MyProVenue (MPV) is Tickets.com's white label ticketing solution, allowing venues to reach a wide market of buyers using their own branding and custom venue maps, with a simple responsive layout. Designed to replace Tickets.com's older ProVenue Online (PVO) application, the MyProVenue team has strategically added PVO features into MPV, improving its support for venue needs. Renewals are a key PVO concept which allow users to easily renew annual ticket passes or packages as they wish. It's a crucial feature for season ticket holders or users who buy annual packages. With the upcoming planned deprecation of the PVO platform it was essential to bring the functionality to MPV.
Working as the user experience designer on the project, I was tasked with modernizing and improving usability of the flow. Research, requirements, and heuristic review assistance was provided by the business analyst who was also assigned to the project.
A number of constraints and circumstances made this an interesting process.
Since Renewals were intended to be a full replacement of older functionality from the ProVenue Online system, it was a requirement that we retain all the same features. After analyzing the feature set, I developed rough prototypes featuring a 1:1 feature implementation in MPV’s visual language in a mobile form factor. With these rough drafts complete, I worked with the business analyst to perfom heuristic evaluations, and used video conferencing to perform usability testing with stakeholders. I also found success putting prototypes in front of Tickets.com employees outside of the product design team in video conferences. It's not an ideal source, but given the circumstances, it helped hone our rough designs and improve the overall flow.
The original ProVenue Online flow was overly verbose and cluttered, featuring multiple complex and niche functions on each individual page. Realizing this flow needed a new information architure, I wrote out index cards for each function and laid out a new structure, grouping similar ideas. I moved complex, edge case interactions off the main flow and offered them in modals or confirmation screens, allowing me to better focus on the important core functionality. Second, I made the modern presentation more cogent and coherent, including detailed help text, better labels and prompts, and a flowing visual design to guide the user from beginning to end. Third, based on user and stakeholder feedback I focused the flow in on informed “default” choices when applicable, providing the simplest path to renewals for the majority of users.
While the Renewals concept is more complex than other existing areas of MyProVenue, it still needed to match the overall visual language of the rest of the application. This meant obeying the same rules MPV already used while crafting new elements. For example, primary and secondary colors needed to obey the same semantic rules in the renewals flow as they did in the ticket sales flow. Achieving this required rigorous application and interpretation of the existing style guide as the designs began to finalize. Additionally, whenever possible we deferred to existing MPV UX conventions, limiting developer workload and strengthening the application’s language throughout.
Matching MyProVenue visually had the added bonus of allowing us to feature renewal offers elsewhere in the application like on the My Tickets home page, the effective home page for MPV users. This allows us to further underscore the messaging that venues already send to their users about renewals, reminding users they have deals they can take action on.
Having overcome many of our early hurdles and world events, we succesfully completed a full requirements document, prototype, and high fidelity mockups for bringing Renewals to MyProVenue. Stakeholder confidence was high that we had a good solution to begin the development process with. Unfortunately the majority of the product design team including myself were temporarily furloughed within a week of the project's completion. Going forward, I would like to exam the difference in user engagement between ProVenue Online and MyProVenue, particularly through renewal offers featured on the My Tickets home page.