A redesign of Singapore’s largest ticketing service website, with the focus on the purchase flow

1. A redesign of Singapore’s largest ticketing service
website, with the focus on the purchase flow

2. Research findings:
Overhauled Information Architecture and purchase flow in current website
Solutions:
1) Developed new content strategy and website layout
2) Enhanced purchase flow

4. Main Involvement
1) Usability testing and reporting
2) Prototype

5. Usability Testing
Paper prototype

6. Usability Testing
Mockup testing

7. Usability test report

8. Prototype
(Conceptualisation)

9. Conceptualisation (Sketching)

10. Conceptualisation (Wireframe)

11. Results

12. User Flows
Current Improved

13. HomepageCurrent
Cluttered buttons
Cluttered homepage - Users do not
know where to focus on
Flashy advertisements
Navigation bar is not
obvious to users
Social media icons follow the page as
the user scrolls - adds to distraction

14. HomepageCurrent
• Important events are hidden behind navigation bar

15. HomepageImproved
• Prominent navigation
• Event categories
appear on mouse-
hover
• Clear call to action buttons
• Advertisements are
congregated here
• Clear segregation of
events according to
what users are
interested to see

16. Events pageCurrent
Wordy events page - Users find it
difficult to extract essential
information about event of interest

17. Improved Events page
• People prefers videos
and images over text to
understand what the
event is about
• Essential information,
like price, are clearly
shown
• Tells users how to get
there
• Event recommendations
are prominent, based
on similar performance
genre
• Price is also clearly
shown
• Secondary information
like Synopsis are
expandable (based on
research), making the
page less wordy

18. Choose event dateCurrent
No clear indication of seats
availability - some times users click
in to find that seats are fully booked

19. Choose event dateImproved
• Tells users where they are
• Allows for users to toggle back and
forth if they change their mind
• Tells users what
available time
there are
• Tells users which
times are fully
booked

20. Choose seat categoryCurrent
• Seat selection with too
many colours confuse the
users
• Users are not told seats
availability until they click
on it

21. Choose seat categoryImproved
• Remind users of their show date and
time
• Instead of categorising by colours,
categorising by pricing
• Tell users number of seats available for
each pricing category

22. Choose seatsCurrent
• Users find it difficult to scroll
to select seats
• Users cannot visualise the
stage from the seats
• Timer adds stress to users

23. Choose seatsCurrent
• Users are confused when they are asked to select
number of tickets for the second time
The “Cancel” CTA is almost invisible to
the user

24. Choose seatsImproved
• Employ 3D seating technology which are common in overseas concert places
• Allow for visualisation of stage from seat
• Possibly promote higher tier ticket bookings for better view
• Removed the timer

25. LoginCurrent
• Lengthy log-in/account set-
up process
• Timer continues to run
stressing users

26. LoginImproved
• Allow users to “Continue as
guest”
• This allows users who only
purchase tickets once in a
long while to benefit from a
quicker ticket purchasing
process

27. Ticket collection optionsCurrent
• Options are hidden - users miss this
• Charges to ticket collection throws off users

28. Improved Ticket collection options
• Make e-ticketing automatic and compulsory
• Allow users option to change for physical ticket
• Compulsory e-tickets reduce waste and chance of losing physical tickets

29. PaymentCurrent
• Users do not bother to read / check these
• Users would have forgotten about how much
they need to pay by now
• Tedious process of filling up forms
• Timer is still running, stressing users - some
times users do not have their credit card with
them and need to search for it

30. Improved Payment
• Clear payment form with reminder of payment amount
• Only postal code is required for verification
• Credit card bills are now commonly sent to the user via email removing the need for billing address

31. Improved Mockup (Homepage)

32. Improved Event listing page

33. Improved Event page

34. Improved Choose event date

35. Choose seat categoryImproved

36. Choose seatsImproved

37. PaymentImproved

38. Results:
Business
1) Reduce operation costs for business
2) Improved purchase flow steps by 22%, minimising dropouts
3) Contribute to a greener environment through e-tickets implementation
User
1) Essential information for events are presented clearly
2) 3D seating selection map and seamless ticket booking process results in a
more positive experience
3) Prevent lost tickets and reduce hassle of ticket collection