Mondavi
Your tickets, all in one place

Project Brief

Project Timeline
6-week design sprint in 2022
Project Type
UI/UX Design
Contributors
4 UX Designers:
Reece Kuramoto
Raymond Cao
Jamie Chou
+ me :)
Skills
Figma
I led:
UX Research
Brand Identity
Client Pitch

Simplifying the ticketing experience to help users regain their trust in their tickets

The Mondavi Project is a redesigned ticketing experience that guides users through two key touch points that give users everything they need to come prepared to ensure a smooth admissions process at the door.

Business Goal

The Mondavi Performing Arts Center recently introduced new a contactless, eco-friendly ticketing system. However, visitors struggle to navigate the new unfamiliar, complex ticketing process characterized by disengaging touch points, confusing event details, declined tickets, and long bottlenecked lines at the door.

Mondavi aims to adopt a simpler and more welcoming user experience by addressing inefficiencies and frustrations, ensuring that visitors and venue staff start the night off on the right foot!

01 Product Preview

Two Touch Points

Working together to give users everything they need for a smooth admissions process.
1. The Confirmation Email
Guiding users through the ticketing experience.
2. Mondavi Mobile App
Helping users find what they need quickly.

“I bought tickets! Now what?”

Know exactly where to go to find your tickets

Visitors no longer need to jump through hoops to get to their tickets: inboxes, web browser pop-ups, login pages, account settings

Find today's event, front and center

Visitors no longer need to frantically scroll to the bottom to get to their ticket

Have your tickets handy

Visitors no longer present invalid ticket formats

Come prepared and skip the line!

When visitors come unprepared, they start the night off on the wrong foot and the venue staff cannot focus on their jobs
User Research Insights

Interviewing users in-person to understand frustrations

I discovered that BOTH visitors and staff are overwhelmed by the ticketing process.
Affinity Mapping

Understanding the Pain Points of the Visitor Experience

Why is the ticketing process so stress-inducing for both visitors and staff? Why do visitors scramble at the door?
Journey Mapping

Simplifying the Visitor Experience into Two Clear Paths

The Admission Window
‍The most overwhelming part of the experience: the crucial last 5 min before a visitor presents their ticket at the door

To ensure a smoother Admission Window, I streamlined ticketing formats and detangled several overlapping flows into two clear paths: Digital Tickets and Printed Tickets

02 Challenges

Walk users through step by step

01

Guiding visitors through the ticketing process

02

Helping visitors trust an unfamiliar ticket

03

Properly preparing and informing visitors for the show

Problem

The new ticketing system makes visitors feel confused, misinformed, and frustrated.

Research Insight

Users mistakenly present confirmation emails and receipts as their ticket at the door

This misunderstanding significantly slows down the Admissions Window, causing lines to bottleneck at the door, leaving visitors frustrated and confused.
Research Insight

Bad UI leads to angsty behavior and frustration

Current touch points characterized by:
- Frantic scrolling
- Tiny hyperlinks with inadequate touch targets
- "Log-in" pop-up browsers + switching between apps disorient users
Competitive Analysis

The customer experience extends beyond the transaction

I noticed other competitor venues such as opera houses, symphonies, and museums use different touch points following the ticket transaction to leave an inviting and professional impression.
Brand Identity

Welcoming Users with Mondavi's Hospitality

I crafted this brand identity to engage and greet users throughout all of Mondavi’s visitor touch points, starting with the Confirmation Email.
Key Feature 01

The Confirmation Email:
Guiding Users by Their Priorities and Motivations

Users thought the emailed confirmation was a ticket and printed it out.

I extracted the essential parts from the original email and redesigned the confirmation email to smoothly direct users to the next step: transitioning to the mobile app.
Responsive Design

Creating for All Screens

Scaling the key touchpoint for mobile and desktop

02 Challenges

Bridging gaps in understanding with the power of design

01

Guiding visitors throughout the ticketing process

02

Helping visitors trust an unfamiliar ticket

03

Properly preparing and informing visitors for the show

Problem

Visitors don't trust the validity of Mondavi's new digital tickets, they still prefer the reassurance of holding paper tickets.

Research Insight

Users are unfamiliar with QR Codes

They perceive QR codes as a pattern... or a little cluster of black squares.

Leads to a misconception that email receipt = ticket
Research Insight

Users are unfamiliar with Dark Mode

Most users have never encountered Dark Mode before because they mainly use their phone during the day. Mondavi’s performances are generally in the evening!
Key Feature 02

The Familiar Ticket: a QR code in disguise

Users don’t necessarily need to understand how QR codes work to present their ticket with confidence at the door.

