Alex Pompliano

Abandoned Cart Modal

THE ASK

A user adds tickets to their cart but never completes the order. Next time that user is in the app, we will trigger a modal to encourage them to finish their purchase.

THE APPROACH

We don’t exactly know why the user abandoned their cart. We don’t even know if these tickets are the one the user is interested in. So we cannot make any assumptions in the messaging. Based on data, it’s likely that the user abandoned their cart because they:

1. Didn’t want to create a Ticketmaster account, or

2. Didn’t like the total cost — possibly due to unexpected service fees

This modal will briefly interrupt the user’s experience, so we need to be mindful of that while we seize this moment to encourage them to complete their purchase.

WHY IT WORKS

We lead with “Make Them Yours”, a concise colloquialism that appeals to the fact that these tickets are within the user’s grasp.

The body copy (“Those tickets you’ve been eyeing?”) first nods to the fact that we’ve noticed their browsing habits, without explicitly saying so. The body continues to highlight the scarcity of these tickets and appeals to the user’s fear of missing out on this event (“They won’t last forever, so don’t miss out”).

The call-to-action button is soft but clear (“See Tickets”), as to nudge them into the checkout flow.

Ticket Scan Tooltip

THE ASK

A little context: To eliminate fraud and counterfeiting, Ticketmaster created SafeTix — mobile tickets that feature encrypted, ever-changing barcodes that are scanned at the event gate.

That said, these tickets can’t be scanned if the ticket-holder’s phone is too dim. This is a problem; the ticket-scanner at the gate may not be aware this, which may cause the ticket-holder to believe that there’s something wrong with their ticket. Either way, it’s going to cause a delay at the gate.

THE APPROACH

Based on research, we know that most users will not view their mobile tickets until they are actually at the event. So when a user views their tickets, it will trigger a brief modal to let them know that their phone’s brightness needs to be turned up. If the user is in-line waiting to enter the event, this will allow them enough time to turn up their phone’s brightness before the venue employee is ready to scan their tickets.

WHY IT WORKS

Time is of the essence here. We don’t have time to explain that the barcode can’t be scanned if the phone is too dim. Instead, we’ll appeal to the user’s excitement for entering the event. So we’ll concisely (and rhetorically) ask “Want faster entry?” followed by the action they need to take. If there’s any confusion about what “phone’s brightness” means, a brightness icon on the left offers a visual cue.

Order Confirmation

THE ASK

User feedback showed that the existing order confirmation message wasn’t quite resonating . After successfully placing their order, users would see this copy:

The Tickets Are Yours!

Get Ready for Goosebumps.

Here’s what was wrong with the existing copy:

• “The Tickets Are Yours” comes off as stilted

• “Tickets” is plural; the user may have purchased a single ticket

• “Get Ready for Goosebumps” triggered a strong negative reaction

• “Goosebumps” might be hyperbolic for some Arts & Theater events

THE APPROACH

The message should accomplish two things: let fans know that they’ve successfully purchased tickets and get them hyped for their event. It should be instantly gratifying; after waiting for the onsale date, then waiting in the queue to select tickets, then finally checking out — this message is the climax of the ticket-buying journey.

Also, I was mindful that users would screenshot this message and share on social media. However, this message wouldn’t only cover popular concerts and sports but also arts & theater and family events, so it’d have to cover those cases.

WHY IT WORKS

The new message is colloquial, it also appeals to the fan’s emotions, giving encouraging them to be excited about their upcoming event. Plus, it looks great on Instagram and Twitter.

Missing Profile Fields

Before (left) and after (right)

THE ASK

In the past, Ticketmaster let users sign up for an account with only an email address and first name. Due to security reasons, that was changed. So whenever we encounter a user who has an incomplete profile, we want to encourage them to provide the missing fields.

On the left, you’ll see the existing copy for this screen. During one of my regular content audits, I encountered this screen thought the copy was too wordy and stilted. So, I wanted to refresh the copy.

THE APPROACH

Since the user will be redirected to this page after signing in, we need to be mindful of the fact that we’re interrupting their experience. So I wanted to be as concise as possible and give them the benefits right up front.

WHY IT WORKS

You’ll notice that the updated copy (on the right) is more concise and cuts straight to the benefit (“Help us protect…”, “Stay up-to-date…”) which is crucial, considering we are interrupting the user’s experience with this ask.

App Store Cards

THE ASK

In 2020, the Ticketmaster app had evolved to the point where our Apple App Store Screenshots were not representative of the in-app experience. So a refresh was in order.

First, we needed to identify four benefits that would resonate most with audiences. Then I worked closely with a designer to explore some final card designs.

THE APPROACH

Previously, our App Store Screenshots highlighted these benefits:

• Ticketmaster is the world's largest ticket marketplace

• The high volume of events we sell tickets for annually

• Ticketmaster is the official partner for NBA, NFL, MLB, etc. sporting events

However, I felt that these benefits showed why people should use Ticketmaster — not the app, specifically. Additionally, I felt if a user was viewing the Ticketmaster App Store page, we needed to highlight the benefits of using the app over the web browser experience. With that in mind, we honed in on four app-specific features that worked best in this format.