Researching our competitors was something we did quite regularly, but for this project, we wanted to fully understand the advantages and disadvantages of several different approaches. I developed a user test that had 10 participants go through several general activities across TicketMaster, StubHub, SeatGeek, and our website. This feedback helped to ground some of the larger information architecture changes we ultimately made to the page.
User research was of paramount importance as I had to separately test both mobile and desktop platforms to determine the customer delights and pain points. Additionally, with such a complicated page, keeping the customers focused on the areas we were changing proved an additional challenge. I began by creating a broad usability test of the page to gather data on likes and dislikes of the interface. In usertesting.com, I created a 20 question script that reached 10 qualified customers. With this information, we mapped out a matrix of mobile vs. desktop customer pain points. This gave important insights into what we knew had to stay as compared to what we had the opportunity to improve.