The ticketing page on 911memorial.org is the most viewed page on the website and the driver of 85% of their revenue. The website was redesigned in 2019 but the ticketing page wasn’t a part of that redesign. Since the launch of the ticketing page, many new offerings have been added and the experience needed to be improved.
The client asked me to propose an approach that is lean, simple and realistic with a goal of maximizing sales on 911memorial.org’s most viewed page. I decided to focus on these three pillars:
Ultimately, the goal was to deliver a redesigned ticketing page that is modern, more useful, and better showcases the offerings, while focusing on the priority / highest revenue drivers; Museum tickets and tours.
Approach: I developed an approach that enabled my team to deliver high value within a short timeframe; a redesigned ticketing page supported by research and data analysis.
Foundational Work: I kicked off the project with a stakeholder interview session to uncover the pain points of the current experience and to learn about the client’s future vision for the ticketing page. Next, I did a heuristic evaluation and audit of the current experience, then reviewed the website’s analytics to identify gaps. Finally, I conducted secondary market research to better understand ticketing best practices, to learn from industry leaders and to support the findings from my audit.
Wireframes: I used Figma to create wireframes, taking into consideration insights from the stakeholder interviews and secondary research, and outputting both desktop and mobile mockups. I met with the development team to validate my designs from a technical perspective. I made some minor recommendations to other areas of the website with user flows leading to or from the ticketing page – the client loved this!
Final Designs: I used the wireframes I designed and considered the feedback I received from the client to design mockups and a clickable prototype. I then worked with a UI designer to develop illustrations and bring a high level of fidelity to the mockups. The changes I recommended that I expect to be the most impactful are:
Take a look at the before vs after redesign below (these images only show a portion of the page below the fold):
Results & Next Steps: The client was thrilled with the final designs and they believe the changes I suggested will have a large impact on the usability and experience of this page. They loved the illustrations so much that they are considering using them in physical spaces in the museum as well as in print. The page is currently in development, so I haven’t been able to track the impact of the changes yet. However, I’ve developed an analytics plan utilizing GA4 to track events and KPIs such as conversation rate, average session duration, and use of the sort by option. I've also suggested the implementation of HotJar/CrazyEgg to track and understand user behaviour.
