Seat Geek
Integrating a Merchandise Store Within the Seat Geek App.
ROLE
UX/UI Designer
tool
Figma
YEAR
2024
Hey there! We all love having cool mementos from concerts to show our support for our favorite artists, right? I totally get how frustrating it can be for concert-goers when they can't get their hands on event merchandise because it's in such high demand.
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 market research to identify existing time and task managing challenges and user preferences. 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.
Stage 1: Empathize
We need to understand the needs, challenges, and behaviors of Seat Geek users and frequent event-goers to inform the design of a digital tool.
Research
Research Objectives
Identify the challenges users face when purchasing event-related merchandise, particularly during live events.
Explore user preferences for pre-ordering merchandise versus purchasing on the day of the event.
Identify unique features that can differentiate SeatGeek's offering from competitors, such as enhanced post-purchase support or exclusive merchandise options.
Collect data on user behavior and preferences to inform the design and functionality of the merchandise store.
Competitive Analysis
Conduct a competitive analysis of major ticketing platforms (Live Nation, Ticketmaster, AXS, and StubHub) to identify strengths, weaknesses, and market gaps.
User Interviews
Recruited 5 participants from the previous interview, 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.
Pain Points: Participants have had issues with
The limited availability of popular items
Missing out on high-demand purchases long lines at merchandise booths
Website crashes during sales
Shipping delays and fees
Security concerns with their purchases
Goals: Users desired a convenient way to pre-order and pick up merchandise, reducing the hassle associated with event-day purchases.
Competitive Analysis
Competitors lack fully integrated merchandise purchases within their apps, users are redirected to third-party sites for purchases, leading to a disrupted flow and diminished engagement.
SeatGeek can stand out by offering a seamless, fully integrated merchandise purchasing experience within the app, focusing on user experience and post-purchase support to provide superior service.
Stage 2: Define
We need to clearly articulate the problem to be solved and the goals of the project.
Problem Statement
Event-goers face significant challenges in purchasing event-specific merchandise due to long wait times and limited stock. How might we enable SeatGeek users to pre-order event merchandise and pick it up at designated locations to improve their event experience?
User Goals
Ensure items are available to avoid disappointment from sold-out products.
Speed up the checkout process to secure desired items before they sell out.
Enable convenient, on-the-go browsing and purchasing.
Provide a smooth, flexible, and seamless shopping experience.
Facilitate quick purchases with a few taps on the mobile app, eliminating the need to wait in line at events or visit separate websites.
Reduce stress from long lines, crowded merchandise booths, and limited event-exclusive merchandise.
Business Goals
Boost overall revenue by adding merchandise sales as an additional income stream.
Strengthen brand loyalty by offering exclusive or branded merchandise tied to events and experiences users are passionate about.
Leverage user data to optimize merchandise offerings, inventory management, and personalized marketing strategies.
Establish partnerships with teams, artists, and brands to offer exclusive merchandise, enhancing SeatGeek's market position.
Increase user engagement and retention by providing a one-stop shop for tickets and related merchandise.
Stage 3: Ideate
Generate ideas and solutions to address the identified problems and needs.
Feature Sets
In-App Merchandise Store: A dedicated section within the app where users can browse and purchase merchandise.
Pre-Order and Pick-Up: Option for users to pre-order merchandise before the event.
Real-Time Inventory Tracking: Live updates on merchandise availability to avoid disappointment. Notifications for low-stock items and restocks.
Merchandise Delivery to Seat: Option for in-seat delivery for an added convenience fee. Notification when the delivery is on its way.
Wishlist and Favorites: Option to add items to a wishlist or mark them as favorites. Notifications when items on the wishlist are back in stock or on sale.
Exclusive In-App Discounts and Offers: Special deals and discounts for merchandise purchased through the app. Promotional codes for frequent users.
Loyalty Programs: Earn points and rewards for merchandise purchases. Redeem points for discounts or exclusive items.
User Personas
Based on our research, we developed user personas helped to guide the ideation processes, and they helped to achieve the goal of creating a good user experience for the target user group.
User Personas: Goals
The K-pop Superfan
Convenience: Prefers mobile shopping for its ease and mobility, and values features optimized for mobile use like notifications and easy checkout options.
Real-time Inventory: Needs real-time updates on merchandise availability to avoid the frustration of attempting to purchase sold-out items and to manage her purchasing decisions effectively.
Pre-order Options: Highly values the ability to pre-order merchandise to ensure she can secure desired items without the stress of them selling out and dealing with long lines.
The Dedicated Concert-Goer
Convenience: Prefers using her mobile device for its flexibility and on-the-go accessibility.
Real-time Inventory: Needs real-time updates on merchandise availability to avoid the frustration of attempting to purchase sold-out items.
Pre-order Options: Highly value the ability to pre-order merchandise to secure desired items without the stress of them selling out.
The Social Event Enthusiast
User-friendly Interface: Values a seamless and intuitive app interface with clear images and descriptions.
Real-time Inventory: Important for managing expectations and avoiding disappointment.
Pre-order Options: Pre-ordering through an app is very useful for securing desired items before they sell out.
The Casual Event Attendee
Convenience: Prefers straightforward and accessible methods for purchasing event merchandise, whether online or at the venue.
Real-time Inventory: Real-time updates on merchandise availability to avoid attempting to buy sold-out items.
Pre-order Options: Values the option to pre-order merchandise to ensure availability without dealing with long lines or sold-out items.
Stage 4: Prototype
Create wireframes and prototypes to visualize the solution and gather initial feedback from user testing.
Design
Key Features
In-App Merchandise Store: A dedicated section within the app where users can browse and purchase merchandise.
Pre-Order and Pick-Up: Option for users to pre-order merchandise before the event.
Wishlist and Favorites: Option to add items to a wishlist or mark them as favorites. Notifications when items on the wishlist are back in stock or on sale.
Stage 5: Test & Iterations
Evaluate the usability of the merchandise store feature within the Seat Geek app.
Usability Test
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 and Improvements
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.
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.