ATG Tickets - a new future vision for their mobile tickets experience: inspiration, research and selection

UX and design lead

An opportunity for ATG to build a unique and innovative experience in the agency ticketing space.

The client wanted to consolidate their position as established theatre owners and show producers, and expand their offering to become a leading player in the Agency Ticketing world. To become a go-to destination for consumers looking to engage with live entertainment and to offer a new range of live experiences globally, starting with Broadway and the West End.

To do this they needed a new, second-to-none web and mobile experience for their users to purchase event tickets and engage with their brands. So they engaged me and a user researcher, for a 4 month project to: research, ideate, prototype, test, refine and set design and content direction plus business recommendations for a brand new, future-facing mobile ticketing product.

A lot to pack into just four months in a team of two, reporting directly to the head of product and the board

10 moderated, in-depth user interviews across the UK and US
Competitor analysis across mobile and native apps
Synthesis and as-is journeys mapped as service blueprints.
Phase 1 research checkpoint and project direction collaboratively agreed with senior team
5 new, to-be journeys collaboratively workshopped and prioritised
Ideation of new features and 3 mobile click-through prototypes created
10 moderated, concept-testing sessions held - using prototypes and with real users
Synthesis of everything we learnt into: final high-fidelity wireframe designs and prototype, design and content direction, business recommendations and digital transformation strategic direction
Presented back to board, stakeholders and worldwide teams

Phase 2 - Exploring and refining the opportunity

We tested three core journeys which covered a series of concepts designed from key learnings and opportunities from existing knowledge and phase one exploratory research.

By bringing together the learnings from the first phase of research with market leading UX from other industries - like flight and holiday booking - we facilitated users discovering theatre tickets in a way which puts user needs first.

The journeys covered owned ATG venues and third-party venues, and all users found the conceptual experiences to be an improvement on existing solutions.

Prototype tested with users

Realise ATG’s opportunity to be something outstanding and redefine the sector
Help ATG become front of mind for inspiration and research
Let the user build the experience their own way
Facilitating comparison throughout the users’ journey
Take advantage of ATGs regional presence to build a complete lifecycle experience
Re-imagining research and inspiration pages
Allowing users to intuitively share their show choices, seats and experience

A huge success with users:

"Feels modern & forward thinking, especially compared to what I associate theatre ticket buying with, which is old fashioned websites”

CAITLIN, UK

"This has been much better in some regards, especially the filtering and compare"

JULIE, UK

Final, post-testing, refined prototype screens

Presenting to the stakeholders, board and worldwide teams