TICKET PURCHASING & CONCERT EXPERIENCE
Spotify Concerts is a digital concert experience partnered with Ticketmaster, providing and selling pre-sale tickets to fans through the Spotify platform. By creating a seamless purchasing experience within one ecosystem, Ticketmaster can identify and sell tickets to real passionate fans through user's Spotify data. This collaboration also solidifies Spotify's spot in the music market by continually improving music lovers' experiences.
Since I did this case individually, I alternated between the role of a user researcher, interaction designer, and visual designer at different stages of the project. I created high fidelity mockups, designed user flows, and implemented features. I also did the idea conception, brand research, and competitor analysis.
Role: User Researcher, Interaction Designer and Interface Designer
Tools: Sketch, Adobe Illustrator & Photoshop, Principle, Keynote
Type: Academic Case Study
Project Length: 3 Weeks
Among fans and artists, Ticketmaster’s reputation has become synonymous with poor service and inefficiency. The company has been plagued with various business issues concerning scalping, auto-purchasing bots, and poor customer experiences. Every year, 5 billion bots attack the Ticketmaster website to scalp tickets, which equates to a loss of $8 billion in tickets re-sold on secondary sales platforms. At one point, approximately 70% of purchased tickets were completed through bots and fake accounts (Sisario, 2013) which prevented fans from going to their desired concerts or having to pay exorbitant prices to see their favorite artists.
Former CEO of Ticketmaster, Nathan Hubbard expressed how ticket brokers are also taking advantage of the existing pre-sale system (fan clubs, credit card perks, exclusive email lists) by creating fake accounts with fake names and fake addresses to steal from an even smaller subset of real hardcore fans. This epidemic has angered fans and artists alike, causing revenue losses for ticketing companies and artists.
Ticketmaster strives to put fans first. They listen to their customer’s feedback and work to improve their experience before, during, and after events. As outside designers, we found that Ticketmaster’s brand values were poorly communicated to their customers which led to high levels of dissatisfaction. In order to revive the company’s values, it was essential to address the real fans - people who have a great passion for the artists they follow.
Spotify believes in innovation, collaboration, and passion towards music; they are driven to. A partnership would also increase brand loyalty towards Spotify, giving users more incentive to use the service by being rewarded and branded as ‘real fans.’ This partnership also helps Spotify stand out from competitors like Pandora (with TicketFly) and Apple Music.
Early in 2016, Ticketmaster launched public and partner APIs to allow third-party apps to integrate its ticket discovery, purchasing, and management services directly into their app through their developer portal. Ticketmaster has been continuously exploring new partnerships with other companies to offer customers other means of purchasing tickets on various platforms.
Ticketmaster has an opportunity to tackle the scalping problem by selling tickets to real people through a verification process that leverages Spotify’s extensive data on their users. Building a new ticket purchasing feature built on top of Ticketmaster's APIs and concert listings into Spotify creates a holistic end-to-end music experience. By targeting highly passionate music fans, Spotify Concerts aims to maintain engagement from the point of purchase to the moments after an event. Through this partnership, Ticketmaster can promote concerts to legitimate fans while deflecting both bots and scalpers.
We’ve designed a system that aims to filter out ticket scalpers and fraudulent clicks through Spotify and Facebook user metrics, to authenticate fans’ profiles and recognize legitimate fans. By targeting Spotify users who have a Facebook verified account AND premium subscription, we can reduce the likelihood of ticket scalping and auto-purchasing bot incidents.
Defining the Experience
As part of the research, I first identified the key frictions within the existing experience on Ticketmaster and of concert-goers. Next, through creating the experience framework, I highlighted the critical stages of the concert lifecycle leading my team in designing ways to engage the users seamlessly.
To identify the key frictions, I used three methods to investigate and discover various user scenarios:
I downloaded the Ticketmaster app and different other ticket purchasing apps (Ticketfly, Songkick, Eventbrite, StubHub) to understand the user flows, see if I come across possible pain points and compare the different user interfaces and experiences of all the apps.
I interviewed users of Ticketmaster and other ticket apps, as well as, frequently concert-goers on their experiences and what they value when attending music events.
I reviewed Ticketmaster and concert-goer experiences on various forum websites such as Reddit to look for any other possible insights.
From the research, I was able to synthesize all the feedback into an ideal experience map highlighting a user's interactions with the Spotify and Ticketmaster ecosystems. The four essential elements to the experience we focused on designing are: in-app and push notifications, concert ticket pre-sale invitations, one platform purchase flow, and an end-to-end experience.
Once I settled on the proposal, I mapped out the entire Ticketmaster ticket purchase flow from Spotify. When the user taps on a concert within the Spotify app, it redirects the user to Ticketmaster's mobile website. I took screenshots of each screen of each Ticketmaster platform (desktop web, mobile web, mobile app) to understand the purchase and payment flow.
