Seat Geek
Integrating a Merchandise Store Within the Seat Geek App.
ROLE
UX/UI Designer
tool
Figma
YEAR
2024
We all love having cool mementos from concerts to show our love for our favorite artists and remember those special moments, right? I totally get how frustrating it is when the merch is already sold out by the time you finally find where to buy it.
To make things easier, I think it would be awesome to add a merchandise store right into the Seat Geek app.
Project Overview
SeatGeek, a leading mobile-focused ticket platform, sought to enhance user engagement and drive additional revenue by integrating a merchandise store within its app. The goal was to allow users to pre-order event-specific merchandise, providing a seamless experience from ticket purchase to merchandise pick-up at the event. This case study outlines the design process, challenges, and outcomes of integrating the merchandise store feature.
Timeline
From research to final prototype in 4 weeks.
Background
Process
This category details the step-by-step approach taken during the project.
Stage 1: Empathize
Conducted UX research to identify existing pain points to purchasing event merchandise. Research methods included user interviews, competitive analysis, and user personas.
Stage 2: Define
Clearly articulate the problem to be solved and the goals of the project.
Stage 3: Ideate
Generate ideas and solutions to address the identified problems and needs.
Stage 4: Prototype
Create wireframes and prototypes to visualize the solution and gather initial feedback.
Stage 5: Test
Evaluate the usability and effectiveness of the prototype with real users.
Research
We need to dive into the needs, challenges, and habits of users who buy event-specific merch and frequent events to shape the design of a digital tool that truly works for them.
Problem Statement
Event-goers often struggle with long wait times and limited stock when trying to buy event-specific merch. How can we make it easier for SeatGeek users to pre-order merch and pick it up at designated spots, so they have a smoother, better event experience?
Research Objectives
Identify challenges users face when buying event-related merch, especially during live events.
Understand user preferences for pre-ordering merch versus buying on the day of the event.
Identify unique features that can set SeatGeek apart from the competition, such as exclusive merch options.
Collect data on user behavior and preferences to guide the design and functionality of the merchandise store.
Business Goals
Build brand loyalty by offering exclusive or branded merch tied to the events and experiences users are passionate about.
Increase revenue by adding merch sales as a new income stream.
Use personalized marketing strategies to connect with users.
User Interviews
UX Goals
Optimize for mobile so users can shop anywhere, anytime.
Design a shopping experience that prioritizes helping people lock in their desired items before they sell out.
Competitive Analysis
I conducted an in-depth analysis of 4 top event ticket purchasing companies: Live Nation, Ticketmaster, AXS, and StubHub to compare their strength and weakness.
Key Findings:
Ticketmaster offers the most comprehensive merchandise integration.
Ticketmaster offers merch alerts and early access, but only for select events.
Competitors primarily focus on ticketing and event experiences, with limited personalization in the merch space.
User Personas
Based on the research, I created user personas helped to guide the ideation processes, and they helped to highlight the goals and challenges of event-goers who love to purchase merchandise.
Pain points:
Quick sellouts of high-demand merchandise.
Long lines at event merchandise booths.
Needs/Goals:
Secure merchandise through pre-order options.
Pre-order merchandise to avoid sellouts and long lines.
Affinity Map
Key Findings:
Based on qualitative datas from the interviews, reveal several key areas for integrating a merch store within the Seat geek mobile app:
Purchasing event merchandise can be challenging due to issues like sold-out items, website crashes, long lines, shipping delays, and unexpected international fees.
Features like real-time inventory updates, pre-ordering, QR code purchasing, virtual queues, and early access to exclusive merch can make buying event merchandise easier, faster, and more reliable.
People buy event merchandise through venue booths, official websites, third-party sites, dedicated apps, online marketplaces, and post-event sales on official channels.
Mobile devices are the preferred method for purchasing event-exclusive merchandise due to convenience, flexibility, and mobile-optimized apps with features like notifications and easy checkout.
Challenges when Purchasing Merchandise
Going through the entire process of selecting merchandise, only to realize later that it's no longer available, is a huge letdown.
The website crashing due to high traffic can cause major disruptions during the checkout process.
Shipping delays are a common frustration when ordering event merchandise online.
International shipping fees can be high and often come with unexpected customs charges.
