In the beginning of planning and defining stages of how, why or what MyTickets Mobile would become as a product our team members first had to be identified for the project. Bringing our stakeholders, selected designers, business analysists and developers into the workshop sessions was important so all individuals understood their responsibilities throughout the design process. Below is a series of exercises that our team went through before moving into researching our customers.
Paperless digital ticketing is a huge deal in the sports and entertainment industry. What's more important is having the ability to retrieve tickets from a mobile device at any time. The business goals for developing our new MyTickets Mobile product was simple at first:
- Create a product that can easily allow customers to bring up their tickets associate to their account
- Have the ticket barcodes render on the mobile screen for scanning into a venue
- Allow customers the ability to view history information which shows scanned tickets use for past events
- Get customers access to their my account features for editing information
- Allow tickets to be transferred to Passbook (iOS app)
While working through our white board and workshop exercises we uncovered a few challenges along the way:
- We had 6 weeks to define, research/analyze and design the product
- We had to determine who are all the individuals to work on this product (product manager, developers, etc.)
- Due to time constraints we had to change direction and think of desiging for a mobile web experience instead of creating a native application
- Through several iterations and testing methods can we hit this target on time
While designing around context and rendering our initial designs for the MyTickets Mobile product we had to focus with customer personas in mind. Taking what research our team gathered from the MyTickets product in the past we quickly narrowed down our list of baseball fans who we believe would benefit from the product.
"I want it all in the app! News, highlights, discounts and VIP specials. All Dodgers gear, stats and ticketing at my finger tips."
"Just make an app where I can bring up my tickets fast and simple, maybe throw in some news feeds or discounts for merchandise."
"All I want is to get access to my tickets. Please don't add a lot of fancy and complicated features thanks!"
"Having easy access to my season tickets from my iphone is a hugh deal. Also if I can get any discounts while I am at the game would be sweet."
After considering the time contraints, limited resources and initial ideas of what features should go into the MyTickets Mobile product our team quickly sketched up some design ideas and low-level work flows. We defined what primary features should be included into the product and kept the application lean so hitting the target date could be achieved.
Before diving into the design phase of our process, creating a UX roadmap of research methods was established to help gain information from our customers:
- Bring up existing observation notes from our trip up at At&t Park - SF Giants Stadium
- Conduct quick user interviews with two of our personas covering digital ticket needs
- Illustrate some user scenarios and work flows to discover painpoints
- Design the experience map of a customer's journey while using the product