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Nathan KushnerUX Research and Design
CASE STUDY: FANDANGO
Team Members:Nate KushnerAllison MenjivarPaulo Villaroman
(Class Project)
Nate KushnerUX Research and DesignOur team was tasked to expand Fandango’s mobile capabilities with features related to live event
ticket sales, and to present our findings and designs after a 2-week design sprint. I led and delegated a research effort aimed at optimizing our solution for the needs of the greatest possible number of likely users.
Research Methods:
Nate KushnerUX Researchand Design
Competitive Analysis of ticket industry leaders, and the those platforms’ users
Key Takeaways: Users hated price and opacity of ticket “convenience” fees, and the lengthy, sometimes confusing user flow.
Comparative Analysis of platforms for ticketed event creation.
Key Takeaways: Identified event promoters as a content provider whose needs must be considered.
Comparative Analysis of concert discovery platforms.
Key Takeaways: Attractive interface for following favorite artists in bulk and receiving alerts. In Songkick’s case, a revenue model based on small referral fees from tickets purchased by referred users.
Surveys of user’s event, ticketing, and device preferences.
Key Takeaways: Near-universality of Fandango use among respondents. Identified interviewees. Confirmed concerts as the most popular event type, and iOS as the most-requested platform.
Nate KushnerUX Research and Design Interviewees
Our 8 interviewees each belonged to one or more of these categories.
• Current users of the Fandango’s app and cinema kiosks.
• Concert and theater enthusiasts. • Theater professionals in New York and LA.• A filmmaker, cinephile, and frequent concertgoer
currently exhibiting a music documentary.
• Concert fees must be similar to those of movies.• Venues often have their own fans, and their
landing screens should provide a calendar of upcoming events and branding from the venue.
• Concert attendance decisions are often more date-based than time-based.
• Users can be persuaded to travel farther for a unique concert experience.
Current experience with Fandango or other movie ticket apps:
1. What app or site did you use to purchase movie tickets?2. Describe your experience (with)?3. How far in advance do you make plans to see a movie?4. How do you decide what movie to see?5. Do you buy tickets for just yourself or for others?6. How do you coordinate payment among a group of people?
Current experience with selecting a concert, purchasing tickets, and entering the venue:
1. How do you find out about concerts?2. How do you purchase concert tickets?3. Tell me about your experience with (sites or apps mentioned)?4. How far in advance do you decide to see a concert?5. Do you buy tickets just for yourself or for others?6. How do you coordinate payment among a group of people?7. On the day of the show, do you all plan to meet outside the venue, then go in together?
Needs and goals of event planners and promoters:
1. What platform do you currently use to sell event tickets?2. Tell me about your experience with (platform)3. What do you look for when selecting a ticketing platform?4. Does your current platform assist in event promotion?5. What are your challenges with ticket sales?
Interview Guide
Interviewees were subjected to one or more of these lines of open-ended questioning, with leeway to ask followup questions off-script.
Key Takeaways
Nate KushnerUX Research and Design
Research Synthesis and Persona CreationData from research and interviews were anonymized and amalgamated using affinity mapping into three personas. Rafael’s habits, whether he is making a spontaneous decision to investigate and attend a show tonight, or following a favorite artist’s dates, can vary from week to week; affording for his numerous use cases provided the most lucrative opportunity. For this reason, he was chosen as the primary persona.
Alan: Married professional with no children, active social life, enjoys local cultural events, avid user of Groupon and Goldstar.
Jenna: Married with children, enjoys date nights with husband, getting together with her sister, and finding family-oriented events.
Rafael: college student and music fan with limited funds, loves going to movies and shows with friends.
Nate KushnerUX Research and Design
Primary Persona: Rafael
Rafe is in his last year of university trying to balance academic priorities with making the most of the time remaining before full time work intrudes on everyone’s social life. He loves going to see concerts by his favorite bands, but also enjoys discovering new music. He usually finds out about new music from friends posting to social media, word of mouth, or subscribing to venue email lists. Decisions on what show to see are usually made day of, or within 2-3 days before a show, depending on what his favorite venues have booked.
• High service fees.• Relying on email, social media
posts, or word of mouth means sometimes finding out about a favorite band’s show too late to get tickets.
• Coordinating with friends to decide on event & pay for tickets.
Tech empathy: High Purchase cycle: Short Devices: MacBook Pro, iPhone, iPad
Needs Pain Points How We Can Serve
• To find local events and shows.• Quick, easy and familiar.• Affordability.
• Minimal service charges.• List venues’ calendar.• Artists’ dates with chronological
and geographic sorting.• Coordinating with friends to
decide on event & pay for tickets.
Nate KushnerUX Research and Design
Result: Fandango LiveA set of features, contained in a “Live” tab in Fandango’s iOS app, encompassing concert tickets, but with conceptual room for the next most requested events, theater and sports. Concert listings can be found with the same ease as films, through several methods. Once tickets are chosen, the flow converges with Fandango’s checkout process.
LiveLive
Rafael can browse a particular night’s shows in an order sorted by proximity to a ZIP code, for the use case of spontaneously planning an evening. The screen defaults to tonight’s shows, but tapping dates in the horizontal calendar shows information about a future night’s shows.
Segmented “Venues” view shows the nearest participating venues to Rafael’s specified ZIP code. Tapping one of these shows you a landing screen for that venue, with its upcoming acts.
Rafael has his favorite clubs, and is more likely to take a chance on an unfamiliar show there. Likewise, promoters are more inclined to partner with Fandango if elements of their branding are incorporated into venues’ landing screens, as well as important information like age and seating style.
LiveLive LiveLive
Nate KushnerUX Research and Design
Artist Detail ScreenAllows Rafael to browse all upcoming shows by an artist on tour, chronologically. This screen was built to be reminiscent of the movie ticket experience, with information and behavior considerations specifically relevant to concerts:
• Video content, like a music video or concert footage, submitted by the artist or show promoter, accessible in the same manner and place as a Fandango user would normally access a film trailer.
• Artists are more likely to have shows on nonconsecutive days, versus a film’s multiple showings per day per screen.
• Concertgoers are more likely to make decisions based on the date of the concert, rather than the time of night; tapping a date in the horizontal calendar scrolls to that date’s show, and opens the expanded version of that concert listing. In this screen, the Madison Square Garden show is “Expanded.” Others are not, but can be with a tap. A user can swipe the calendar to the left to see even more future dates.
• Hyperlocal information, like mileage and access to directions, available for users willing to travel to nearby shows that are not necessarily the soonest or nearest, or to multiple shows.
Nate KushnerUX Research and Design
Testing and Iterations
An interactive prototype was built, and I formally tested users with the task of buying tickets for tonight’s Draagon Syndikaat concert; many were able to locate and purchase them by browsing upcoming concerts in the Live tab. Later iterations vastly improved the task completion rate by affording for search of artist names, and by rethinking use of above-the-fold space to improve discovery by those inclined to scroll. Once tickets were selected, the flow converged with Fandango’s established checkout.
Before: Home screen (Spotlight tab).
After: Search is afforded, and Fandango Live content is visible above fold.
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LiveLive LiveLive
LiveLive
MAR
11
THU
MAR
8
MON
MAR
7
SUNFRI
MAR
5
WED
MAR
3
WED
1MAR
TODAY
4 Pennsylvania PlazaNew York, NY 10001DIRECTIONS
8:00p
MADISON SQUARE GARDEN 1.5mi NEW YORK, NY
$26-36
Before: users had difficulty comprehending and using this content card.
After: Comprehension vastly improved by enlarging price, adding date information within the card, and creating more separation under the horizontal calendar.
