Fanxchange (now Vivid Seats) wanted to develop and build fully interactive 3D maps for every venue in North America.
I worked closely with a team of devs and a PM to help begin implementing these venue maps in our ticket buying experience. We wanted to improve the usability as well as stand out in the market.
Old maps vs. our new maps. Major updates were made to the UI, we integrated our branding plus developed design system components for quicker builds. Each new map was made to be fully interactive and allow for a 3D stadium view. When fans select a row they’d like to sit in, they can see what their view will be at that stadium.
One of the most chanted complaints from fans was that their purchased seats were not what they expected. By adding 360 seat views, we could give more context making it feel like the fan is right there in the stadium during their purchase experience.
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Being able to mouse over and zoom in on sections, allows for quicker selection and decision making. Comparing prices on the fly became easier when we gave the user full control of their purchasing.
We worked closely with our Customer Service team to try and come up with a list of consistent complaints from our fans. We read, listened and reviewed hundreds of customer concerns about our old maps.
A lot of time was spent at this stage of the process ensuring the necessary row and section data was present in the maps. We did this for every map and we made each map was as close to the real stadium as it could be.
We tried out tons of different layouts and A/B tested 2 solutions we thought made sense based on how they did during in person testing sessions. All of the changes we tested were done in the front end.
Every stadium is different, this made it feel as though every map had a separate set of mini instructions and required individual attention. Rows, sections and VIP areas all needed to reflect what was true to life. This caused us to re-evaluate how we treated each map.
Small interactions that added more context were powerful. What if users could choose the sections or rows they were most keen to purchase? What if we showed them the cheapest option of all their selections? What if they could see where they were going to sit before they got there? It all mattered.
“Yeah let’s do it.” - You hopefully
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