BACKGROUND
Sparxo ticketing is a business in a mature market. The current differentiators are not competitive enough to create a monopolistic market for ourselves. Instead, it is a constant feature fight in a monopolistic competition economy. While Sparxo is very well on its way to become a highly profitable cash flow business, as a white labeled ticketing system, it will not disrupt the current market leaders.
CHALLENGE
- Sparxo has a captive audience that is not being leveraged. 70% of Sparxo account sign ups are event goers looking for tickets or a way to manage tickets.
- The product lacks magnatudes of improvement to increase platform value
GOALS
- Create a place for users to easily retrieve their ticket
- Have a feature to increase app sessions and time on app
- Create disruptive technology to increase the company's market cap
- Reduce fraud and ticket transaction fee by an order of magnitude
Process
This project focused on ideation. I often found when introducting a new concept, HiFi mockups are needed to share the vision for the project early on in the design phase. Once the team agrees on moving forward with the feature set. The design process can be revisited.
Requirement Gathering
This app has two audiences: event producers and event attendees. I collected "I want to..." statements from event producer requests coming in from our support channels and also conducted some customer interviews. I also wanted to add my own ideas and invent new solutions. All these ideas were collected, sorted, and then categorized to help communicate the requirements for this project to the team as well as collect feedback from the team.
Task Flows
The main goal of this app is to give the user additional experiences in addition to their main goal: 1. Engage each other and the event producer 2. Discover events. The main taskflow to focus on was the ticket retreaval process.
HiFi Mockups
The first page of the app when a user first opens the app is their next event ticket. This makes finding the ticket for check-in fast.
Events are social by nature. We engaged current and potential clients on the interest of allowing the community around their event chat with each other. This also gave the event producer an opportunity to directly engage the ticket holders as well.
Event playlists is a concept to create playlists of events specific to the user based on their connected profiles. This is the beginning concept for very precise event recommendations. To create a truly valuable end user app. Event playlists would need to include all events, not just Sparxo hosted events. The objective would be to collect event goer data and deliver targeted events as content. This information would make a very powerful event marketing platform. Events created with Sparxo Ticketing could take advantage of this platform.
One advantage of creating an end user app is to include payment options. The standard credit card transaction fee is $0.30 + 2.9%. In contrast, ACH transaction fees are 0.8% with a fee cap of $5.00. This would reduce ticket fees by 1 magnitude in the most conservative scenario and multiple magnatudes for high price tickets and donations.
Also, ticket fraud and security is an issue not yet solved. One way to reduce fraud is to tie the identity of the ticket buyer to their cell phone and social accounts. Many ticket scammers and scalpers rely on anonymity to buy tickets and commit chargeback fraud.
RESULTS
This flow and mockups were created as a conceptual design. I wanted to share this ideation in HiFi mockups for feedback for the vision of a ticketing app. User testing is needed to validate the design.