Vanessa Palladino

Design Strategist

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Vanessa Palladino

Design Strategist

Vanessa Palladino

Design Strategist

Tokyo 2020 Olympics
- Ticket Purchasing

Created a mock digital solution for Olympic enthusiasts worldwide to easily purchase their tickets online.

My Role

UX Designer Lead

Context

Master's UX Design project

Context

December 2018

Challenge

During the online ticket purchasing experience, the user was presented with an overflow of information, making the purchase of the official Olympic tickets complex and frustrating.

The main challenge was to guide the user through their purchasing choice.

Goal

Create a seamless and trusted purchasing experience by restructuring the existing functionalities and implementing new features.

Challenge

During the online ticket purchasing experience, the user was presented with an overflow of information, making the purchase of the official Olympic tickets complex and frustrating.

The main challenge was to guide the user through their purchasing choice.

Goal

Create a seamless and trusted purchasing experience by restructuring the existing functionalities and implementing new features.

Let’s start with research

1.
Let’s start with research

The Global User Journey

Together with my team, I considered the whole experience of going to the Olympics – from the initial research and the decision to go to Tokyo, to watching an event and getting back home. After thorough research, we picked the problematic that was most urgent and interesting to solve:

Buying the tickets.

Why was it so problematic?

BAD PRESS

UNHAPPY USERS

"As always though, patience, diligence, vigilance, and maybe thinking a bit outside the box, are the keys to getting Olympics tickets."
Anonymous

"What a shame… Impossible for me to purchase. I simply don’t understand how to do it… Any help?"
Jee Ohouens

Why Roger, the UK Olympic Enthusiast is unhappy

Having limited resources, we opted for creating proto-personas and designing the user journey based on this user’s profile: Roger, the UK Olympic Enthusiast.

Roger’s user journey is interrupted do to its complexity

Because there is not one centralized ticket purchasing portal, but a variety of different websites based on the country the user is purchasing from, users can quickly be deterred from even initiating the journey.

Browse through what the user journey for Roger would have looked like, below.

The Pit of the Problem

2.
The Pit of the Problem

The Problem Statement

Roger is a UK Olympic Enthusiast who needs a seamless ticket purchasing experience because he needs to easily and quickly purchase tickets for the Tokyo 2020 Summer Olympics.

The Three Key Main Issues

1. Hard to find & complex digital ecosystem  

2. Restrictive sign in to access tickets info  

2. Restrictive sign in to access tickets info  

3. Unreadable, no global overview  

3. Unreadable, no global overview  

3. Unreadable, no global overview  

The Solution

3.
The Solution

Create a seamless purchasing experience by restructuring the existing functionalities and implementing new features.

The UX design problems identified and their solutions:

Issue Themes

UX Problem

Solutions

1. DIFFERENT LOCAL RESELLERS  

Manual research to official ticketing websites.

A preloader to select the user’s country.

2. COMPLEX PATH

– Irrelevant tabs
– FAQ not user-friendly

– A restructured tree view
– A ChatBot

3. NO PERSONALIZATION

Generic solutions.

User account & shopper.

The paper wireframe

The solutions identified during the Ideate phase of the Design Thinking process were applied to the paper wireframes.

The Lo-Fi Prototype

Final Thoughts

The Lo-Fi prototype was just the beginning! We only had time to develop three frames, whereas the project would have required greater time to create the pages that would have made a complete user journey, such as the log in and user account features.

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