user experience case study: fandango

UXDI Winter 2013 – 2014 January 16th, 2014 Presented by, Hanah Choi Sandy Woodruff Sanjay Merchant Tina Israni

Fandango wants to increase user engagement by selling tickets to events and concerts. Fandango has decided to expand their market from movie tickets to purchasing tickets to concerts and local events. Fandango wants to build a service that notifies you of events happening in your area, allows you to easily purchase tickets, and then use a digital pass to attend the event.

BRAND GOALS BUSINESS GOALS

1.  Fun 2.  Familiar 3.  Friendly

1.  Engagement

2. Get new users

3. Events market

ABOUT

Before diving in, we decided to figure out our own project process to stay on track, taking that time to brainstorm really helped. Method 1: Whiteboard Brainstorm Method 2: Post-its, Project Flow + timeline

PROCESS FLOW

Criteria for identifying competitors: Event discovery, Ticketing

Method 1: Sketch Competitors flows [Meetup]

COMPETITION / COMPLEMENTOR ANALYSIS

Method 3: Card Sorting for Information Architecture [Stubhub] Findings assisted with provided clarity on IA for integrating events and concerts into existing Fandango

Method 2: Competitor Screenshots – Design Information COMPETITION / COMPLEMENTOR ANALYSIS

Method 4: Detailed Features Analysis & Overall experience

Highlights: 1. Meetups geo location based listings 2. Eventful when it was happening 3. Eventbrite checkout includes table and seating information

COMPETITION / COMPLEMENTOR ANALYSIS

USER GOALS

1.  Buy tickets before they sell out

2.  Buy tickets conveniently/ no effort

3.  Addressing FOMO 4.  Don’t waste time

standing on line

Method 1: In – person Interviews Method 2: Affinity Map

BEFORE!

Introductory Questions     1.  What is your name?    2.  What's your occupation?       Event Related Questions      1.  What kind of events or concerts do you go to?      2. How do you find out about these events and concerts?      3. What's your ticket buying process like? Mobile Purchasing Habits:      1. What purchases have you made on your mobile

phone? tickets?

USER RESEARCH

Method 3: Survey Monkey

A third of surveyed population buy concert tickets frequently = Market opportunity!

USER RESEARCH

PERSONA OVERVIEWS

PERSONA OVERVIEWS

PROCESS: SKETCHING

PROCESS: Features to MVP Note to Self: When in doubt go back to persona scenarios!

NOTE TO SELF!

PROCESS: And then this happened…

PROCESS: “ADULT” STORY BOARDING

PROCESS: “ADULT” STORY BOARDING (cont’d)

PROCESS: BIRD’S EYE “Get out of the Weeds” COMPLETE!

1. Refining scope / parameters what they were looking for

2. Tasks should vary to capture all possibilities

NOTE TO SELF

PROCESS: PERSONA SCENARIOS REVISED

WIREFRAME ITERATION

Expose your content in mobile so people can dive right in!

MOBILE LEARNINGS

PROCESS: MORE SKETCHING…

USER FLOW: ITERATION

PROTOTYPE: Paper First!

USER FLOW

USER FLOW

PROTOTYPES: Going Digital, too high, too soon.

WIREFRAMES – GOING DIGITAL

PROTOTYPES – HIGHER FIDELITY

PROTOTYPES: Style Guide

PROTOTYPES – PRE USER TESTING

People were confused by 3 options even though competitors divided into regular, premium and discount, it was better to collapse it because people didn’t think that way when checking out. People wanted checkout right away with having completed the steps. Results: Moved seating selection towards the beginning of checkout and combined seat location with pricing

USABILITY TESTING: Houston, we have a “checkout” problem.

PROTOTYPES – AFTER USER TESTING

PROTOTYPES – PRE USER TESTING

USABILITY TESTING : Problem Solved!

PROTOTYPES FINAL – PREVIEW

See it in action…