Ticketek premium plus
How might we rebuild trust in ticketing experiences by creating more transparent, accessible, and customer-centred event journeys?
A self-initiated service design project exploring how Ticketek could improve trust, transparency, and the overall customer experience within high-demand ticket purchasing.
Ticketek is one of Australia’s largest live entertainment and ticketing platforms, handling major concerts, sporting events, festivals, and theatre productions across the country.
As an avid live music fan who attends events regularly, I chose this project based on my own firsthand frustrations navigating online ticket purchasing experiences. Repeated issues such as long queues, unclear pricing, high-pressure purchasing environments, and lack of transparency highlighted opportunities for meaningful service improvement.
The project focused on reimagining the end-to-end event journey beyond simply buying a ticket, uncovering opportunities to reduce customer frustration, improve accessibility, and create a more engaging and fair experience for users before, during, and after events.
Client / Self Directed for Ticketek
Date / 2024
My Skillset
Stakeholder Alignment
Research & Discovery
Insights & Synthesis
Strategy & Framing
Service Design
My
Method
This project followed the Double Diamond service design framework, moving through discovery, definition, development, and delivery phases to identify and solve customer experience challenges within the ticket purchasing journey.
Methods
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Customer journey mapping and lifecycle mapping
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Customer experience gap analysis
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Service blueprinting to identify operational and customer pain points
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Competitor and market analysis across ticketing and entertainment platforms
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Root cause analysis using frameworks such as 5 Whys
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Value Proposition Canvas and Business Model Canvas development
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Ideation workshops and speculative service design concepts
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UX and service design thinking focused on trust, transparency, and accessibility
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Concept wireframing and future-state experience design
Insights
Research and service analysis revealed that many frustrations within the ticket purchasing experience were not caused by a single usability issue, but by a broader breakdown in trust, transparency, and communication across the customer journey.
While users expected high demand during major events, they wanted clearer information, fairer systems, and greater reassurance throughout the process.
The project identified opportunities for Ticketek to improve both the functional experience and the emotional experience of purchasing tickets online.
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Customers perceived high-demand ticket purchasing as stressful, confusing, and unfair
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Hidden fees and unclear pricing negatively impacted trust and overall brand perception
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Queue systems lacked transparency, leaving users uncertain about wait times and ticket availability
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Accessibility and inclusive design opportunities were often overlooked in high-pressure purchasing moments
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Customers valued reassurance, communication, and transparency as much as speed during the purchase journey
Opportunities existed for Ticketek to evolve from a transactional platform into a more customer-focused event experience ecosystem.
Outcomes &
Deliverables
This project demonstrated how service design thinking could be used to reimagine the ticket purchasing experience beyond a purely transactional interaction.
By focusing on trust, transparency, accessibility, and emotional experience, the project identified opportunities for Ticketek to create a fairer, calmer, and more customer-focused event journey.
The outcome was a future-state service vision designed to reduce frustration, improve communication, and strengthen long-term customer trust and engagement.
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Identified key breakdowns in trust, transparency, and customer communication
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Reframed ticket purchasing as both a functional and emotional customer experience problem
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Developed future-state service concepts focused on fairness and reassurance
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Explored opportunities to improve accessibility and reduce high-pressure purchasing friction
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Delivered strategic UX and service design recommendations across the end-to-end journey
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Created service design artefacts including journey maps, service blueprints, and concept wireframes
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Demonstrated speculative and systems-thinking approaches to large-scale digital service experiences