Breaking down the intimidation barrier with a simple reframing to restore confidence.

02 Challenges

Reassurance comes from knowing where to find what you need.

01

Guiding visitors throughout the ticketing process

02

Helping visitors trust an unfamiliar ticket

03

Properly preparing and informing visitors for the show

Problem

Visitors scramble at the door when they come uninformed and unprepared, overwhelming venue staff with repetitive questions.

Key Feature 03

Know Before You Go: Event Details

See helpful information about an event's requirements, policies, and itinerary represented as icons. Expand card for more detail.
Key Feature 04

Guided From the Start: Onboarding

The app's onboarding walks the user through the core features, making sure the user knows the process well from the start.
Key Feature 05

List of Upcoming Events: No more frantically scrolling for events

No need to dig through inboxes, keep your tickets all in one place.
Process 01

Testing User Preferences: 
Vertical vs. Horizontal Scroll

Users feel that it is easier to scan more events with vertical scroll!

...But this still leaves the issue of frantic scroll ↓
Process 03

Grounding the Frantic Scroll with an Anchor: Today’s Event Card

Today’s event card will be the first thing users will see.

In User Testing, users no longer needed to scroll to the bottom to find their tickets/QR codes anymore!
Process 02

Testing User Preferences: 
Making ticket access the focus

Users felt that the calendar obstructed their view. So I grouped the calendar and search features together as tools, turning the focus to the list of tickets.

03 Improving Accessibility

My priority to include my audiences

WHO estimates that there are 2.2 billion people with moderate to severe vision impairment.

↓

📍 Optimization Journey

Better SEO

More traffic, higher conversion rates, faster performance with meaningful img alt text that adds value.

Use colors + text hierarchy thoughtfully

Ensure high color contrast ratios (WebAIM, Coolors), text indicators to support color, and clear text hierarchy.

Markups

Use markups to help users understand the structure and order of the content. Those with screenreaders can jump straight to the right content.
Research Insight

A need to restore the user’s confidence in learning new tools

Middle-aged to elderly patrons are fully capable of learning new tools, but negative stereotypes about older adults and technology undermine their confidence.

Breaking down the intimidation barrier is crucial to helping folks be more open minded to new tools!
Improving Accessibility

Aiming for AA

Accessible: Refers to a site, facility, work environment, service, or program that is easy to approach, enter, operate, participate in, and/or use safely and with dignity by a person with a disability.
It's written in the law!
Read ADA 101 →

04 Impact

Pitched our project to stakeholders (management teams) at Mondavi

Currently in the development stage! 🎉

Why is this shift worth it?

↓

9 in 10 users present valid tickets in under 4 seconds!

Previously, 4 in 10 users presented invalid tickets: printed email confirmations.

Initially, users took 4-5 minutes to find their tickets. Now, users no longer need to dig through inboxes. Users quickly pull up tickets at the door through the app, making the admission process more efficient and pleasant for both visitors and Mondavi staff.

Achieved 3x conversion to consumer subscriptions!

Conceptualized engaging subscription emails to monetize product, helping a declining user base bounce back.

Saves time and money

Less calls to customer service
Staff can focus on their jobs: actually running the event instead of troubleshooting declined tickets!

Better for the environment

Paperless tickets reduce paper waste
Misplaced physical tickets need to be reprinted

05 Next Steps

How can Mondavi further improve the experience for new and returning users?

•  More Community Focus Sessions ...with free snacks provided, of course :)
‍•  Banners and advertisements promoting the app and Mondavi's commitment to sustainability
‍•  Create a step-by-step Video Tutorial of the ticketing experience and mobile app
‍•  Location-based notifications: ticket is suggested on lock screen when user is within range
‍•  Create a feature that helps users find accessible seating: 73% of Mondavi’s visitors are Older Adults

06 Reflection

📌
Ask direct questions!
As I started to ask the RIGHT questions — more specific, quantifiable, tailored questions – I was able to uncover the real underlying need within the ambiguous problem space.
🚗
GO to your user
No learnings from mass survey data could parallel my learnings and observations from in-person interviews. Although it was difficult to approach strangers, working through issues with users and staff at the Help Desk left my brain buzzing with inspiration!
💎
Communication is key
It's easy for stages to blend together within the design process. So be crystal clear and don’t be afraid to bring up any concerns and considerations early on.

🤘

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