I noticed that the ticket purchasing flow was inconsistent on each platform.
Next, I created a user journey framework highlighting a user's interactions with the Spotify and Ticketmaster ecosystems. I identified five main stages of the concert experience: discovery (pre-purchase), assurance (purchase), engagement (pre-concert), concert, and reflection (post-concert). I realized that my proposal could live beyond ticket purchasing and play a more significant role in defining a concert experience. Through this, I identified the critical pain points where I can intervene.
We added a new section called “Concerts” in the navigation bar by removing Search and adding it to the top of the Home page. While we developed the information architecture of Concerts from ticket discovery to post-check out, we gave a holistic look at the rest of the app and made sure that Concerts seamlessly fit into the Spotify platform. This mostly meant acknowledging when a user is a fan, connecting recommendations to attended concerts, and having profiles reflect concert-related activities.
1. Pre-Purchase Stage (Discovery)
Loyal music fans are acknowledged as "Certified Fans" and notified to access exclusive pre-sales of their favorite artist within Spotify. Their ticket access is displayed at the top of the Concerts page to remind fans of their reward. Tapping on the get tickets button will push the user to the artist's concert screen.
Frictions: Concert information is currently scattered in multiple places - users would typically have to seek out these sources of information themselves, and decide which reliable source to get their ticket information from.
Positive Touchpoint: By bringing recommended concerts to Spotify users based on their listening habits, Spotify would be further targeting the needs of music fans by offering them a one-stop shop for their music needs by offering ticket-purchases within their platform.
2. Purchase Stage (Assurance)
Once users click into their early access concert, they can directly choose the ticket type and seats within the Spotify interface.
They can choose through a filtered list of seats or view the floor map to make a more detailed selection. Once the user has finished selecting, they will pay through the app and receive a digital ticket.
Frictions: Currently, the Ticketmaster purchasing process is confusing and hectic - the visual layout is disorganized and makes finding seats that you want difficult.
Positive Touchpoint: We’re providing a clear, intuitive step-by-step flow within the Spotify platform to offer ticket-buyers a smooth purchasing experience.
3. Post-Purchase Stage (Assurance)
If users purchase multiple tickets, they can share them with others via their Spotify friend's list or email. This aims to prevent resales by scalpers while enabling passionate fans to share their love of music with their friends and family. We've set a max purchase limit of 3 tickets to ensure that other fans can also purchase tickets.
Frictions: For users and Ticketmaster, sharing physical tickets is a major concern due to fraudulent/faked tickets and scams targeting unwary customers. Users have very little ways to verify authenticity.
Positive Touchpoint: By delivering and maintaining tickets on a digital platform, it is much harder to resell. Users can only share with friends connected through Facebook, Spotify or email and transactions can be tracked.
4. Pre-Concert Stage (Engagement)
A week before the concert, Spotify will start creating custom-curated playlists to hype up the user. The Spotify user can start listening to these playlists to get excited and excited for the concert.
Frictions: There is a lack of follow-up after purchasing a ticket where some people buy tickets months in advance and may forget about the concert.
Positive Touchpoint: We’re utilizing Spotify's smart algorithms and curation ability to create custom playlists for users to get them ready for their concert.
By leveraging the existing connection made between Spotify and Facebook, we wanted to take it a step further to better engage users with their friends through event notifications and confirmations.
5. Post-Concert Stage (Reflection)
At the end of the concert, the digital tickets are autographed and saved as memorabilia. Certified fans will also have a badge in their profile that acknowledges their status.
Users can relive the concert experience by listening to the setlist playlist, viewing social media video and images (Spotify acquired CrowdAlbum) or by purchasing official concert merchandise or memorabilia.
Frictions: Following the event, many concert-goers feel the sense of "post-concert" syndrome where they miss the whole experience of the concert. Many users continue listening to the concert playlist and watch videos posted by fans.
Positive Touchpoint: By publicly identifying users as loyal fans, we can create an aspirational value and inspire more users to listen to their favorites artists.
This proposal fits perfectly within Ticketmaster's current strategies in aiming to step up efforts to combat bots and burnish the company’s negative reputation with their customers. Concert-goers seek to buy tickets with 100% confidence, and this proposal aims to offer that with a friction-free user flow. On the other hand, Spotify is continuously looking to supplement their experience and brand with partnerships. A collaboration with Ticketmaster would benefit current Spotify users with an even more personalized music experience through concerts.
Purchasing a ticket to an event should be a fun, exciting experience that flows smoothly into the concert itself. By improving the ticket purchasing experience, the customers start their journey with a positive experience that can be carried over to the purchased event itself. I believe that as Spotify continues to grow, they will continue collaborating with artists, vendors, and fans to create more engaging and immersive experiences that allow users to live the music they love!