Mobile site revamp
See Tickets is one of the largest ticketing platforms in Europe. When I joined, their mobile experience was – bluntly – just the desktop site loaded on a phone.
Users were pinching and zooming to tap links the size of a fingernail, trying to buy gig tickets on their commute. It wasn’t working. I redesigned the mobile site from scratch, creating a fully dynamic, responsive experience across iOS, Android and Windows that reduced the average ticket-buying process by over 7 minutes – a 76% improvement in processing time.
My role
I was the sole UX/UI designer on the project, responsible for the full end-to-end redesign of the See Tickets mobile site. That covered user research, Google Analytics analysis, user flows, wireframes, prototyping and the final UI.
I worked within the See Tickets brand but had creative freedom to do what was best for the experience, using current mobile UX patterns and responsive design principles throughout.
Key challenges:
A desktop site pretending to be a mobile site
Challenge
The existing mobile site was literally the desktop site scaled down to fit a phone screen. Touch targets were tiny, links were impossible to tap accurately with a finger, and the layout gave no consideration to how people actually use their phones.
Solution
I redesigned every screen from the ground up with mobile-first thinking.
Touch targets were sized correctly, layouts were restructured for vertical scrolling, and every interaction was reconsidered for a one-handed, on-the-go user.
Key challenges:
Buying tickets is time-sensitive
Challenge
Ticket purchasing isn’t a casual experience – popular events sell out fast, and a slow or frustrating checkout means lost sales.
The previous process took users an average of 10 minutes from search to confirmation.
Solution
I streamlined the entire user flow, focusing specifically on the areas where Google Analytics showed the highest drop-off rates.
For logged-in users with saved card details, the process from finding an event to completing purchase came down to four clicks. After launch, the average processing time dropped from 10 minutes to under 3 – a 76% improvement.
Key challenges:
Making the experience feel personal
Challenge
A generic list of events isn’t useful when you’re on your phone in Leicester wondering what’s on this weekend.
The site needed to surface relevant content without the user having to dig for it.
Solution
I integrated geolocation so the site automatically surfaced events within a set radius of the user’s location. Users could also favourite artists and genres, which the homepage used to personalise results on return visits.
Notification opt-ins meant users never missed a ticket sale for an event they’d saved.
Key challenges:
Preventing drop-off at checkout
Challenge
Tickets held in a basket but never purchased was a real problem – both for users who forgot and for bots bulk-buying stock.
Solution
I introduced a 5-minute checkout timer. If a purchase wasn’t completed, tickets were released back into the pool.
This kept inventory accurate and created a genuine sense of urgency that actually helped conversion rather than hurting it.
Ideation:
Research
Before touching a single wireframe I dug into the data. I timed the full user journey – from searching for an event through to receiving confirmation – to establish a baseline average.
I analysed Google Analytics to identify where users were regularly dropping off, and used those pain points to prioritise what to fix first.
I also produced process flows and wireframes to share with stakeholders and the customer service team, using their feedback to refine the designs before development began.
Wireframes:
Location screen
On first visit, users are asked whether the site can access their location – keeping events relevant to wherever they are in the world. A search bar gave an alternative for anyone searching a specific city or area.
Wireframes:
Sign up and login
Users could browse freely without an account, but needed to log in or sign up at the point of purchase.
Creating an account unlocked favourites, saved details and a faster checkout – all of which made the time-sensitive process of buying tickets considerably less stressful.
Wireframes:
Homescreen
The home screen was split into filterable sections – date range, location and event type – with results updating dynamically as filters changed.
Events loaded infinitely, with the ability to favourite individual events for quick access later. Favouriting an event also triggered optional notifications for ticket sales and low availability alerts.
Wireframes:
Filtering and search results
Users could narrow results by date range, events happening that day, the next day or at the weekend. Geolocation pulled in events within a set radius, and saved artist preferences were used to personalise the homepage feed automatically.
Wireframes:
Tracking and despatch
For orders already placed, a dedicated tracking area showed the current status of ticket despatch with a progress bar, alongside FAQs covering common delivery queries.
Wireframes:
Tour page
The tour page let users select their preferred date and venue for an event, with swipeable promotional images and videos. A Similar Artists section at the bottom encouraged further browsing and discovery.
Wireframes:
Event page
Users selected their ticket quantity and were shown supporting information – seating plan, venue location and directions – all in one place before adding to their basket.
Wireframes:
Checkout
Saved card details meant returning users could complete their purchase in a single tap. New users filled in their details once, with those saved for next time. The 5-minute timer kept the process focused and inventory clean.
The results
%
The numbers speak for themselves. Before the redesign, the average time from searching for an event to receiving a confirmation was 10 minutes.
After launching the new mobile site, that figure dropped to under 3 minutes – a 76% reduction in processing time.
Mobile site revamp
See Tickets, a major ticketing platform for events, concerts, and festivals, has undergone several updates to its mobile site and related apps, focusing on improving user experience, scalability, and functionality.
