How we are improving the stadium ticketing experience

Olivier Biggs
Jul 1 · 5 min read

Blog author: GUTS Tickets Product Designer Frans Twisk. Originally part of the GET Protocol June update blog.

With our client base expanding, it was time to add support for clients that sell out a whole stadium. (Cough, cough, Guus.) When it comes to selling tickets, large stadiums are a whole different game compared to small-scale events or theaters.

Just to name a few things:

We’ve made huge progress in this area and now support all of the above, while also making some big steps in our scaling possibilities in order to handle (even) more transactions. For the sake of keeping it focused, we want to highlight one new feature we’ve been working on to be able to sell stadium-contents: the new section-picker and its user experience.

There are many things that you need to take into account when designing an optimal webshop and ticket experience.

Luckily, as a -relatively- new startup, we have the luxury to design modern mobile solutions without having many legacy systems to take into account.

As 70% of our users buy tickets via a mobile device, our experience is optimized for mobile usage.

Analyzing the competition
Of course, it’s important to look at how the competition does things. It appeared that none of the major players in the ticketing industry had a particularly good mobile experience in this area. Yet, it stills helps a lot to identify user experience problems with the design solutions they applied, and define clearly what the exact challenges are that can be improved upon.

Stadium tickets at Ticketmaster, Viagogo, and Eventbrite

Some shops don’t offer any visual floorplan of the stadium sections on mobile and leave the user with a 50-item dropdown list, making it very hard for users to figure out where in the stadium their seat will be. Others do offer a floorplan, but since you can’t interact with it, users still need to scroll through a long list of tickets to find the section they are interested in.

The best example offers users an option to buy tickets via an interactive floorplan on both desktop and mobile. While some improvements can be made, this seems to be the most user-friendly design solution out there: What you see is what you get.

Setting our design goals

After analyzing the current challenges users have with similar products, we defined which problems we needed to tackle and solve in order to deliver a great experience.

Our main goals were:
— To offer a clear overview on limited screen space. Allowing users to compare tickets, location, price and availability with the least amount of interactions.

— More specifically: solve interacting with a (big) floorplan on mobile. Allowing users to zoom, pan and continue in the flow without needing to scroll on the page (as scrolling doesn’t work well in combination with zoomable area’s).

— To show the status of a section directly in a visual way, so a visitor would immediately see if a certain section is sold, or almost sold-out.

— Implement this in a scalable way, so we could reuse this feature for other organizers, even ones that have a smaller floorplan layout.

— Backwards compatibility with our existing events, API and front-end / UI design.

The results

So from now on, we offer interactive floorplans which are designed to handle any type of venue/map, work on any device, and tackle all the earlier mentioned challenges/goals.

Ain’t she a beauty?

Which means:
— Users can still use the traditional ticket-list but are now offered a call-to-action to have a better experience by using the floorplan. This opens the floorplan fullscreen, also making sure there isn’t any other content on the page, since scrolling and zooming at the same time is nearly impossible on touchscreen devices, and this combination confuses users.

— A floorplan can have a completely custom design and requires one simple tag per section in code to make them interactive.

— It will automatically grow as big as possible, depending on the screen-size of the user, making interacting as easy as possible.

— It can be zoomed and panned, offering multiple ways to do this, depending on the device of the user: double-click or tap to zoom, drag to pan, scroll to zoom, use the small interface, etcetera.

— The UI uses the same sticky footer, which shows the available tickets for the selected section, and allows the user to buy these in the same way it already worked in the ticket list-view.

To conclude

We couldn’t wish for a more perfect first stadium event than the “Guus Meeuwis — Groots met een zachte G” shows in 2020. Working towards this sale in a relatively short amount of time has been a great process, as we have been able to merge our design process with real-time client demands. This has led to a design and flow that we are already very proud of and has proven its first success. We look forward to building on it and applying it far and wide in the future.


More about the GET Protocol

Any questions or want to know more about what we do? Join our active Telegram community for any questions you might have, read our whitepaper, visit the website, join the discussion on the GET Protocol Reddit. Or get yourself a smart event ticket in our sandbox environment. Download the GUTS Tickets app on iOS or Android.

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Olivier Biggs

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GET Protocol Foundation

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