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.

1. UXDI Winter 2013 – 2014
January 16th, 2014
Presented by,
Hanah Choi
Sandy Woodruff
Sanjay Merchant
Tina Israni

2. ABOUT
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
1. Fun
2. Familiar
3. Friendly
BUSINESS GOALS
1. Engagement
2. Get new users
3. Events market

3. PROCESS FLOW
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

4. COMPETITION / COMPLEMENTOR ANALYSIS
Criteria for identifying competitors: Event discovery, Ticketing
Method 1: Sketch Competitors flows [Meetup]

5. COMPETITION / COMPLEMENTOR ANALYSIS
Method 2: Competitor Screenshots – Design Information
Method 3: Card Sorting for Information Architecture [Stubhub]
Findings assisted with provided clarity
on IA for integrating events and
concerts into existing Fandango

6. COMPETITION / COMPLEMENTOR ANALYSIS
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

7. USER RESEARCH
Method 1: In – person Interviews
Method 2: Affinity Map
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?
BEFORE!
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

8. USER RESEARCH
Method 3: Survey Monkey
A third of surveyed
population buy
concert tickets
frequently = Market
opportunity!

9. PERSONA OVERVIEWS

10. PERSONA OVERVIEWS

11. PROCESS: SKETCHING

12. PROCESS: Features to MVP
Note to Self: When in doubt go back to persona scenarios!
NOTE TO SELF
!

13. PROCESS: And then this happened…

14. PROCESS: “ADULT” STORY BOARDING

15. PROCESS: “ADULT” STORY BOARDING (cont’d)

16. PROCESS: BIRD’S EYE “Get out of the Weeds”
COMPLETE
!

17. PROCESS: PERSONA SCENARIOS REVISED
NOTE TO SELF
1. Refining scope /
parameters what they
were looking for
2. Tasks should vary to
capture all possibilities

18. WIREFRAME ITERATION

19. PROCESS: MORE SKETCHING…
MOBILE LEARNINGS
Expose your content
in mobile so people
can dive right in!

20. USER FLOW: ITERATION

21. PROTOTYPE: Paper First!

22. USER FLOW

23. USER FLOW

24. PROTOTYPES: Going Digital, too high, too soon.

25. WIREFRAMES – GOING DIGITAL

26. PROTOTYPES – HIGHER FIDELITY

27. PROTOTYPES: Style Guide

28. PROTOTYPES – PRE USER TESTING

29. USABILITY TESTING: Houston, we have a “checkout” problem.
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

30. PROTOTYPES – AFTER USER TESTING

31. PROTOTYPES – PRE USER TESTING

32. USABILITY TESTING : Problem Solved!

33. PROTOTYPES FINAL – PREVIEW
See it in action…