Customer Journey Mapping
As the largest ticketing service and solution provider in Singapore, SISTIC aims to connect people to entertainment. We redesigned its information architecture and simplified the ticketing flow to provide users a fuss-free experience without compromising on important event details.
19/20 users book their SISTIC tickets at home via browser even though most of our lifestyles revolve around mobile usage and being on-the-go. Users were not aware of the SISTIC app either.
Additionally, event content on the landing page was constantly fighting for attention. We also noticed that there were Travel and Dining options on their main navigation that have gone unnoticed to users.
TO NEW EVENTS
Most users rely on word of mouth and banners or ads to know about new events and shows.
USERS ARE READY TO PURCHASE TICKETS
Most users are on SISTIC to purchase or find out more details of the event they are interested in (instead of browsing for events)
WANTS TO KNOW WHAT'S GOING ON
Users are often left confused when information is cluttered or disorganised, ends up spending more time looking for details.
We looked to other major ticketing platforms such as Ticketmaster and Broadway to understand how they manage their processes and organise their information.
One common feature was the emphasis on the search bar. The interviews have also proved that users are usually on SISTIC knowing which event they were looking to find out more on. Few were on the site just to browse.
Customer Journey Mapping
After drawing out the prioritisation matrix, it was clear to put our focus on two main features:
1. Clear visual hierarchy
2. Simple and linear ticketing flow
How might we enhance and simplify the experience of purchasing tickets on SISTIC?
The old flow overwhelmed users with information at every step of the way, which led to a complicated flow. So we categorised the details and broke the steps down so users can digest information as they make their way through the purchase. While it might seem like there would be more steps to complete, having less to see at a time provides breathing space for users.
Wireframing & Paper Prototyping
The team conducted a design studio internally to come up with sketches for the initial low-fi design for the app and tested it using paper prototyping. With the gathered observations, we proceeded to build our hi-fi interactive prototype for a second round of user testing.
The search bar was not prominent amidst visuals
Users were missing steps despite new categories and headers
When browsing events, users prefer to see them at a glance than categorised
Making search bar main focus
Creating a step-by-step interface, revealing next step only after a completed section
Feature events at a glance and making categories local navigations
SISTIC will suggest shows and events based on user's purchase history
Introduction of Digital Tickets
Users will be allowed to enter venue with QR code instead of printing or receiving physical tickets
Introducing Travel & Dining
Users were not aware of the new travel and dining options on the site. These can be introduced after users have made a ticket purchase to suggest places of food or interest in the vicinity.