OVERVIEW

The ticketing industry is complex. There’s a lot that goes into putting an event on and selling tickets, and the team behind that work is equally complex. As the designer leading the entertainment vertical on SeatGeek’s enterprise team, I saw a gap in knowledge among my team members and leadership around who our users are, and what’s important to them. To resolve this, I created a set of personas for enterprise’s entertainment vertical to be used to educate the team and to help inform product and design decisions.

ROLE
Lead designer
UX research

TIMELINE
2 months

No shared understanding

There wasn’t a shared understanding across design, product, or engineering about who our clients and users are, what they need to be able to do using our products, and what’s most important to them.

Multiple user types

There are a number of users in different roles, with different needs, that use the product in different ways. This complexity added to the difficulty the team had in understanding who we were designing and building for.

Lack in documentation

There was a lack of digestible documentation of event lifecycles and user journeys, making it difficult for new team members to onboard and understand the vertical quickly.

Distill existing documentation

I used existing journey maps, diagrams, and documents, along with my own knowledge to populate the persona cards, bringing in my product partner along the way to capture his existing knowledge.

Workshop with SMEs

I led a workshop with internal team members that work directly with entertainment clients to get their feedback and input on the draft of the personas.