user experience case study: fandango
DESCRIPTION
User Experience Design Immersive 2013 @ General Assembly case study on Fandango. In this case study Fandango decides, to add events/ concerts and local event discovery. This case study showcases our teams UX process and final mobile prototype.TRANSCRIPT
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UXDI Winter 2013 – 2014 January 16th, 2014 Presented by, Hanah Choi Sandy Woodruff Sanjay Merchant Tina Israni
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Fandango wants to increase user engagement by selling tickets to events and concerts. Fandango has decided to expand their market from movie tickets to purchasing tickets to concerts and local events. Fandango wants to build a service that notifies you of events happening in your area, allows you to easily purchase tickets, and then use a digital pass to attend the event.
BRAND GOALS BUSINESS GOALS
1. Fun 2. Familiar 3. Friendly
1. Engagement
2. Get new users
3. Events market
ABOUT
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Before diving in, we decided to figure out our own project process to stay on track, taking that time to brainstorm really helped. Method 1: Whiteboard Brainstorm Method 2: Post-its, Project Flow + timeline
PROCESS FLOW
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Criteria for identifying competitors: Event discovery, Ticketing
Method 1: Sketch Competitors flows [Meetup]
COMPETITION / COMPLEMENTOR ANALYSIS
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Method 3: Card Sorting for Information Architecture [Stubhub] Findings assisted with provided clarity on IA for integrating events and concerts into existing Fandango
Method 2: Competitor Screenshots – Design Information COMPETITION / COMPLEMENTOR ANALYSIS
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Method 4: Detailed Features Analysis & Overall experience
Highlights: 1. Meetups geo location based listings 2. Eventful when it was happening 3. Eventbrite checkout includes table and seating information
COMPETITION / COMPLEMENTOR ANALYSIS
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USER GOALS
1. Buy tickets before they sell out
2. Buy tickets conveniently/ no effort
3. Addressing FOMO 4. Don’t waste time
standing on line
Method 1: In – person Interviews Method 2: Affinity Map
BEFORE!
Introductory Questions 1. What is your name? 2. What's your occupation? Event Related Questions 1. What kind of events or concerts do you go to? 2. How do you find out about these events and concerts? 3. What's your ticket buying process like? Mobile Purchasing Habits: 1. What purchases have you made on your mobile
phone? tickets?
USER RESEARCH
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Method 3: Survey Monkey
A third of surveyed population buy concert tickets frequently = Market opportunity!
USER RESEARCH
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PERSONA OVERVIEWS
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PERSONA OVERVIEWS
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PROCESS: SKETCHING
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PROCESS: Features to MVP Note to Self: When in doubt go back to persona scenarios!
NOTE TO SELF!
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PROCESS: And then this happened…
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PROCESS: “ADULT” STORY BOARDING
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PROCESS: “ADULT” STORY BOARDING (cont’d)
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PROCESS: BIRD’S EYE “Get out of the Weeds” COMPLETE!
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1. Refining scope / parameters what they were looking for
2. Tasks should vary to capture all possibilities
NOTE TO SELF
PROCESS: PERSONA SCENARIOS REVISED
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WIREFRAME ITERATION
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Expose your content in mobile so people can dive right in!
MOBILE LEARNINGS
PROCESS: MORE SKETCHING…
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USER FLOW: ITERATION
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PROTOTYPE: Paper First!
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USER FLOW
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USER FLOW
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PROTOTYPES: Going Digital, too high, too soon.
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WIREFRAMES – GOING DIGITAL
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PROTOTYPES – HIGHER FIDELITY
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PROTOTYPES: Style Guide
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PROTOTYPES – PRE USER TESTING
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People were confused by 3 options even though competitors divided into regular, premium and discount, it was better to collapse it because people didn’t think that way when checking out. People wanted checkout right away with having completed the steps. Results: Moved seating selection towards the beginning of checkout and combined seat location with pricing
USABILITY TESTING: Houston, we have a “checkout” problem.
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PROTOTYPES – AFTER USER TESTING
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PROTOTYPES – PRE USER TESTING
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USABILITY TESTING : Problem Solved!
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PROTOTYPES FINAL – PREVIEW
See it in action…