Redesigning Pick-A-Seat

Accomplishments

The solution: a new commingled map and list “pick-a-seat” experience that improved ticket purchasing. Leveraged user testing to select the most effective design from three options.

Why?

Our product owner, Zeeshan, requested improvements to the purchase flow to include VIP packages and implement a fixed seat map with minimal zooming and scrolling.

What is PAS?

PAS, or Pick A Seat, is our ticket-purchasing experience designed for customers attending live events.

The Team

Secured buy-in from Product Owners and Stakeholders by demonstrating the value of user research and usability testing.

Current Flows

The next pages show effective and problematic “Pick a Seat” flows on the AXS website, including areas I was asked to improve.

Design Process

Research

I created personas based on data from stakeholder interviews, my research, and our current personas of concertgoers. As someone who used to be a big K-pop fan and had to compete with ticket scalpers for tickets, I added the personas of a hardcore fan and the ticket scalper. The biggest difference between persona types was how much they were willing to spend on features.

Building Empathy through Persona Creation

Competitive Analysis

Sitemap Changes

Project Next Steps

Impact

Streamlined design process with a new intake form, reducing kick-off meeting time by 30% and saving 2 hours per project.

User interviews, competitive analysis, and an updated sitemap informed a unified map/list redesign, integrating all offers with filters like price, popularity, and accessibility. I tested three design variations in UsabilityHub to determine the most intuitive solution.

3 Design Layouts

I conducted unmoderated first-click usability testing using UsabilityHub, where participants interacted with an interface to complete specific tasks and identify optimal navigation paths. The top filter combined with the map/list view performed best, with users actively engaging across multiple elements—including the top filter, list, map, and legend—to navigate and complete tasks.

Heatmap User Testing

Visual Design Before and After

Protoypes

  • After this was handed off to development.

  • I was put on another project so I didn't get a chance to obtain metrics.

  • I would have wanted to use the product amplitude to test engagement.

  • Determine if call volume decreased after design changes.