User flow improvements.
The previous user flow has two main touch-points that from analytics and feedback were shown to be in need of improvement.
- The marketing strategy had been to segment the audience into 4 categories. Which is sound for marketing. However, the work of segmentation was placed on the user and required before they could progress to the ticketing portal. We removed this barrier.
- The QTIX ticketing portal first took users to a season page. This was intended to capture more ticket sales by upselling a season ticket. However the user at this point hadn’t committed to a purchase at all, so it wasn’t time for up-selling. I met and consulted with QTIX and OperaQ to develop a better user flow. We moved the up-sells to the cart page. And made a new path for those seeking season tickets.
Home page >
The home page was used as a landing page for campaigns. The hero above the fold matched the current campaign.
Program page >
The next step in the user journey is the program of choice. The user is given information about the Opera and invited to buy tickets.
Ticketing portal >
Clicking “Buy Tickets” takes the user to the ticketing portal and shows information about ticketing.
Picker (date & seat)
The breadcrumb path takes the user through the process of picking a date and seat. Then they’re off to the purchase screen.