Thuy Nguyen · Portfolio

— ROLE

UI/UX Designer


— RESPONSIBILITY

Competitor Analysis

User Interview

Usability Testing

Interface Design


— TEAM

1 Designer, 1 Product Manager

SecuTix is a full scale cloud-based ticketing and CRM platform that allows organiser create, promote, sell and organise their events. SecuTix provides a sophisticated, easy to use ticket solution for the entertainment industry, especially designed for theatres, sports and museums. 


The project initial outcome is to conduct research and redesign a website for one of our client to streamline the check out process, to give the current website a more user friendly experience and modern look.

  1. Objectives 

SecuTix is a wide-known ticketing solution that operates in six verticals: live entertainments, festivals, museums, sports and tournaments, amusement parks and aggregated city. In sports and tournaments, one of the company mission is to continually improve the ticketing selling system to work well with different clients.


Since the product was initially built for clients with complex ticketing process, it has a very deep and inherent core ticketing functionality. Moving forward, SecuTix needs to make buying tickets more accessible, and enjoyable for its main audience. As part of the team, I had the opportunity to work with one of our clients to redesign their customer purchasing flow and to optimise the user experience, when used our existing technology as backbone of the project. 

  1. The process

We kicked start the project by holding meetings with relevant stakeholders to understand their needs and their business goals. This helps us in planning the course of actions for the whole project.

  1. 1. COMPETITOR ANALYSIS

I conducted a competitor analysis against other entertainment vendors and websites which sell tickets to live events. The competitor analysis helped me to understand where the business stands in the market, understand its strengths and weaknesses, and potentially identify problems and improvement area.


Findings from this competitor analysis revealed that SecuTix has a long and tedious process of purchasing tickets compared to its competitors, and several breakpoints which could potentially lead to abandoned booking.

Competitor analysis

  1. 2. USER RESEARCH

I also conducted several interviews with potential users to get insights on their purchase behaviour and to have them reviewed the existing user flow. By listening to real-life feedback provided by other customers, I was able to point out several pain points and improvements that could be made of the current checkout process. The findings can help us to set out in the right direction to make sure the redesign will simplify the purchase process, and thus boost sales conversions through a simple and easy system of calls to action.


We were able to find out some key details about the current design:

  1. -  Users were overwhelmed by the amount of data they have to input in order to sign up and buy tickets, and complained about the long and tedious form

- Many users were not sure which stage they were on, and confused about how many steps it would take to complete the purchase

- Users were conscious about making the right purchase before they commit to pay (as they continue to check and double check the ticket details)


  1. 3. PROBLEM STATEMENT

Synthesising research findings helped us to come up with problem statement to guide future design direction:

"I want to purchase tickets but the process lacks clarity and guidance for me to easily carry my task"

Once the team agreed upon the problem and mission, we set out to re-define the purchase path from search to post-purchase, putting the user at the centre of action, while still ensuring the business requirement : “Simplifying and enhancing user experience to the path of purchase tickets”.

  1. 4. IDEATE – PROTOTYPE
  1. After discuss and brainstorm with the team on possible solutions to improve the check-out flow, I created low-fidelity prototypes based on the selected idea. We then test and validate with potential users and get feedback from them. With a low-fi prototype, we want to make sure the flow makes sense before we make into a more refined version of the idea.


  1. 5. HIGH FIDELITY MOCKUPS

Using the results from our usability testing, I iterated on a high-fidelity mockup, keeping the pain points users experienced, brand guidelines, and the user behaviours at the forefront.


Also during a meeting with clients earlier in the course of project, we asked them to give us a list of adjectives they consider as the most important when we iterate the ticketing system. Grouping and affinity mapping from these, we settled on two main points:


  1. 1. The new design has to associate with the brand
  2. 2. Minimal design which is clean and easy to follow



  1. Project Learnings

Overall, the client were pleased with our design. The design challenge gave me a great opportunity to learn and push myself in the short duration. However, there are several improvements that I’d like to address given we have more time to conduct research and concept development:


  1. 1. Interview with real users of the product to have more accurate and insightful feedback

  3. 2. Conduct several usability testing of the new concept to test its function, user experience in order to optimise the final design

  5. 3. Continuously monitor the site performance after implementation to gauge the success of the project.