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How to protect fans from
the illegal ticket market?
Overview
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Functions: UX Researcher, UX Designer, UI Designer.
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Deadline: 1 month.
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Average duration: 250 hours.
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CONTEXT
The big international shows that are highly anticipated by Brazilians usually take place in South and Southeast regions of the country, in cities such as Rio de Janeiro and São Paulo.
See some examples:
U2 with 4 shows in São Paulo (2017).
Coldplay with 11 shows in São Paulo, Rio de Janeiro and Curitiba (2023).
Taylor Swift with 6 shows in São Paulo and Rio de Janeiro (2023).
PROBLEMS
Brazil is the 7th most populous country in the world¹ and the 5th country with the largest territorial extension². Therefore, people who live in regions further away from the Southeast/South encounter geographic barriers to access international shows.
Therefore, this public is doomed to save a good amount to pay: tickets (online), flights, accommodation and other expenses.
In addition to paying a significant amount of money to see their favorite artist, fans also have to go through a lot of stress when purchasing their tickets³: the dispute with illegal ticket market.
In 2023 problems were reported on ticket purchasing platforms⁴. And there is evidence that these “problems” are linked to the installation of robots⁵ that carried out large amount purchases for resale in illegal market.
Ticket prices in illegal market can be as high as 2.200% more expensive than the original value⁶.
Because of this situation there is a great insecurity and nervousness during the purchasing process.
Some people even buy tickets for sectors that do not want for fear of tickets running out.
While other people, frustrated by not being able to get a ticket, look for solutions in the illegal market and end up being deceived and losing their money⁷.
People who have tickets to spare - either because they got a better sector or because they realize they won't be able to attend the show - also face difficulties in sell these tickets securely⁸.
What do people say about this situation?
“People who had gone through the online purchasing process and traveled to an international show” were the population chosen to carry out qualitative research. The group aged 29 to 64, answered a questionnaire where the following patterns were identified:
Pains:
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(fear for be) Unable to buy tickets on time (due to high demand, website crashes and illegal resale).
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(insecurity for) Not having detailed information about the show's location.
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Not receiving the appropriate support.
Motivation:
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See the artist live.
A journey of suffering
Journey map of people who live far from the show location
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The journey map of people who live far away and who were able or unable to buy a ticket presented a common conflict zone:
From the announcement of the show's places until the day of purchase, the user tends to be with a lower or unstable emotional state due to insecurity about the factors already mentioned above. This feeling can extend to after-sales if that user is unable to purchase the ticket.
Benchmarking and Blueprinting - Although the 4 competitors analyzed presented some robust features and had strengths and weaknesses, they were still not enough to solve the pain points found in this project.
INNOVATION
THE SEARCH FOR
With the knowledge formed in the research, it was possible to define the 4 objectives to be achieved in this project and their respective solutions. Look:
OBJECTIVE 01
Combat illegal market of tickets and assist the fan in replenishment period to ensure that they get their ticket safely, quickly and legally.
SOLUTION
Allow the transfer and sale of tickets via same purchase price within the App. The ticket can be transferred or sold only for registered users on the platform. Controlling the number of tickets per person is done through a personal document, which prevents a person from purchasing a large quantity.
Instead of the fan having to search for tickets illegally, insecurely and paying dearly for them, the platform will send notifications about ticket replenishment.
OBJECTIVE 02
Show more information about the show's location so that fans feel safe buying tickets and making their trip.
SOLUTION
On the event location information screen will be presented all possible transport options for that region, including flights. This session also has the option of GPS-guided navigation (by voice or visual command).
In addition to transport, the user must have access to all information about timetables.
Fans should also be able to experience each sector of the show through Augmented reality (AR) navigation.
OBJECTIVE 03
Offer a more humanized, practical and effective support throughout the purchase process (from pre- to post-sales).
SOLUTION
A Smart Support (Chatbot), equipped with machine learning, where the user can also take important actions such as: viewing the purchased ticket.
OBJECTIVE 04
Give an unique and enjoyable digital experience so that the fan remains motivated and engaged with the artist regardless of the outcome of the purchase.
SOLUTION
A session called “Cheer” where the users can learn choreography to do with their cell phones at show time.
When practicing the choreographies, the user will be able to enter the world ranking, and so win promotional items of the tour, and even compete for tickets.
In this game it will also be possible to receive and send “motivation” through a simple “likes” system.
Fans will also be able to follow all the tour news in real time within the news session.
TEST
USABILITY
After an ideation process using techniques such as “Crazy Eights”, “User Story”, “How Might We”, “Wireframing”, etc., the first prototype was ready. A group of 6 people who were part of the population studied participated in the moderated test remotely.
