Stockholm Live

This was a 14-week school project from the Stockholm Institute of Technology, we in the class were divided into groups and were assigned an assignment by a company. My 4 classmates and I did the project with the help and guidance of teachers and the company. I worked with user research, interviews, idea generation, prototyping, and testing in the project.

This project has been conducted in Swedish and therefore there may be Swedish texts on the prototypes, etc.

Problem

Stockholm Live currently has an app mainly used for ticket management, but it has certain limitations and shortcomings that affect the user experience. Stockholm Live, therefore, wanted to understand more about its target group and find relevant improvements. Above all, they wanted help with the app's onboarding process.

The assignment: Help Stockholm Live create an onboarding process that improves the user experience.

Solution

The purpose of the assignment was to help users understand how to access their tickets in a smooth, simple, and painless way.

  • Tools

    • Miro

    • Figma

    • Canva

  • Team

    • 5 UX designer

    • 1 project manager

  • Timeline

    • Overall: 14 weeks

    • Discovery & Research: 4 weeks

    • Design & testing: 8 weeks

Interviews

During the ideation phase of the project, I conducted user interviews to build new personas and to inform the design. The team chose to conduct interviews and controlled observations. The interviews were used to understand the users' profiles and to create an understanding of the users' situation and behavior when purchasing tickets. The observations were used to gain a deeper understanding of the onboarding experience in the Stockholm Live app.

  • We interviewed people who don't go to events very often

  • The team interviewed 10 users

  • Too much information in the onboarding, they don't understand the double login and they don't understand where the ticket ends up.

Personas

Stockholm Live did not have a specific target group in mind but wanted as broad a target group as possible. They believed that all people can go to events. However, in order for me to come up with good ideas and create a better onboarding, I felt that we needed to narrow down the target audience. Since the onboarding process is for first-time users of the app, we chose to target people who have not used the app before and who do not go to events often.

User Journey

After conducting the interviews, I compiled the responses from our test subjects into a customer journey map.
Using this map, we were able to identify the following insights.

  • We observed a group of users who exhibited a quick behavior type, who wanted to save time and became frustrated when they couldn't access their tickets quickly enough.

  • There was also a precise behavior type, who preferred to take their time and read through all the information to reduce the risk of making mistakes.

  • Finally, I also noticed a curious behavior type, who were exploratory in their use of the app and desired more value from the app in relation to the amount of information they needed to digest.

Card sorting

We brainstormed ideas based on our behavior types: The Quick, The Curious, and The Precise, as well as the desired effects: Smooth, Simple, and Painless. We also utilized the six thinking hats method to view ideas from different perspectives. Afterward, we combined several of the proposals, resulting in four main ideas:

  • AXS vs Stockholm

  • Personal choice of ticket system

  • Simplify the current process

  • AXS-login

Guerilla Test

Together with Stockholm Live, we prioritized our ideas. Stockholm Live believed that the idea of allowing users to choose their own ticketing system was the most interesting to pursue, as they had seen this solution used by a competitor. We also believed that this idea would contribute the most to the goal.
Initially, we conducted a guerrilla test - where two views of our modified purchase process in AXS were shown. After that, the users were presented with the login page in the app and asked to choose which login option they would prefer, AXS or Other.

We decided to ask the question "Where did you buy your tickets?" to encourage users to think back and remember which ticketing system they used.

Current design

New design for the test

Results

The result was overwhelmingly positive.
All 8 test participants clicked on AXS during the guerrilla test.

Usability Testing

  • By creating a clickable prototype and conducting a user test on it, we were able to understand how users would access their tickets in the new design solution and how they experienced the process.

    • The process of finding the tickets was perceived as smooth and easy.
      11 out of 11 users considered this to be the case.

    • An improvement resulting in less frustration.
      4 out of 4 users experienced this.

    • The users perceived a greater difference between AXS and Stockholm Live.
      9 out of 11 have this feeling.

    • The users understood that they needed to download the Stockholm Live app.
      9 out of 11 users understood that.

Prioritized action suggestions based on the results

Since a few users did not understand where they had purchased their tickets from and did not choose AXS as the login option, we developed suggestions for actions. We considered this to be of the highest priority to address, as it is crucial for users to easily and smoothly access their tickets.

  1. To clarify, add information in the order confirmation that the tickets were purchased through AXS.

  2. To clarify, add information in the order confirmation that the tickets were purchased through AXS.

  3. Make the login button for AXS in the app blue and added the AXS logo.

The next step is to prioritize the first and second points and conduct further interaction tests to move the work forward. The third point is currently not feasible but could contribute to even more clarity on the difference between AXS and Stockholm Live.

Thanks for scrolling!