Personalised and Seamless SISTIC
The site was a complete visual buffet. Not the good kind. Everything was just fighting for your attention. The information and visual hierarchy was, in my opinion, the main problem upfront. Most people turn to SISTIC to get their tickets, not by choice, but because it’s the only avenue.
The team noticed that besides connecting users to entertainment, they now provide dining and travel solutions. Unfortunately, no one knew when it started or why it is there in the first place.
Other major ticketing platforms such as Broadway and Ticket Master were more focused as being a ticketing solution. While I understand some of SISTIC’s intention to diversify into other areas, I wished they had placed more focus on creating a great experience for users first before launching into other areas.
After sending out screeners and conducting some user interviews, we found that when it comes to concert & theatrical ticketing, people were actually more prone to booking them online versus on-the-go, explaining that the process of booking feels tedious and would choose to do the task at the comfort of their own home.
Which makes for a strange habit considering a lot of our lifestyles revolve around getting things done while on-the-go.
As we plotted out the user flow, we realised that the steps required to book a ticket was not unclear, yet people found it wasn’t straightforward enough, felt some level of uncertainty and quoted ‘lack of clarity’ as some of its frustrations.
Journey Mapping + Service Blueprint
Through journey mapping + service blueprint, it was clear many opportunities were available between the cracks.
Primary Feature: Clear visual hierarchy and Personalised Interface Design
Secondary Feature: Simple and linear process flow for a better user experience.
“I want to purchase tickets but the process lacks clarity and makes me feel restricted.”
Simplify and enhance the user experience for booking of tickets.
After working on SISTIC’s service blueprint and customer journey mapping, it helped us identify the content strategy.
To increase sales profit of SISTIC, by providing an intuitive and hassle-free ticketing experience for users and effectively connecting entertainment seekers to its products.
The plan was to focus on and rethink the homepage and booking process because it was overly cluttered and lacks clarity respectively.
After conducting a design studio with the team, we pooled together our ideas to design a wireframe prototype for a trial run of usability testing with a course mate. Turns out, we still had some major areas to fix.
- The homepage was originally designed to feature all the events. Except we noticed that users do go straight to the search bar, already with an event in mind.
- The booking page started with laying out the sections of the process thinking that users would proceed in a linear way. However, it proved that users were not doing it in a linear form when given too many options at a time.
- Users do have their preferred genre of events, so we wanted to include a personalised homepage that understands what might interest them
So we eventually revised the homepage to focus mainly on the search bar, with an option to browse. The browsing page would feature their preferred events based on their booking history and the events that they have searched before.
Secondly, we streamlined the booking process in a orderly manner such that it looks more like a step-by-step guide. Users were then found to follow this lead, resulting in a more efficient process (as shown below).
Similarly for the desktop browser, we created a search bar-focused homepage with a personalised event section when they scroll to the bottom. This way, it creates an organised and customised look for every user.
The original version, however, was originally too categorised (as shown below). We found out that users do want to see events at a glance instead of having it categorised for them.
So we moved the categories into a local navigation bar, and laid the events out accordingly (as shown below).
- Not Forgetting Guest or One-time Users
We understand that guest users would naturally be less familiar with the interface. So the plan was the create a slightly more guided format during the booking process. There would be more obvious hints and directions to guide them along the way to a successful booking.
- Bringing in Digital Tickets
SISTIC does have an app but most people are not confident of using them because they have the impression it works just as complicated as the website would. So the plan is to go in by phases. Introduce digital tickets and by using the app. That way, people see a reason to download the app, in turn, creates the awareness of it.
- Introducing New Features
Even though SISTIC now provides dining and travel services, none of the users we interviewed knew of it or understood why they have these features. Once the main revamp is completed, we would like start introducing these features after their booking is successful. Suggesting a place to eat for ‘dining’ or flight promotions if they are traveling for the event for ‘travel’.
We actually did many rounds of iterations internally. And somewhere in the middle, we questioned ourselves a few times if we were doing the right thing, if we were on the right track. Mostly because we were so focused on getting the booking part right, we felt like we weren’t doing enough.
Fortunately, we quickly came to a conclusion that it was the right thing to do because that really is what SISTIC does. And if we can’t get the main part working FIRST, it would probably fail as a ticketing site.
- Set the objectives right and stick to it. Refer to it as often as required. When you’re feeling a bit lost, that really helps bring you back.
- Remember to think for the business. A lot of our initial ideas were stemmed from the user’s benefits because you get immersed into the interviews and the results it brings. The service blueprint and customer journey mapping will definitely help. We had and will always have to shuffle between both shoes to get a good balance.
- Don’t be too eager to complete a hi-fi prototype. Chances are a lot of technical and usability issues will change your design completely. It’ll just be a waste of good time if we focus on the UI when it shouldn’t be the focus (yet).