As part of our research after our product pivot, we conducted a competitive analysis on similar products. We look into major event ticketing apps to find out what are some functions that stood out from Ticketmaster.

• Bandsintown is a concert/ music oriented ticketing platform. It allows user to connect with music app to better understand the user's interest. This will be able to provide more accurate and targeted event suggestion.
• Live Nation go beyond the ticketing experience, by providing accessibility function with venue information. User can better navigate the event space, which are usually foreign and too crowded to find stuff member for assistance.
• Axis allow users to transfer tickets within accounts, as most event goers do not attend event by themselves. This help with group event planning, having less responsibility on one individual.

We asked our interviewees about their frequency to attending a live event, understand their ticketing process and what are some frustration they encounter throughout the process.

• Fees: It is a huge concern for hidden fees and how it may exceed the budget that has been allocated by the user.
• Knowledge of Event: Most user get information about event through social media or word of mouth, they do not use Ticketmaster as a tool to explore up coming events.
• Frequency : It varies per interviewee, some go to event very often because they have found their clique. Others only attend every few months, they would love to go out more often but find it hard to find a friend to join them.

We conducted 13 empathy interviews to understand the user journey, needs and pain points of event goers. The following statements stood out to us.

• Many interviewees find it troubling when paying for event tickets, especially for a large group of people. The payer encounter trouble receiving payments from the group or keep track of the missing payment. It is also a lot of financial burden for an individual
• Attending an event is a "want" and not need for essential lifestyle. People sometimes feel paranoid, as they kept thinking about the event.

I looked into the nature of event experiences. I noticed that the show itself is only one aspect of the experience. The companion is what make the time spent truly special. After sharing the insight with the team, we decided to to dive into the interaction between our users and their companions when attending events.

We created 4 User Persona, based on age group and the type of companions when attending the events. As we found out that the companion is a crucial element that influences the holistic event experience.

After the initial sketch up for the wireframes, I proceed to put them into a task flow. During the process, I looked into companies with similar features, Uber and Lyft. After some discovery on how they have approach the features, key take away is that the feature should be introduce as an option in early stage of the flow, so that it will not cause confusion in later. I also conduct a user testing for the UX writing to ensure user are able to understand the function.

We created the low fidelity wireframes based on the task flow for our user. During this process, we try to incorporate user's wants and delighter for a more convenient purchase experience. Such as, allow user to conduct seat allocations and payment reminders.