Case Study Share and Tear

Share and Tear

Share and Tear

Share and Tear

Created: July 2015

Platform: iOS

Role: Product Designer

I designed an app that simplifies door ticketing, provides security, and needs no scanners.

An app that simplifies door ticketing, provides security, and needs no scanners.

Objective

In 2015 TicketBiscuit recognized a large unserved market for online ticketing: high school sports. My goal was to design a ticketing solution that solved the needs of this domain.

Research

I had two weeks to do research and understand the domain. I paired geurilla research, provisional personas, and storyboards in this time.

I conducted contextual observations at a nearby high school football game (September, 2015). This helped our team further understand the environment and the needs of the domain:

  • maintain the simplicity of ticket stubs.
  • put the power of tearing and validating the ticket into the hands of the customer, not the gatekeeper. 

I made provisional personas for athletic directors, coaches, parents, students, and, gate volunteers. Here's a brief summary of their goals.

Athletic Director: Promote and manage events. Sell more tickets, without risking the current way of doing things. Avoid fraud.
Coach: Promote games, also sell more tickets.
Parent: Get into games. Buy season passes. Share tickets with family members.
Student: Get into games, share tickets with friends.
Gate Volunteer: Get people processed through the line. Prevent fraud. 

The Share and Tear product focused on serving the need of the parent, the student, and the gate volunteer (in order of priority). The athletic director and the coach are more important to the business, but they have similar needs to the clients TicketBiscuit serves in other markets. 

I created two brief storyboards and speed dated them. This concept sat well with the stakeholders.

shareandtear-storyboard1

An abridged storyboard of the tear feature

An abridged storyboard of the tear feature

shareandtear-storyboard2

An abridged storyboard of the share feature

An abridged storyboard of the share feature

This gave me the greenlight to create lo fidelity wireframes. 

requirement1
requirement2

Low fidelity wireframes. The app consistent of an event list, and a page of tickets for each event. There was a business need for ads, so there's space reserved for them in the sketches on the left. This was later more cleverly integrated into the app without taking up crucial screen real estate.

An abridged storyboard of the tear feature

Usability Testing

Our MVP included an event list, and a ticket view. The ticket view allowed users to tear one ticket, or tear all.

The initial usability test involved tasking subjects to find their tickets for two seperate events from the event list. 

  • The general layout was good. 
  • Subjects had no clear indication they could tear their tickets.
  • Subjects didn't know they could scroll through tickets.
shareandtear-lowfi

Stakeholder Requirements

Stakeholder Requirements

After research and iteration, we had MVP requirements for Share and Tear V1.

  • Ticket downloading, and tearing
  • Ticket sharing (v 1.5)
  • ticket tearing should be available offline.

Hi Fidelity

I did the visual design for this product for v1. The requirements were as follows:

  • Incorporate branding. 
  • Address usability issues discovered in lo-fi tests. 
  • indicate cancelled events. 
  • indicate "active" events or events the user intends to go to within 24 hours.  
  • ensure enough space is present for varying text lengths.
  • distinguish "share" screens from other ticketing screens.

shareandtear-final1

Left: Two tickets shared to a user. Middle: a Swipe gesture to share tickets. Right: An event coming up shortly.

Left: Two tickets shared to a user. Middle: a Swipe gesture to share tickets. Right: An event coming up shortly.

Some changes to the ticket screen included making an individual tear more discoverable. Also, I put a caution modal up to prevent the user from accidentally validating tickets too early. Finally, research in other ticketing domains we served established a need a for a timestamp showing when the ticket was validated.

shareandtear-final2

below I changed the color of the "share" screens to indicate that the user is in a different state than usual. 

shareandtear-final3

Share Tickets is treated as a state, and a button appears once a valid email is put in.

Share Tickets is treated as a state, and a button appears once a valid email is put in.

The Impact

Solidifying a Market

The product served the needs of this market. The sales team was able to get hundreds of clients around the country within a few months. 

$5,000,000 Funding

By solidifying this market, TicketBiscuit's valuation soared, leading to a $5m funding cycle. The company doubled in size over the course of a year. This product was further developed to keep an edge on the high school sports market. The funding also helped TicketBiscuit drastically improve other aspects of their product suite.

Case Studies

Capturing Tribal KnowledgeResponsive Design / Prototype

Evolving Methods of PerceptionArt and Machine Learning Final Project

Data Driven DisplayInteraction Design Project

Share and TearProduct Design