TicketSwap
TicketSwap is a global platform for safely buying and selling second-hand tickets. As part of the team responsible for the sell flow, I improved the process, increasing ticket sales by 25%, while ensuring a seamless experience across web, iOS, and Android.
During my time at TicketSwap, I focused on improving the sell flow to make ticket resale faster and more seamless across web, iOS, and Android platforms. I collaborated closely with product, engineering, and fraud prevention teams to ensure platform security and optimize the user experience. By doing that, we helped increase the sell flow completion rate from 48% to 60%, leading to a 25% increase in ticket sales.
Below, you’ll find two examples of my work at TicketSwap outside the sell flow: the Sharing Tickets feature and the Partner's Dashboard.
Sharing Tickets
When attending group events, it’s common for one person to purchase tickets for everyone. Previously, TicketSwap only allowed users to share a PDF containing all the tickets, which often caused confusion when trying to distribute them. This project aimed to streamline the process, allowing users to easily send individual tickets to their friends and track who held which one.
The problem
The old system resulted in several challenges: users frequently reported that their ticket had already been scanned because someone used it before them. This led to angry calls to support and frustrated attendees stuck at the entrance. Additionally, we were missing an opportunity to introduce new users to TicketSwap when tickets were shared. The goal was to not only reduce confusion but also capture these moments to convert more users to the platform.
The Process
The process began by promoting the sharing feature immediately after a purchase was completed, making it visible and easy for users to access. We needed to account for scenarios where the buyer, or "Owner," might accidentally share a ticket or change their mind, so we included an option to stop sharing. On Android, where space for actions was limited, we initially placed the sharing function in a "More actions" menu, but user testing revealed that this was too hidden. We also encountered confusion over terms like “Share,” “Claim,” and “Reclaim.” After multiple rounds of testing and adjusting the copy, we arrived at a CTA approach that clearly communicated that users were sharing individual tickets, not entire PDFs.
The Solution
The final solution simplified the process of sharing tickets by providing a clear "Share Ticket" option immediately after purchase. Users could easily choose a messaging app to send a unique link to the recipient, and the original buyer could stop sharing at any time if needed. Once the recipient tapped the link, they were directed to accept their ticket, with the original buyer able to track who accepted which ticket. This ensured no confusion over ownership, as recipients only had access to their designated ticket, eliminating the problems of shared PDFs and multiple-ticket confusion.
Outcome
After launching the feature during the pandemic, usage picked up once events returned, with the feature gaining significant traction. 30 days after the release the numbers show that:
2,339 new users were acquired through the ticket sharing feature.
17.95K shares were initiated.
8,892 shared tickets were accepted by recipients.
Users with multiple tickets showed increased engagement, as the feature made it easier to track and distribute tickets among friends.
Learnings
The sharing feature was a success, improving the ticketing experience and attracting new users. Our multidisciplinary collaboration led to a feature that truly added value. A key takeaway was the need for a name-tagging option when sharing multiple tickets to help users track them. Additionally, clearer communication around the "Stop sharing" button was needed, as some users hesitated, fearing they might lose their ticket.
Partner's Dashboard
TicketSwap had focused heavily on users, leaving partner tools stagnant for over five years. Organizers, crucial to our business model, felt overlooked. This project aimed to enhance the value proposition for organizers, giving them more control over event presentation and data to promote their brand effectively on our platform, strengthening our relationships and partnerships.
The problem
Organizers lacked the ability to control and enhance their brand image on TicketSwap, as there was no option to add promotional content to event pages. Additionally, they found it difficult to navigate the existing dashboard and were unable to customize their events. Our goal was to address these frustrations by empowering organizers to promote their events more effectively while improving the usability of the dashboard.
The Process
To kick off the project, I worked closely with our PM and the Partnerships team to identify organizers' key pain points. The top requests included easier navigation, better data visualization, and the ability to customize event pages with additional content. From these insights, we established clear goals: creating a minimal version of a new dashboard, allowing partners to add header images, event descriptions, and videos, and providing an organized event list for smoother navigation. While building out the solution, we continued gathering feedback from stakeholders and team members. Initially, I explored a sidebar menu for navigation, but after receiving input and realizing the limited number of items, I shifted away from that idea to ensure a more streamlined experience.
The Solution
When organizers access the new dashboard, they are first greeted with a clear and intuitive list of their events, making it easy to select and manage specific ones. A dedicated section allows them to view real-time ticket sales data through user-friendly graphs, providing them with valuable insights. We also introduced customization options, enabling organizers to personalize their event pages by adding header images, descriptions, and videos. This project not only improved the B2B experience for our partners but also strengthened collaboration between internal teams. It became a significant learning opportunity for me, as I worked closely with non-product stakeholders and navigated their unique needs. As a result of the success, we are now building two dedicated dev teams to continuously enhance features for our partners.
Outcome
30 days after the release the numbers show that:
283 events were viewed on the partner dashboard.
21 exports of stats data were made.
10 event descriptions were updated.
14 header images were uploaded.
Learnings
This project highlighted the importance of better promoting new features and tracking detailed metrics from the start. We expected higher usage of the dashboard and learned that closer feedback loops with organizers would have helped. I also realized the value of prioritizing overall UX over aesthetics and the need to focus on key user pain points. Going forward, I would push for more direct communication with organizers to ensure the solution truly meets their needs.