5 usability problems were found in this test:
1 - Two different sessions with the same function.
Problem: Redundancy in the user flow.
2 - Confusing Chatbot subject hierarchy.
Problem: Poorly structured information architecture.
3 - Important unnoticed features.
Problem: UI elements not having the correct hierarchical weight.
4 - Impossibility of changing the card at the time of purchase.
Problem: Lack of control and freedom of navigation.
5 - Placeholder disappears when selecting it.
Problem: Lack of visibility of system status.
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CONCLUSION
UI DESIGN
Extensive research was carried out on the artist defined for this project in order to complete the visual part of the prototype.
In addition to this research, the Visual Design included other tasks, such as: Branding, Image Vectorization, Motion Design, Image Composition, Dark Mode Studies and Search for UI Design references.
Extensive research was carried out on the artist defined for this project in order to complete the visual part of the prototype.
In addition to this research, the Visual Design included other tasks, such as: Branding, Image Vectorization, Motion Design, Image Composition, Dark Mode Studies and Search for UI Design references.
FINAL PROTOTYPE
METRICS
Taking into account the 4 main objectives of this project, the metrics should measure:
The rate of success/satisfaction in the pre-sales, sales and after-sales process.
The engagement and retention of the user during the tour period.
The level of satisfaction in relation to Smart Support (Chatbot) responses.
And perhaps the most important: evaluating the impact of the product on the illegal ticket market.
LEARNING
The phrase “I am not my user” gained more strength in this case, since, even though I had gone through similar processes that the people interviewed went through, their context and experience were completely different.
I left this project valuing the UX Research process much more.
REFERENCES
1 - https://noticias.uol.com.br/cotidiano/ultimas-noticias/2023/06/28/brasil-populacao-censo-2022-ibge-mundo.htm#:~:text=Ainda%20assim%2C%20o%20Brasil%20segue,%C3%8Dndia%3A%201%2C412%20bilh%C3%A3o
2 - https://cursinhoparamedicina.com.br/blog/geografia/saiba-quais-sao-os-5-maiores-paises-do-mundo-em-extensao-territorial/
3 - https://capricho.abril.com.br/comportamento/swifities-desabafam-sobre-como-a-luta-por-um-ingresso-afeta-o-emocional/
4 - https://extra.globo.com/economia-e-financas/shows-do-rbd-no-brasil-sistemas-de-banco-site-de-eventos-sofrem-instabilidades-em-meio-pre-venda-de-ingressos-25649136.html
5 - https://www.infomoney.com.br/negocios/ticketmaster-e-questionada-pelo-senado-americano-apos-fiasco-em-venda-de-ingressos-de-show-da-taylor-swift-entenda/
https://gizmodo.uol.com.br/fas-denunciam-uso-de-robos-cambistas-em-venda-de-ingressos-do-rbd/
https://revistaforum.com.br/cultura/2023/6/12/fraude-em-compra-de-ingressos-para-show-de-taylor-swift-vai-parar-no-ministerio-publico-137520.html
6 - https://g1.globo.com/sp/sao-paulo/noticia/2023/06/13/ingressos-para-show-extra-de-taylor-swift-em-sp-que-so-serao-vendidos-oficialmente-dia-19-ja-custam-mais-de-r-12-mil-na-internet.ghtml
7 - https://cultura.uol.com.br/entretenimento/noticias/2023/06/21/7056_site-falso-vendia-ingressos-para-show-da-taylor-swift-fas-relatam-golpe.html
8 - https://noticias.r7.com/minas-gerais/123milhas-sem-passagens-e-sem-dinheiro-fas-de-taylor-swift-e-rbd-abrem-mao-de-shows-historicos-25092023
OTHER
https://g1.globo.com/sp/sao-paulo/noticia/2023/01/30/procon-sp-notifica-empresa-por-problemas-na-venda-de-ingressos-para-shows-da-banda-rbd.ghtml
https://recordtv.r7.com/balanco-geral-manha/videos/cambista-diz-que-empresa-de-ingressos-para-shows-possui-esquema-com-vendedores-ilegais-01022023
https://www.cnnbrasil.com.br/entretenimento/taylor-swift-fas-dizem-que-cambistas-compraram-todos-os-tickets-e-deputada-pede-investigacao/
https://cultura.uol.com.br/entretenimento/noticias/2023/01/28/5834_fas-expoem-nas-redes-sociais-sistema-de-cambistas-em-venda-de-ingressos-do-rbd-em-sao-paulo.html
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