Long lines at concert venues and website crashes during online sales also pose significant hurdles.
Recommended Features
Real-time inventory updates helps manage expectations.
Secure their desired items without the risk of them selling out.
QR code scanning for quick in-person pickups.
Implementing virtual queues for online sales to reduce website crashes and long waiting times.
Offering early access to event-exclusive merchandise for registered attendees or members to create a sense of exclusivity and reward loyalty.
Merch Purchasing Methods
Buy directly from merchandise stands or booths at event venues during the event.
Use official merchandise websites or links provided by the event organizers to avoid downloading apps.
shop on third-party websites like eBay or Amazon if the desired items aren’t available on official platforms.
Browse apps like Kpopmart, Weverse Shop, and other official merchandise websites to find the best deals and coolest items.
Use online marketplaces or search on Google for options.
If miss out at the event or want more options, will check official websites or social media pages for post-event merchandise availability.
Technological and Convenience Factors
Prefer shopping for event-exclusive merchandise on mobile.
Many event apps are optimized for mobile.
Shopping on mobile is convenient for on-the-go purchases, use desktop for detailed searches.
Mobile apps often offer features like notifications and easy checkout options.
Purchasing merchandise online through event apps or accessible links on social media.
Design
Create user flows, wireframes, and prototypes to visualize the solution and gather initial feedback from user testing.
User Flow
Users need to purchase a merchandise and completing their transaction using PayPal.
Through this user flow, I am designing the merchandise order process. The purchasing process flow begins at the event ticket confirmation, and it goes through different sections like merchandise store, merchandise details, shopping cart, checkout, choose a payment method, and it ends at order confirmation.
Pain Points:
Users may not realize they can purchase merchandise immediately after buying tickets.
Users may abandon their cart due to unexpected fees or confusing checkout options.
Users might not realize the item has been added to the cart or lose track of their selections.
My design achieved the following:
Add a prominent “Shop Merch Now” button on the ticket confirmation page and include a limited-time offer or discount to encourage browsing.
Display a clear breakdown of costs, including shipping and taxes, with saved payment methods
Use a persistent cart icon showing the item count.
Lo-fi Wireframes
I created 10 lo-fi wireframes following Seat Geek's style guidelines. Through these wireframes, I brainstormed and tested initial ideas, focusing on:
Merch Store
Ticket Confirmation with Link Access to Merch Store
Shopping Cart
Checkout
Payment Method
Order List
Hi-fi Wireframes
Key Features
In-App Merchandise Store: A dedicated section within the app where users can browse and purchase merchandise. Create categories for easier navigation.
Pre-Ordering Merchandise: Option for users to pre-order merchandise before the event to secure popular or limited-edition merchandise. Notifications to remind users of upcoming merchandise drops or limited-time offers.
Pick-Up Merchandise with QR Code: Generate a QR code after purchase that users can scan at the event venue for quick merchandise pickup. Option for in-app notifications when the merchandise is ready for pickup.
Display purchased merchandise alongside event tickets in the app for easy reference. Include details such as pickup location and a summary of purchased items
Multiple Payment Methods: Quick and secure checkout with saved payment methods for repeat users.
Usability Test
"I was expecting a quick 'Add to Cart’ button when I'm browsing on the merch store." -Sophia
Goals
To test how well users can interact with the merch store feature within Seat Geek.
Participants
Recruited 5 participants aged between 17 and 30.
3 participants are familiar with the Seat Geek mobile app and the other 2 participants have used other similar event ticketing platforms.
All participants are familiar with merchandise purchasing
Task Flows
Task 1: Adding Merchandise (Lightstick) to Cart
Task 2: Checking Out with PayPal
Task 3: Accessing Order History and Pick-Up QR Code
Results
Success rate: 87%
Error Rate: 13%
Insights
Participants struggled between the instructional image and the order number.
Participants wish to have clear instructions on the size and quantity selections.
Participants were confused by the use of different colors on the buttons.
Final Design - Purchasing a Merch
Conclusion
The SeatGeek Merchandise Store Integration project successfully addressed user pain points and provided a valuable new feature within the app. By following the design thinking process, we were able to empathize with users, define clear problems, ideate effective solutions, prototype the design, and test it thoroughly to ensure a seamless user experience.