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A self directed project to enhance the customer experience and differentiate Ticketek by creation of a new service offering

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PROJECT OVERVIEW

Ticketek, Australia's leading ticketing platform, faces significant challenges in maintaining its market leadership due to deteriorating customer experience and trust. Despite its dominant position in providing tickets for concerts, theatre productions, sports events, and festivals, the company struggles with several critical issues:

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  • Frequent technical failures during high-demand events

  • Lack of pricing transparency and hidden fees

  • Poor customer service response times

  • Perceived unfairness in ticket allocation

  • Limited accessibility features for users with disabilities

  • Website crashes during peak periods

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These issues have led to growing customer dissatisfaction and erosion of trust in the platform, creating an urgent need for systematic improvements to their service delivery.

As a service and experience designer, I undertook a project to enhance my skills and deliver impactful solutions using human centred design approaches on a company that I frequently use. Through thorough research, I identified key pain points for myself and other customers and envisioned a premium subscription service aimed at alleviating these challenges.

This initiative focused on improving customer satisfaction and creating a seamless experience.

My work involved translating insights into actionable strategies drive value and innovation.

I hope to one day present this work to Ticketek to showcase my skills and provide them with insights in to their customers experiences. 

MY ROLE

I conducted comprehensive research and employed various service design methodologies to reimagine Ticketek's customer experience.

 

Key activities included:

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  • Conducting user research to identify pain points and opportunities

  • Developing user personas to represent key customer segments

  • Creating customer journey maps and service blueprints

  • Designing wireframes for new digital touchpoints

  • Crafting a new brand identity aligned with customer needs

  • Implementing service design thinking principles throughout the process

  • Developing value propositions and channel strategies

UNDERSTANDING THE USER

Through extensive research and analysis, I developed a deep understanding of Ticketek's diverse user base and their specific needs. This understanding was crystallised through the creation of three key personas.

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User needs and expectations:​​​

  • Early access ticketing system

  • Community engagement platforms

  • Detailed accessibility information

  • Virtual event alternatives

  • Personalised event recommendations

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The research phase revealed that users weren't just seeking a ticketing platform – they wanted a comprehensive entertainment companion that could understand their preferences, respect their needs, and enhance their overall event experience. This insight drove the development of Ticketek Premium Plus as a service that goes beyond simple ticket transactions to create meaningful entertainment experiences for all users.

BREAKING DOWN THE PROCESS 

  • the 5 Why's?: Uncovered the root cause of an issue by repeatedly asking "Why" and moving beyond the symptoms of a problem.

  • Innovation Battlefield: A structured ideation exercise designed to simulate competition between opposing ideas to encourage critical thinking and identify the most effective solutions.

  • Opposite Thinking: Challenged conventional assumptions by considering the opposite of what is typically done or expected.

  • Lifecycle Map: Visualised the entire lifespan of a customer’s relationship with the current service.

  • Journey Map: Tracked the current customer experience from event discovery to attendance, highlighting critical pain points in the ticket purchasing process.

  • Expectation Map: Visualised the ideal customer journey, establishing clear goals for service improvement.

  • Hierarchy of Needs: Analysed user requirements from basic functionality through to higher-level satisfaction elements.

A NEW SERVICE FOR EXCEPTIONAL EXPERIENCES

In reimagining Ticketek's service offering, I focused on creating a transformative experience that addresses the critical pain points identified in the ticketing industry while fostering innovation and inclusivity.

 

The process of deriving the Premium Plus service involved utilising several strategic design and innovation techniques to ensure a customer-centric solution. Below, I outline the key methods used to develop and refine the new service.

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  • ​New Journey Map visualises the end-to-end customer experience with Ticketek Premium Plus, focusing on optimising each stage for satisfaction and engagement.

  • Business Model Canvas breaks down how Premium Plus creates, delivers, and captures value.

  • Reimagined Archetypes (The Explorer and Entertainer) archetypes guide the brand’s identity and align with customer aspirations.

  • Service Blueprints map out the entire service delivery process, showing the interactions between customers, employees, and supporting systems.

  • Wireframes provides proposed digital layout for new webpages.

  • New Service Offering Map lays out the key components and interactions of Premium Plus.

  • Value Proposition Canvas aligns customer needs with the service’s offerings.

TICKETEK PREMIUM PLUS


Ticketek Premium Plus is a subscription-based service designed to revolutionise the ticketing experience for entertainment enthusiasts. It offers a dynamic and personalised platform that combines early ticket access, virtual and live events, community engagement, and tailored recommendations. The service aligns with Ticketek’s archetypes of the Explorer and the Entertainer, fostering a sense of discovery and joy for customers.

 

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How Does Ticketek Premium Plus Change the Customer Experience?


Ticketek Premium Plus revolutionises customer interactions by addressing common industry pain points and creating added value:

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  • Early Access: Subscribers can secure tickets to high-demand events before the general public, reducing frustration and competition.

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  • Personalised Engagement: Advanced AI tools provide tailored recommendations based on individual preferences, past behaviours, and accessibility requirements.

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  • Community Building: Features like community hubs and discussion boards enable customers to connect with like-minded individuals, share experiences, and plan group activities.

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  • Virtual Concerts: Exclusive virtual event options offer immersive entertainment accessible to anyone, regardless of location or mobility challenges.

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  • Inclusivity: Accessibility enhancements, such as detailed venue information and virtual options, ensure everyone can enjoy the events.

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These features ensure a seamless, enjoyable, and customer-focused experience that transcends traditional ticketing.

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How Does Ticketek Premium Plus Differentiate Ticketek?

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  • Customer-Centric Innovation: Unlike competitors, Ticketek Premium Plus tackles key issues such as hidden fees, accessibility barriers, and limited personalisation.

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  • Inclusivity as a Priority: With detailed accessibility features and virtual event options, Premium Plus sets a new standard for inclusivity in entertainment.

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  • Community-Focused Approach: The addition of social engagement features like community hubs creates a sense of connection and shared enthusiasm among users.

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  • Digital Leadership: The integration of virtual concerts and personalised experiences positions Ticketek as a forward-thinking leader in the digital entertainment space.

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