EQ Ticket Checkout Flow
I was tasked with enhancing the user experience by simplifying event discovery, seat selection, and the purchase process while ensuring a frictionless journey from browsing to checkout.
Year
2024
Client
EQ Tickets
Service
UX/UI Design
Role
Lead UX/UI Designer
01
Project Goals
Seamless Event Discovery: Ensure users can quickly find events that interest them.
Intuitive Seat Selection: Provide a smooth and interactive seat selection process.
Streamlined Checkout: Reduce friction in the purchase process to increase conversion rates.
Mobile-Friendly Experience: Optimize for both desktop and mobile users.
Trust and Transparency: Ensure clear pricing and security to build user confidence.
Social Engagement & Attendance Visibility: Allow users to see how many people are attending and which friends are going.
02
Research and Discovery
To understand pain points and needs, I conducted:
User Interviews: Spoke with event-goers who frequently purchase tickets online.
Surveys: Collected responses from a diverse group of users regarding their ticket-buying experiences.
Competitive Analysis: Reviewed existing ticketing platforms like Ticketmaster, Eventbrite, and StubHub to identify strengths and weaknesses in their checkout flows.
03
Key Findings
Event Discovery Frustration: Users struggled with cluttered search results and poor filtering options.
Seat Selection Pain Points: Some users found interactive seat maps confusing or slow to load.
Checkout Drop-off: Long checkout processes with too many steps led to abandoned carts.
Hidden Fees: Users disliked last-minute price changes at checkout.
Mobile Optimization Needed: Many platforms lacked a smooth mobile experience.
Desire for Social Proof: Many users wanted to see how many people were attending an event and whether their friends were going.
04
Wireframing and Prototyping
I created wireframes and high-fidelity prototypes in Figma and conducted usability tests with real users. Key refinements included:
Improved Filters: Users could sort events by date, location, and price range for faster discovery.
Optimized Seat Map: We made the map more responsive, with clear legends and zoom functionality.
Simplified Checkout: Reduced form fields and introduced a guest checkout option to speed up the process.
Transparent Pricing: Displayed all fees upfront to increase trust.
Mobile-Friendly Design: Ensured seamless usability across all screen sizes.
Social Features: Added attendee counts and friend attendance visibility to event pages.
05
Key Features
Transparent Pricing & Confirmation
Upfront Price Breakdown: Users see a detailed cost summary including the ticket price, service fees, and delivery charges before completing checkout, eliminating unexpected costs.
Refund & Resale Flexibility: Transparent refund policies and built-in resale options give users the confidence to purchase tickets knowing they have options if plans change.
Secure Payment Processing: Transactions are encrypted and verified for fraud prevention, ensuring all tickets are legitimate and protecting buyers from counterfeit or invalid purchases.
Ticket Transfer Confirmation: When transferring tickets to friends, users receive instant confirmation that the transfer is complete and secure, preventing misuse or unauthorized access.
Step-by-Step Checkout Progress Bar: A visual progress indicator guides users through the event selection, seat choice, and payment process, ensuring a smooth and intuitive purchase experience.
Event Discovery & Search Optimization
Smart Filters & Categories: Users can refine event searches by genre, location, date, ticket availability, price range, and venue size, ensuring they quickly find events that match their preferences.
AI-Driven Personalized Recommendations: The system suggests trending and relevant events based on past purchases, browsing history, and user engagement, helping users discover new experiences effortlessly.
Interactive Map Search: Users can visually explore events by location, zoom in to view venue details, check ticket availability, and plan trips around specific shows.
One-Click Bookmarking & Notifications: Users can save events for later and receive automatic reminders for ticket availability, price changes, or upcoming sales.
Calendar Integration: – Seamlessly sync upcoming events with Google Calendar, Apple Calendar, or other scheduling apps, ensuring users never miss an event.
Social Engagement & Event Popularity
Real-Time Attendee Count: Users can see how many people are attending an event, building excitement and urgency for high-demand events.
Friend Activity & Social Integration: The platform syncs with social media and contact lists, allowing users to see which friends have purchased tickets and are planning to attend.
Trending & High-Demand Indicators: Events with high attendance are marked as “Trending” or “Selling Fast”, encouraging users to secure tickets before they sell out.
Seamless Friend Invites: Users can invite friends directly via in-app messages, SMS, or social media, making group attendance easier to organize.
Customizable Privacy Controls: Users can choose their visibility preferences, allowing them to share their attendance status publicly, limit it to friends only, or keep it completely private.
I was tasked with designing an event creation app for attendees to create and host their events.
