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P2

Feature Integration

My Role: UX Designer on a team of three

Duration: 2 Weeks

Status: Complete

This purpose of this project was to enhance an existing application by completing a feature integration for a given company. In my project, I was briefed by Fandango that they are interested in moving from selling just movie tickets on their online platform, to giving users the ability to purchase tickets to all kinds of events. My role, along with two of my team members, was to develop the research and design foundations to decide how to implement the feature fandango proposed to us in the best way possible.

Scope of Work

We were tasked with conducting the research and design phases of this feature integration.

We concluded from our research that there are many places to go online to buy tickets to both movies and events. We initially assumed that Fandango users would want to purchase tickets to concerts and local events in addition to being able to purchase tickets to movies on their platform. The problem space we were then working in became:

We began our research process by screening users who already used Fandango and who frequently bought tickets of any kind online. We decided that people familiar with online ticket purchasing was our target audience. We combed through 23 respondents’ data in order to select 7 ideal candidates. Of those 7, we interviewed 5.

Those 5 interviews provided us with a good foundation of understanding about the problem space we were working in. We decided our first task was to find out how users already buy online tickets, their behaviors, their preferences, likes and dislikes, and even the competitor sites they like.

We asked users questions like “when was the last time you went to a movie? How did you acquire your ticket ?” And “could you describe to me what that process was like for you?”

In order to start moving forward, from those 5 interviews, we categorized the data from our users’ answers and arranged them by theme. We did this for all of our interview data and it eventually became a map of our users’ feelings, habits, likes and dislikes. This helped us to visualize our users in a collective way, allowing us to synthesize our research.

We then pulled key insights from our map to begin synthesizing our data. Something that stuck out to us was the notion that users have strong preferences when it comes to online ticket purchasing. A few of our users noted they go to certain apps or sites because they “just like how it feels” or “it felt sleek.” It was interesting that there was an emotional connection to a site or app that transcended any logistical or practical issues.

That became an important milestone of empathy in our project. To further that, we decided to pull from our key insights to create an emblematic user.

For this round of our project, we focused on how to design the integration of the new features within the existing Fandango application. We designed these features knowing it was important to have users be able to both discover events near them and purchase digital passes.

We began this process by conducting a design studio, where the members of our group brainstormed how these new features were going to actually look in the app. We iterated a couple of times and incorporated all of our ideas to come together and implement how our wireframes would appear.

Coming up with the design was relatively seamless, however we spent a good amount of time considering how to fit our ideas within the existing Fandango platform. We decided it was in line with our users’ goals to remove the “Gift Cards” button on their navigation bar and replace it with our new “Events” section. We considered how users interact with other event ticket apps, what kinds of things they expect to see and do, and also applied what we know about Fandango’s platform as well as their integration goals.

We also produced a feature prioritization matrix to decide what was absolutely necessary to implement in this round of design.

We created low-fidelity wireframes based on our initial design research and with the users’ insight needs in mind.

We conducted usability tests to gauge how intuitive our prototype was to users and to discover the limits of our feature design. Our first round of testing was conducted with 5 people using our mid-fidelity prototype in InVision. We gave users three tasks and scenarios to test the usability, utility, and emotional connection with the feature.

SCENARIO
Fandango has a new “event feature” on their platform.

TASK
Search the app to discover upcoming concerts near you.

SCENARIO
You want to go to a pop concert with 2 of your friends.

TASK
Purchase tickets for a pop concert near you.

SCENARIO
You purchased 3 Arianna Grande tickets earlier this week and you’re ready to enter the venue.

TASK

Find your digital pass on the Fandango app.

We ran into a few repeat issues with our design. Users consistently had difficulty with certain buttons, specifically the search function and the “events” page. Users clicked on icons or buttons that were not yet actionable in InVision, although they reported the overall task was not too difficult.

Findings
These reactions lead us to very solid insights based on common themes or occurrences that happened. Almost every user ran into the same set of issues, which actually made it quite easy for us to correct because there were no unusual “outlier” issues.

In order to iterate on our design, we had to find a way to fix the consistent problems our users were having. We took away a few functions, like arrows and a “go” button, and added new screens like a “comedy show” results page so users could have more actionable options in our prototype.

We then tested another set of 5 users. These tests went marginally better for them, with all of the problems that users observed in the last round being fixed. We changed the scenarios and tasks as well to better suit our testing:

Task 1: Your friend is visiting from out of town and you want to do something fun together. Use the app to find info about a pop concert.

Task 2: You’ve been watching a lot of stand-up comics on Netflix and you want to see it live. Purchase a ticket for such an event.

Task 3: You purchased a ticket to comedy show earlier this week. Find your digital pass on the Fandango app.

Our high-fidelity screens helped immensely when it came to usability testing. Using the existing branding and style of Fandango’s platform as it currently is, we implemented our feature.

Direct paths to complete increased across two of the three rounds, and the time it took users to complete tasks decreased.

By the end of our first UX cycle for Fandango’s feature integration, I felt their stakeholders are in great position to enter the event ticket market by leveraging their large existing user base. However, that is contingent on their existing base. Outside of that base, it may be more challenging to convert users of competitor sites to use Fandango.

To combat that challenge, I would love to iterate the process again, starting with much more research.

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