NICOLE NG
SISTIC TICKETING FLOW RELIEF
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Streamlined booking flow;
addressed seat selection anxiety;
improving satisfaction score by 30%
WORKING ARTEFACTS
PROBLEM
Business Challenges
SISTIC's companion mobile app was developed to drive spontaneous discovery and ticket purchase, but poor usability defeats its purpose. Low usage and high abandonment rate further erodes its value proposition against an already mobile-responsive browser site.
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User Pain Points​
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Booking flow forces heavy toggling and defection to the browser
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Poor visualisation makes users think seats aren't available, when they are!
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Seat selection difficult as its hard to gauge views or distance from stage
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Event discovery not intuitive
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User Archetypes
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Arts Snob needs best seats in house and quickest purchasing route
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Earnest Boyfriend needs help picking shows and finding high-value seats
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Group Organiser finds booking flow unfriendly due to lack of pax-filters
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Hectic Mom forgets recurring shows and fears disappointing kids
TRADEOFFS
Universality
Finding a common flow that works for divergent user needs (e.g. targeted purchaser vs. exploratory value-optimiser) that is also easy to maintain on the back-end
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Different = Learning Curve
Departing from familiar ticketing flow conventions (even if not working well) impacts learnability. Users took a while to understand 'one-shot filtering' as they were habituated to cascading-style preferences. This was resolved with on-boarding cues.
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Fidelity Overload
Users needed both a rich image view from seat for a gauge of venue intimacy but also a zoomed-out helicopter distance from stage for relativity. SISTIC was already toggling between a seating plan and 3D chloropleth. Our final configuration had to avoid overwhelming with 4 sets of maps
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SOLUTION
Key Fixes
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One-shot Filter to streamline booking
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View from the seat for distance from stage, seat elevation, venue intimacy
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Event suggestions (de-prioritised)
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Scheduling widget (de-prioritised)
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​Role and Project Specs
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Led strategic direction on a team with two junior designers on 10 day sprint.
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Core role: user research, flow testing and prioritising problems to solve
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Coached juniors in research maturity and strategic storytelling