Overview
In my role at TicketSwap, I targeted a critical challenge: improving the user experience by reducing the drop-off rate in the ticket listing process. This project was a chance to apply my skills in user research, UX/UI design, and system integration towards meaningful platform enhancement.
The Challenge
A significant drop-off rate during the ticket listing process was identified as a major barrier to user satisfaction and platform growth. My goal was to identify and address the underlying issues causing users to abandon their listings.
Strategic Research and Insights
Through user interviews and analytics, I identified key pain points in the ticket listing experience. An integral part of this process was analysing user flows, which illuminated the complexities and stumbling blocks within the listing process. This insight was crucial for informing the targeted improvements that aimed to simplify and enhance the user journey.
Targeted Improvements
1. Enhanced Search Functionality
I refined the event search feature to automatically open the keyboard and use geolocation, making it easier for users to find relevant events. This improvement aimed at minimizing user effort and enhancing the intuitiveness of the platform.
2. Efficient Listing Management
Recognizing the need for better listing management, I developed a feature allowing users to save their current listing as a draft and easily start a new one. This solution directly addressed user feedback about the risk of losing progress and simplified the management of multiple listings.
Key Solution: 'Sell on TicketSwap' Button
Building on the insights and initial improvements, I introduced the 'Sell on TicketSwap' button—a transformative feature designed to streamline the entire ticket listing process:
-
Integration with Ticketing Platforms: Leveraging partnerships with ticketing platforms, the 'Sell on TicketSwap' button was integrated into ticket confirmation emails, enabling a direct and seamless ticket import process.
-
Automatic Event Creation: This feature not only facilitated easy ticket uploads but also automated the creation of related events if they weren't already listed on the platform, thereby addressing a significant user pain point.
-
User Benefit: By eliminating manual data entry, this significantly reduced the time and effort required to list a ticket, directly impacting the drop-off rate and enhancing the user experience.
Impact and Reflection
The introduction of the 'Sell on TicketSwap' button, along with improvements in search functionality and listing management, marked a significant step towards solving the initial challenge. Early feedback has been overwhelmingly positive, indicating a potential reduction in drop-off rates and an increase in user satisfaction and engagement.