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UX RESEARCH / UI DESIGN

Reimagining Australian Open ticketing journey for over a million of patrons.

Internally misaligned, with teams holding different definitions of success, KPIs, and customer priorities.

Poor cross-promotion between experiences.

Lacking visibility of the breadth of AO events and ticket types, making it hard for fans to understand options.

Fragmented across two separate platforms — one for general tickets, one for premium packages.

With over a million attendees, the Australian Open’s ticketing experience had to serve a wide spectrum of customer segments — from first-time international visitors to long-time superfans, from families to corporate clients.

At the time, the experience was:

01 The Challenge

Internally misaligned, with teams holding different definitions of success, KPIs, and customer priorities.

02 Design approach

Working together with Ticketmaster (Australian Open ticketing platform provider) we mapped out various user journeys and identified ways to simplify and align the browsing and purchasing behaviour.

Users could now effortlessly explore and compare all ticketing and hospitality options. A set of filters were designed to help narrow down the search, and real-time product availability and pricing offered a much quicker purchasing experience.

A focus on a mobile-first experience guided the UI design to ensure customers could browse and purchase products on the go.

03

Industry
Sports, entertainment, e-commerce.

Expertise

Usability testing, journey mapping, user flows, wireframing, prototyping.

Designed while working at Tennis Australia 2022.

This enhancement resulted in 90.3% Customer Satisfaction (CSAT) score, a notable increase from the previous year's 78%.

Additionally, the redesign boosted conversions of general public customers to premium experiences, generating an impressive $6 million in revenue.

Journey

Drawing inspiration from the airline ticket purchasing model, our final design offered versatile search options for tickets and packages, catering to diverse customer behaviours. The improved experience led to a significant rise in user engagement, with more customers proceeding beyond the initial discovery and search phase.

Our mobile-first approach yielded a 6% increase in mobile conversions, further enhancing the overall success of the project.