Puts your discovered music live on stage
Spotify's live concerts ticketing system
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For the first part of the research I examined the most successful and usable ticket selling platforms in the United States and Europe. The competitor research explored how to provide the user with the maximum information about the concert in as few clicks as possible, conventions for concert display, preventing cart abandonment, use of push notification, and more.
To smartly integrate into the existing service, it was necessary to delve deeper into Spotify's business model concerning its two main customers - users and artists who feed content into the system. I had to understand how it works, how it exposes listeners to new artists, how it keeps users inside the app while continuing to innovate, what is the current method for live concerts, what are the artists’ options for controlling the content displayed, receiving information about their listeners, etc.
At this point, I interviewed 20 live show consumers (minimum three per year) about their music consumption habits, what they believe makes a successful show, and how they keep up with a favorite artist's concerts in particular and new ones in general. I asked them to recount situations where the interface experience caused them to abandon check-out, reasons for missing a show, how they convince a friend to join them, and more. Based on that I built two personas.
A strong concert feature in Spotify streaming service,
which uses the data traffic of users and artists to sell tickets for live concerts.
Spotify users with free or premium accounts that enjoy using the
music streaming service and like to attend live concerts.
Spotify: Increase income.
The users: Enjoyment and convenience.
The artists: Increase income and strengthen bond with fans.
Initial goal
10% of users (free+premium) will purchase a ticket within the first 6 months.
Secondary goal
20% of all users will "follow" at least 3 artists within the first year.
Because the concert tickets system is embedded within the streaming service, I had to analyze the existing architecture (reverse engineering) and integrate the concert tickets system smartly and intuitively. The green sections show where the new system integrates.
Along with the system's suggestions (once it has targeted the user for a particular concert), it always has the option to proactively search for concerts. One way is through the artist's page.
Using the power of users to map the venue seats in real vision.
At the beginning of a concert, the app asks the user to photograph the stage from their seat (in exchange for a badge) for the benefit of the future users, so that they will know what to expect.
The challenge at the design stage was to be able to blend in with the company's design language to create a uniform and continuous user experience.
The system suggests relevant concerts only if they made an active action to "Follow"the artist or band. The algorithm analyses the last streaming consumption and suggests following artist after:
The concert page shows all the information needed to make a purchase. In addition to basic information such as date, time, and location, it also presents visual information through stories about the tour, the venue and anything the artist wants to share. The user can get a feel of the vibe and what to expect if they order a ticket.
Quickly switching between blocks, displaying critical information such as price,available seats and general ranking, in addition to 360° views and more interesting information about the selected block.
To meet the user's concern, "how will I see the show from this seat?" they will be shown a photo and rating of the selected seat based on the experience of previous users, including an automatic system choice of the highest rated seats.
A user who has purchased a seat without a real-view feature will be able to add their own photo on the day of the concert, in return for in-app value.
Strengthening the bond between the artist and fans by incentives they will share with the purchasers, for example:
We will use Geofencing notifications to strengthen the relationship between the user and Spotify. This provides the user with a convenient and complete experience, while Spotify gets a reliable database.
After few concerts, new playlists will start to appear on the "Made for you" section with songs from concerts the user has been to.
