Entertainment
The project involved a complete overhaul of Walmart AMP's (Arkansas Music Pavilion) digital interface, emphasizing ease of ticket purchasing and efficient event management. Future plans include continuously refining the UI to ensure it remains intuitive and accessible, catering to both tech-savvy and less digitally inclined users.
Addressing critical issues in Walmart AMP's ticketing system, this project revolutionized their digital interface. Key problems included significant revenue loss (around $60-80,000) due to delayed seat hold reporting, impacting relationships with venue partners. The absence of a detailed seat map led to customer uncertainty about seat locations. Further challenges included ticket scalping, chargebacks, inefficient paper and digital ticketing processes, lack of mobile upgrade options, and minimal in-venue digital engagement. Our overhaul aimed to enhance user experience, streamline ticket management, and integrate advanced features like mobile activity, food and beverage services, and push notifications.
In the competitive ticketing sales market, key players like Ticketmaster, Eventbrite, and StubHub show room for innovation. Issues persist in user experience, notably in ticket purchasing and customer service. Most platforms lack a fully integrated, user-centric approach, combining event discovery, ticket purchasing, and engagement. Opportunities exist for better social and digital integration. The Walmart AMP Platform, with its innovative UX/UI design, aims to bridge these gaps, offering a comprehensive and seamless user experience.
The initial audit of Walmart AMP's website, with over 200 pages, highlighted a complex and expansive site-map. This complexity necessitates a strategic simplification to enhance user navigation and experience. The current layout, featuring redundant content and convoluted user paths, underscores the need for a streamlined, intuitive site structure. Our focus will be on distilling crucial content and refining user pathways, aiming for a more accessible and user-friendly interface.
Walmart AMP targets market gaps with a focus on reliable functionality, intuitive UX, accessible support, transparent pricing, and enhanced event experiences. Prioritizing these elements, it aims to redefine industry standards for digital ticketing, ensuring user satisfaction and trust. This strategic approach distinctly positions Walmart AMP in the competitive ticketing landscape.
After conducting interviews with 18 users, three personas emerged as representative of the overarching user perspectives: Rachel, Miguel, and Zoe. Rachel, an avid event enthusiast, seeks a diverse array of events. Miguel, who attends events casually, prioritizes straightforward, local experiences without hidden costs. Zoe, a tech-savvy individual, looks for platforms incorporating the latest technology and social integration. Their empathy maps reveal a collective need for simplicity, transparency, and technological sophistication in event experiences, guiding our UX/UI strategy towards an inclusive and advanced solution.
The redesign of the Walmart AMP platform involved a comprehensive revamp of user flows, notably in the ticket-buying process. This was streamlined to be straightforward yet flexible, accommodating diverse user needs while simplifying the previously overwhelming steps. Back-end user flows were also restructured, enhancing the AMP team's efficiency in management and customer service. These improvements significantly elevate both the front-end user experience and back-end operational efficacy.
In refining Walmart AMP's market positioning, extensive research was conducted on competitors' websites and mobile experiences. By collecting user feedback on their pros and cons, I organized this data into affinity diagrams. These diagrams revealed key problem areas and generated a comprehensive list of improvement areas, strategically guiding our UX enhancements to differentiate our platform and elevate the overall user experience beyond industry standards.
The development of a feature board was instrumental in our strategy, listing competitor features alongside potential new offerings. This method allowed for meticulous selection of the most valuable features, based on team evaluations and client feedback. This approach not only captured essential functionalities seen in the industry but also sparked ideas for innovative features previously unexplored. It was equally vital in identifying and omitting non-essential elements, ensuring a focused and user-centric design for the Walmart AMP platform.
The wireframe development for Walmart AMP was an extensive, multi-month process, beginning with low-fidelity sketches rich in annotations. These initial designs underwent rigorous internal and AMP team reviews, evolving into high-fidelity wireframes that aligned seamlessly with the AMP's branding. The final outcome was a completely transformed, responsive website, optimized for desktop, tablet, and mobile devices, ensuring a cohesive and adaptable user experience across various platforms.
Over several months, we conducted usability tests on Walmart AMP during select shows, identifying opportunities for refinement and addressing outlier scenarios. This critical phase uncovered key insights, allowing us to fine-tune the website for optimal performance. The testing was pivotal in delivering a polished, user-centric final product, ensuring both functionality and an enhanced user experience. This process was instrumental in elevating the platform's overall quality and reliability.
The creation of the seat map for Walmart AMP's 11,000-seat venue was a cornerstone of this project. Starting from the venue's blueprint, I meticulously outlined and labeled each seat using JSON files, extending beyond traditional UX/UI boundaries into web development. This task required an on-site visit to Arkansas for an accurate representation. The result was a precise digital replica of the venue, enhancing the ticket purchasing experience by providing clear, detailed seating options for the increased attendance, which rose to 275,000 from 191,302 in a single season.
The Ticket Sales Dashboard, designed for the AMP Team and venue partners, is a visually appealing application providing real-time data on seating. It displays comprehensive details like seats sold, held, and available, both for the entire venue and individual sections, down to each seat. This live dashboard allows for easy screen printing and sharing of data with team members, replacing the outdated pen-and-paper method. Its introduction marks a significant enhancement in the AMP team's operational efficiency and decision-making process.
Working on Walmart AMP's ticketing system was a landmark in my UX/UI design career, teaching me the nuances of collaborating in a large corporate setting and adapting to complex challenges. Key achievements included designing a Seat Map feature, allowing patrons to select specific seats, thereby enhancing customer certainty and satisfaction. We also developed a Ticket Sales Dashboard, efficiently managing backend operations and preventing revenue loss from unnecessarily held seats.
These solutions, alongside addressing issues like ticket scalping and digital inefficiencies, not only pushed my skills to new heights but also played a pivotal role in refining Walmart AMP's user experience and operational efficiency. This project, with its diverse challenges and significant impact, has profoundly shaped my approach to UX/UI design in large-scale environments.
