Building The Future of the Football
A solution to improve user experience for purchasing tickets anytime, anywhere in the world.
Thinking about this new normal where everything is in the palm of our hand and we need to be constantly connected, it is where Football Clubs see the opportunity to be closer to their fans.
In the area of Sport it could not be different. We have a great demand for ticket sales and that is why we need to expand the club to online sales and e-commerce.
Challenge: Develop a ticket and purchase sales channel for fans in a worldwide with easy way.
1. Problem Analyzing
Currently, order to purchase a ticket, the fans need to go personally to the Stadium, Physical Store or Website. However, these first two ways are limited by the pandemic time, and in the third the process is slow and therefore less sought after by the fans.
I tried to make a purchase on the site:
The problem here was the interaction of the fan with the club, which did not have important information, such as football games, schedules, tickets and new products and Private.
The design solution was a page to buy tickets more easily and another solution is e-commerce for new products and disclosures, Marketing. Today e-commerce is the club’s second biggest gain.
Ways to understand the User
The research used ways and methodologies to understand the user was Quantitative, the most comprehensive results were obtained with dynamic questions by Google Form.
Due to the nature of the questionnaire, with closed questions, in general the results have the ability to confirm hypotheses and measure user behavior (by https://brasil.uxdesign.cc/pesquisa-quantitativa-ou-qualitativa-qual-eu- must-do-e0c98757bd4)
After understanding the scenario of the Football Club, I asked some questions to validate the possible difficulties and what users expect from a website to be able to buy tickets. Here are some answers:
Persona
Personas are an important tool of Interaction Design and allow the understanding of how people behave, what their frustrations are, their desires and how they use the products and services studied.
We will create a persona from appropriate research and can have from the analysis of the results, which will bring together the main combines that a user needs to buy a Ticket
I would like not to worry about login in and wasting a lot of time just making a purchase. The Ticket and the best accent is the most important in this circumstance.
User Journey
We will now understand how the process is experienced by the user to be able to solve the problem situation, which in this case is to be able to buy their Tickets.
Studying the flow of actions before and after the situation helps us to have a general picture of the steps that the user performs, what he thinks and how he feels.
Knowing this flow, we have a prior idea of what may or may not work in design solutions and obtain a higher success rate for the project.
Benchmark Strategy
Benchmarking is a strategic analysis of the best practices used by companies in the same sector as ours, to better understand how the market behaves in relation to this problem. I tested the purchase of Tickets on the websites of some competing Clubs.
Some Sites already have sales without restrictions or they do not need to do Login.
Interesting points
The possibility of starting the registration with Facebook login information facilitates the user’s cognitive effort in not having to create another password for another online service.
2. Developing a solution
After analyzing the context and their behavior, we can understand that a change in the way of shopping is very necessary. To improve this, the proposal is to create an online shopping area, within the website or application, quickly and easily so that the process via cell phone is also accessible.
Starting from the idea of the mobile-first, I designed the screens with your organization initially thought for access via smartphone.
But why “Mobile-First”?
The instinctive thinking when thinking about creating a web based tool is to create its interface in a dimension for desktops, isn’t it?
Yes, but this is a big headache when someone tries to access this tool through a cell phone, compressing all the information.
So, better way for UX, Design or Programmers and assemble the screen from the smallest to expand to the largest, this makes Design much easier and more beautiful!
Here is a little more about it: Mobile-First Responsive Design
Thinking and creating new Ideas
Before going out to draw a small screen, button, colors, let’s organize ideas and unite with possibilities. Time to unleash your imagination!
Our wireframe was made by the tool Figma and Sketch, tools exclusively for UX / UI Design, it is important to have a sense of the user flow, things like where you would like to have text fields or buttons.
Studying the current interface of the company’s website and understanding the colors, buttons and fonts behave, I developed the following interface:
3. Flow focused on user satisfaction:
The biggest problem encountered is the form of purchase. Fluxo was developed in order to improve the shopping experience not only by making it practical but also by providing a quick way to make all types of purchases on the website.
4. Validation of the Solution
This is the time to put the user to test and observe the user’s behavior, if he is finding the information easy, if he is having difficulties, if the button is better at point A or point B. The tests were performed with the Maze.co tool.
Here is how you start to find errors, such as when the user had difficulties or did not adapt with the new menus. Some flaws in prototyping, in the attempt to communicate were corrected like Menu and extra information. Remembering that UX is a cyclical process of improvement and that there will always be updates.
5. Final Considerations
As mentioned, the solution designed to serve the mobile web can also be included in the Club application that is currently under development, it is also carried out on this to understand its operation and market positioning.
The problem here was the fan’s interaction with the club and lack of important information, such as football games, schedules, tickets and new products.
The design solution was a page to buy a ticket easily, as it was the most imminent difficulty.
Another solution is e-commerce for new products and disclosures, Marketing which today is the club’s second biggest gain.
6. Anyway
Glad you got here!
This work was a great challenge, and the challenge given is a challenge accomplished!
And I can contribute to the UX Universe!
Thanks for reading :)