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Improving conversion for live event ticketing
Company: TicketsNow/Ticketmaster

TicketsNow (now Ticketmaster TicketExchange) is a secondary ticket marketplace, wherein, consumers can purchase hard-to-find, premium tickets to music, sports and theater events.  As the head of Creative, I was charged with redesigning the  website to address high homepage bounce rates and shopping cart abandonment. While TicketsNow has since been disbanded, I’m proud of the work that was done and decided to showcase it.

My Role: Creative Director and UI Designer
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3 mobile devices with TicketsNow content on the screen
Mockup of TicketsNow desktop homepage and mobile ticket listing page
Mockup: Music landing screen
The results
An improved user interface

This vastly improved and responsive user experience now brings the website to parity with leading competitors. The creative vision for the new website is a differentiated, “ownable” look and feel that embodies the energy of live entertainment. Intuitive organization of content, engaging visuals, strategic use of color coupled with the new polished design reinforces trust, which helps to increase consumer confidence and facilitate conversions.

Old TicketsNow homepage
OLD homepage
TicketsNow homepage redesign
redesigned homepage

Imagery that puts you right there

Featured photos are taken from the event attendees’ vantage point, reinforcing the TicketsNow brand promise of getting the best seats, “closer than you’ve ever been”

Close up of a famous woman musician in concert
Close up of a famous male musician in concert

Module based

Modules were used to house content and subsequently provide a library of UI building blocks that could be reused throughout the responsive framework. This speeds up development and streamlines updates.

Multiple content modules

Designed with mobility in mind

Desktop features were replaced with mobile friendly UI components for an optimal experience

Mockup of event carousel
Carousels

Using horizontal carousels makes the layout more flexible, allowing the designer to include much more content without inundating the user.

Mockup of a ticket delivery method selector
Accordions

Keeps the interface clean by hiding the information that is not relevant to the task at hand.  Users can reveal information to take action as needed.

Mockup of a venue map module
Swipeable Tabs

Enables users to view all options available without being limited to the small screen size by swiping left and right.

Mockup of a ticket quantity selector
Steppers

Using the plus/minus buttons to input data reduces the likelihood that a user will make a mistake when entering the ticket quantity.

Mockup of U2 mobile screen
Single Column Layout

Collapsing all of the content into one column makes for a more mobile-friendly, scrollable experience and improves dexterity.

Mockup of event type selector
Big Buttons & Input FieldS

Primary actions and buttons are big with ample whitespace to ensure users can tap and perform tasks accurately.

Conversion pages

Content is organized in distinctive sections to create a visual hierarchy that helps visitors quickly procure and purchase tickets to the events they’re most interested

Mockup of redesigned TicketsNow ticket listing page
Ticket Listings

Interactive filters at the top of the seat map helps consumers narrow tickets results down to show only the most relevant results, thereby guiding them down the path to conversion more efficiently.

Mockup of redesigned TicketsNow checkout page
Checkout

Content is grouped to lessen user fatigue and encourage visitors to complete the form. The 100% Guarantee/Ticketmaster Verified messaging is prominently placed to the right to ease consumer anxiety and lessen perceived risk.

Robust SEO landing pages

Landing pages have been transformed from flat “brochure-ware” into multimedia destinations, where visitors can virtually experience events prior to purchase.  A valuable conversion tool, the pages also enable visitors to add tickets to their cart without being directed to a separate ticket listing page.

Mockup of U2 tour landing pageMockup of U2 tour landing pageMockup of U2 tour landing pageMockup of U2 tour landing pageMockup of U2 tour landing page
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Imagery that puts you right there

Featured photos are taken from the event attendees’ vantage point, reinforcing the TicketsNow brand promise of getting the best seats, “closer than you’ve ever been”

Close up of a famous woman musician in concert
Close up of a famous male musician in concert

Imagery that puts you right there

Featured photos are taken from the event attendees’ vantage point, reinforcing the TicketsNow brand promise of getting the best seats, “closer than you’ve ever been”

Close up of a famous woman musician in concert
Close up of a famous male musician in concert