TheaterMania is an e-commerce platform that sells show tickets from company’s B2B clients.
Background
America has the biggest live entertainment market called Broadway, which draws tourists worldwide. Not only from Broadway but also there are millions of shows from big productions to small venues across America. The industry is kept very lively by its strong fan base of shows and celebrity actors and actresses.
Problem
Website navigation wasn’t effective in showcasing millions of show listings
Ineffective data collection that prevents website from providing personalized experience
High bounce rate caused by weak navigation and page conversion
Outdated user interface that does not reflect live entertainment’s passion and excitement
Role
Product Designer
Team
Operation Executive
Product Manager
Web Engineers
Project Duration
4 Months
May - Aug 2020
Contribution
100%
Style Guide
User Journey & Architecture
Restructured the site architecture for better cycle of page navigation by creating different access points on the landing page by targeting user profile, displaying various categories and previewing search result using drop down.
Landing Page
Displayed good balance of personalized contents and curated contents to better target the users and expose larger amount of contents to increase the chance of users finding a show they like to purchase
Personalized Experience
Comprehended user profiles by gender, age, lifestyle, etc by data collection and analysis to provide a collection of shows that nail their taste
Curated Contents
Displayed generally popular types of content like “trending”, “latest”, “genres” and “location” to expose non-targeted content that allows users to discover new options. It also makes the experience more dynamic, refreshing and less boring
