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TicketsNashville User Experience

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Founded in 2002, TicketsNashville started as a marketing venue to partner with Agile Ticketing Solutions software offering. It was designed to help local venues sell tickets, market their events, and be a internet entry point for people looking for local events. However, after the first push Ticketsnashville was passed over for updates because of low ROI. As the interface became dated clients too abandoned it for more “modern” looking website to sell their tickets regardless of the quality of Agile’s ticketing software and competitive price.

April 2018 enter me. Agile Ticketing Solutions hired me to be their creative specialist. My role was multifaceted: produce all visual resources for Agile Ticketing Solutions & TicketsNashville, manage both company websites (which both needed an update) and brand, Apply UI/UX concepts to the Ticketing Software, market the software, and help deliver sales leads to the sales team through social media marketing, SEO, and other creative methods.

To begin, TicketsNashville has been several major issues.

  1. The website/brand was so outdated, it repulsed any potential clients from getting on the ticketing platform and contributed to us loosing clients.

  2. The on-boarding process of the software was challenging, and we were losing clients to platforms like eventbrite and eventive.

  3. There were no SOP for marketing efforts for the Tickets Nashville clients. Zero.

Part 1. Research and insights

If want want to read about the brand redesign you can view my project titled “TicketsNashville Identity Systems”. I want to use this project to focus on the User Experience side of this. I started researching and gathering insights into the current website. I used HotJar and Full Story to get heatmapping and screen recordings. Then from those insights I was able to pinpoint how people were navigating the site. Some of my best insights were:

1.        People tended to search by organizer more than event

2.       People would leave immediately if on a mobile device

3.       Users used all filtering and search almost as much as venue menu.

With these insights I began creating a user journey map and began drawing up user archetypes: Ticket Buyers, Venues needing to sell tickets, and people that could use our site to market their events or services. My challenge was to create a site that all three would feel at home using.

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The venues/organization want to be easily seen by ticket buyers. For many of our organizations our website is the only web portal they have access to. Having a page to represent their business is a huge asset.

Events forward. Two types of ticket buyers include: Someone who knows that event they wish to attend and are looking to purchase tickets. Or someone who does not know what event they wish to attend and they wish to discover an event.

Equal representation for their events, a huge social media footprint, and many web outlets.

Part 2: Mockup

Needless to say we had a lot of ground to cover. I knew I could tackle problem #2 right out of the gate. Mobile Design First. It’s not a new concept but my biggest challenge was creating something that had the functionality of our previous site (organizers and ticket buyers were used to things being a certain way). Therefore I created an app that elevated search (for those who wanted to find a specific event and were not looking for discovery) then elevated our filtering. If someone was looking for something specific they could locate it right away.

After those two key pieces, our next goal was to push clients towards discovery. Helping them see the value an in our app that brought so much information right to them.


Here are two versions of the homepage, I wanted to play with the bounds of color and spacing and created a bright, playful UI.

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