My role
At See Tickets, a major ticketing platform. I was the UX / UI designer of the project in redesigning their old site so it was fully dynamic and usable for mobile with a much better user experience to purchase tickets through.
The old version of the mobile site was literally their desktop site that rendered on a mobile.
Key challenges:
Making ticket purchases simple for mobile devices
Challenge
The previous ‘mobile’ site was just a webpage that had been reduced in size to fit on a mobile device.
This meant that users had to ‘pinch’ and zoom into detailed areas of the website as the touch target area of links were far too hard to tap with your fingers.
We wanted users to be able to easily place orders whilst on their communte, the current site did not work at all.
Solution
By giving the mobile site some serious UX love, it allowed me to consider all elements of every page.
Taking the whole journey into consideration, it allowed me to focus on simplifiying areas and linking different sections of the journey together, as well as removing any unessessary features.
Goal
Create a personalised experience using mobile phone geolocation
Users could view concerts around the world by using the search bar. I was tasked to personalise results based on the geolocation of a users mobile phone. This notified them and made them aware of any concerts going on within a set radius specified in the user’s profile settings.
By letting users create an account, I could streamline the user flow and reduce the click count to four clicks for the entire buying tickets and checkout process.
Improve UX of mobile site
The current mobile site had zero user experience. It literally loaded up the desktop site on your mobile when you landed on the page. This obviously had it’s own issues that needed solving, but in terms of improving the UX, I started making the ‘searchability’ of the site better and personalised for the user.
I worked on allowing the users to navigate and complete actions as simply as possible.
Research
I researched into user behaviour and current processing times. I timed it as soon as the user searched for events, and ended once the transaction completed. This gave me an average timescale for each sale made.
I studied Google Analytics to look for any pain points where users dropped off regularly in the user flow and worked on those areas specifically to improve the overall flow.
I produced wireframes for the mobile site, along with process flows to share with stakeholders and users within the customer service team to gather valuable feedback. This helped me collect crucial feedback at the development stages to help improve the user interface of the final design.
Wireframes:
Location screen
To start with, when a user enters the site, they are asked if the website could use their current location. This is to help keep events relevant to the user depending on where they are in the world.
You could also use the search bar to search for events within a specific city or area.
Wireframes:
Sign up and login
We gave users the ability to browse the website regardless of creating an account or not. However, when the time came to buy tickets, users would be required to Login or Sign Up.
Creating an account allowed users to ‘like’ and ‘follow’ events of their choice. Users could also save their details to speed up the checkout process when ordering tickets. As this is time-sensitive, the whole process a lot simpler and easier to complete.
Wireframes:
Homescreen
The home screen was designed into different sections to allow users to filter and easily search. You could search for a Date range, Location or Event type. Changing these filters updated the results on the homepage accordingly.
The home screen showed an infinite amount of events, with the ability to add individual events as your favourite. Adding a favourite event allowed users to navigate back quickly to that event at a later date.
When a user adds an event to their favourites, it gives the user the option to receive notifications announcing when tickets went on sale or if ticket allocation was running low. We didn’t want people missing out!
Wireframes:
Filtering and search results
To help users narrow down their search results, we added the ability to search a specific date range, events happening on that day, the following day, or coming up at the weekend.
As well as this, we used geo-location to bring in all the events happening within a set radius of the phone’s location.
Finally, if the user had a favourite genre of music or festival, then they could favourite multiple artists – these would be remembered and filtered for the user on the homepage.
Wireframes:
Tracking and despatch
Sometimes tickets took longer to arrive than expected; users could check the state of their order. We created a Tracking and Despatch area, where we added various FAQ’s and outcomes to help the user out.
A progress bar showed users the state tickets were at, and when the tickets will get delivered.
Wireframes:
Tour page
The tour page is where users select the date / location that they would like to see an event.
Certain events had promotional videos and pictures you could view by swiping through on the thumbnails. I also added a ‘Similar Artists’ area at the bottom of the page so the user could view other areas and events.
Wireframes:
Event page
The event page lets users select the number of tickets they require to add to their basket.
It also has additional information like the Seating Plan, Venue location and the directions.
Wireframes:
Checkout
The checkout area needed to be straightforward and easy to use as it was time-sensitive.
If the user hadn’t purchased tickets after 5minutes, the tickets then get released, and the user would have to go back to repurchase the tickets. This prevented robots bulk buying tickets, or people adding tickets to their basket and forgetting to purchase them.
Within the Profile area, if a user allocates their bank card, they would only have to click the ‘Buy Tickets’ button – this helped save a lot of time at the Checkout stage.
If the user doesn’t fill these text fields, then they need to do so before being able to complete the purchase.
The numbers
%
In comparison to the previous processing times, it took users on average 10minutes to search for an event, purchase the tickets, and receive their confirmation correspondence.
After streamlining the user journey, and working on the areas where the most amount of drop-offs occurred, we managed to reduce the average processing time by over 7minutes. A whopping 76% improvement in processing time.