Android App OnboardingApp Design, Ticketmaster, UX Design
Product Design: UX & UI
In late 2016, Ticketmaster International launched it’s first Android app. The app is live across major europeon markets including Germany, Sweden, Norway & Spain.
In terms of features, the wider project aim was to reach a parity with the existing iOS app. We had the opportunity to learn from and develop upon the existing experience, bringing enhacements through UX & Design to the Android App.
An essential area for enhancement was the first run (onboarding.) When users engage with this process by saving their favourite artists; Ticketmaster can alert them when they announce tours & shows.
Despite being a totally new product, we knew from iOS analytics and user insights that most app users simply want to download the app to access their digital entry tickets. Users interaction with the first run process was relatively low amongst other features.
Through research we established 3 core use cases:
We had to entice users in the latter use case to interact with the onboarding process as well as allow our other key use cases quick access into the app to perform their task at hand.
Our insights around user retention and, ultimately, event ticket sales show the highest value in understanding and alerting users to new events for their favourite attractions.
As with most projects at Ticketmaster; our core team (or task force) consisted of a Lead Product Manager, Lead Product Designer (me) along with fellow UX & UI specialists, help from Insights/ Research experts and Engineering leads. Our team periodically reports into Product, Creative, UX Directors & a representative from each market who will adopt the app.
As we designed new features for the app we ran week long design sprints with the ambition of producing a prototype (of a given feature) and testing, remotely, with end-users by the end of week. We’d iterate through the prototype until we we’re confident our final design decisions.
My process involved: crazy eight sketching session with the team, upvoting and turning this into a clear wireframe journey to share with stakeholders. Given the go-ahead, mockup up into visuals and (InVision) prototypes ready for testing.
Ultimately, in this project we iterated through 2 rounds of remote usability testing (via WhatUsersDo) before we reached full confidence in our approach.
Essentially, we discovered the core issue was a lack of excitement and value proposition. Users simply skipped the process in iOS because they didn’t understand why they should engage with it. It importantly made a mistake in leading with a location request, which put users off due to them being more interested in specific artists than simply events in their location.
Our concept to solve the problem was to:
- Immediately entice users with a clear proposition of why they should add favourites.
- Make it easy to discover favourites from other popular music discovery services: Spotify & Facebook. Also allow users to easily manually add more artists, teams, shows and attractions (for non-music events).
- Remove location requests from the process altogether.
As part of the UI design process I created a slightly different ‘look and feel’ from the rest of the app whilst retaining common design patterns such as event cards, buttons and it’s typography. This is common in onboarding sections within apps, as users generally only go through the process once. The intention of this was to immerse users in the (wizard based/ guided) process in a game fashion.
Micro-interactions and animations was the key delighter in the design process. In a lesson well documented by social media networks including Facebook & Twitter, we created new interactions that emphasized the ‘favourite’ interaction to offer users. We also included instant visual feedback on button taps and smooth transitions between screens and background gradients to improve the experience.
- The Android app now has improved the overall conversion rate of mobile event sales (versus iOS) by 5%. Push Notifications from favourited artists are a key reason for this.
- The app has over 500,000 downloads across 12 markets as well as a UK version for club & small venue ticketing business, TicketWeb.
- The app has an average 4/5 star customer reviews.