Seats First


Problem:

The current flow for buying tickets is too long and confusing.

Our marketing team found that we were losing a lot of customers during our booking flow on our app. This was due to the fact that our flow was too long and confusing.

We also found that a lot of our users were leaving because of crowded theatres.

Solution:

Create a new flow that shows the seatmap first and combines to screens to make the process faster.

I created a user test with three different flows to see which flow users preferred.

I used a non-branded approach to try to stay away from any brand loyalty biases.

Seat map and selection screens
Wireframes of a proposed flow that would show users the seat map for each showtime first.

Current Flow

Users select seats and Tickets

Users select their tickets and their seats separately, which takes more steps to complete. Also, the process becomes more complicated when a user has discounted tickets.

Current flow for buying tickets
Currently it takes a lot longer for users to complete the flow.

New flow

Users select seats and Tickets

By combining these two screens it should make it easier for the user to complete the flow.

New flow for buying tickets
The idea is to combine two of the screens, hopefully making the process more conscise.

User Testing

I set up three different flows for our testsers


I tested 3 different flows:

  • Current Flow - The same as what we currently have
  • Seats First - Showing the seat map first and giving the user the ability to change showtimes and preview different stadiums before choosing tickets.
  • Seats First Accordion - Same as Seats First but with an accordion.
current flow ui
This is the current flow, the user chooses their ticket types, then their seat and pays for their tickets.
current flow ui
This is the seats first flow, the user chooses their seat, then their ticket type and pays for their tickets.
seats first accordion flow ui
This is the seats first accordion flow, it's the same flow, however we are using an accordin. The idea was to see if the accordion would reduce the time it takes to complete screens.

Results

Users favored Seats First

Ultimately we found that our users preferred seeing the seatmaps first. However, we also found that our users were confused by having to select your ticket type after choosing your seat.

Results leaning towards the new flow
Results leaning towards the new flow

New Problems

Users don't distinguish between "seats" and "tickets"

The next test would be to see if users will be confused by changing out ticket types.

Results leaning towards the new flow
Results leaning towards the new flow
Results leaning towards the new flow
Results leaning towards the new flow