framework to prevent getting lost in design explorations.
Use a framework to prevent getting lost in design explorations.
Use a framework to prevent getting lost in design explorations.
In the beginning, I struggled with narrowing down my explorations because it seemed that there were so many possible directions. Implementing a clear framework as I went about my explorations would’ve helped me more easily identify patterns and narrow down.
In the beginning, I struggled with narrowing down my explorations because it seemed that there were so many possible directions. Implementing a clear framework as I went about my explorations would’ve helped me more easily identify patterns and narrow down.
Explore more!
Explore more!
Explore more!
