Patym Insider Redesign
Improving an Indian event booking app to make finding events and buying tickets easy, smooth and seamless experience.
Overview
Individual project
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For 15 Days
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Includes UX Research, UI Design, User Interviews and Heuristic Evaluation
PROBLEM STATEMENT
Paytm Insider is an already existing platform in the market that helps you discover and buy the best in events, travel and food in your city. The current process of discovering events and booking tickets on the Paytm Insider app is not as smooth and user-friendly as it could be. Users often face difficulties in navigating through the app, finding relevant events, and completing the booking process seamlessly. This can lead to frustration and increased drop-off rates.
KEY OBJECTIVES
Enhance Navigation and Discoverability - Improve the app's navigation to make it easier for users to find relevant events.
User Interface - Keep the product's existing user interface. Focus on creating a cohesive and enjoyable user experience.
Streamline the Booking Process - Simplify the ticket booking process to reduce the number of steps. Ensure that users can easily understand and complete each step without confusion.
Planning and Design Process
The task resonated with me on a personal level as I often find myself in the position of finding events for the weekend and being in charge of booking ticket for the entire group. I followed a process where I interviewed target users to identify their needs in order to come up with rational and justified solutions specifically for the mobile app. Throughout the design process, I gathered feedback to validate and invalidate my hypothesis, to curate the best possible solutions in stipulated time frame.
∼ 20 hours
Discovery
Secondary research
and understanding of the domain, basic competitor analysis, user research
∼ 28 hours
Empathise &
Define
user interviews, heuristic evaluation app, choosing area of focus
∼ 12 hours
Ideation and Wireframing
Sketching ideas, curating solutions, wireframing
∼ 32 hours
Developing and Testing
Creating Hi-fi designs, and prototyping. tested and improved them
Before starting, a 'vague' problem statement
How might we simplify and enhance the event ticket booking experience on Paytm Insider to increase the retention rate?
Discovery
Read insightful Blogs
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Understanding the market
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Gather insights for User interviews
SECONDARY RESEARCH
During the research phase, I followed a roadmap where I first surfed the internet to understand the online event ticketing market and jotted down some assumptions. This deep dive into the subject provided me with valuable insights. I gained clarity on the best practices, user preferences, and innovative solutions in this domain. It helped me gather discussable insights for the user interviews.
Competitor Analysis
A competitive analysis helped me learn the ins and outs of how the similar platform works, and identify potential opportunities where this app can out-perform them. Based on a brief competitor analysis, the following two emerged as the product's main competitors. I concentrated on developing an enhanced feature set that focuses on the problem and developing a market-fit product.
User Research
Age: 18-25 yrs
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Income: Middle to upper-middle class
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Students, young professionals, and working adults
The target audience for event ticketing apps includes users aged 18 to 45, primarily urban and semi-urban students, young professionals, and adults from middle to upper-middle-class backgrounds. They frequently attend events such as movies, concerts, theater shows, sports events, and workshops, preferring mobile apps for their convenience in discovering and booking events. Their goals are to find events that match their preferences, book tickets easily, secure the best deals, and receive timely updates. They enjoy various entertainment but face challenges with complicated booking processes, app navigation difficulties, unclear event information, payment issues, poor customer support, and a lack of personalised recommendations.
Creating Proto Personas
Niharika - Student
Age: 20 yrs
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Status: Unmarried
Extrovert
Fun Loving
Spontaneous
She is an outgoing and sociable individual who thrives on spending quality time with her friends. Her creativity and adventurous spirit drive her to seek out new experiences and embrace exciting opportunities. She particularly enjoys attending outdoor events with her group of friends, where they can bond, explore, and make memories together. Whether it is a music festival, a sporting event, or a cultural fair, she is always eager to participate and immerse herself in the liveliness.
Ashish - IT Employee
Age: 24 yrs
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Status: Unmarried
Ambivert
Tech-Savy
Easy Going
He is an ambivert, balancing his social interactions between enjoying time with others and valuing his alone time. After a long and demanding work week, he seeks out events that help him unwind during the weekends. His personal favourites are comedy events and live music concerts, where he can immerse himself in laughter and the energising atmosphere of live performances. These events provide him with the perfect escape, allowing him to recharge and get entertained
Empathise - Talking to users
User Interviews focused on talking to specific target users in order to identify their pain points.
I framed an open-ended questionnaire to collect unbiased opinion and validate or invalidate my assumptions. I collected data on what similar apps the users were using and reasons why they found that particular app useful and usable.
6 Users Interviewed
Based on proto personas,
I conducted interview
I was able to validate and invalidate some of my hypothesis using the interview responses. I conducted interviews with 6 participants:
3 Male Participants - between 20 to 24 yrs
3 Female Participants - between 22 to 24 yrs
What do the users say?
Customer Journey Mapping
I created a customer journey map for the primary task of finding and booking event ticket on the Paytm insider mobile app. This was carried out to map out the flows and areas that lagged behind in user expectations and can be taken forward to improve further.
SCENARIO
Planning to attend an event in the coming weekend with his friends
goal and expectations
Find a suitable upcoming event and buy tickets for him and his friends
Searching event
Shortlisting event
Selecting Tickets
Buying & Checkout
Opens app and selects a city to start exploring
Wishlists the events that he likes
Returns after few hours to buy ticket for one of the event from wishlist
Logins to the app with
email and phone number
Scrolls the page, scans through the listings
Shares few events with
friends on WhatsApp to get their views
Click on buy now button and selects date and the kind of ticket
Reviews the bill amount
and number of tickets
Taps on a event he finds interesting and reads the description
Add tickets for him and his friends
Selects a payment
method and pays via payment gateway
Wow! a lot of events
to choose from.
Why there are events from cities other than mine? Confusing1
Uh! why adding and reducing number of tickets is so difficult.
I like how easy it is to wishlist events and share it with friends.
I like that my tickets
will be sent to me on Whatsapp.
I hope I am booking tickets for the right event.
Heuristic Evaluation
The ticket booking flow on the application was thoroughly examined to reveal insights on where the Jakob Heuristics was not established properly. It is a checklist of criteria to go through to find flaws which were overlooked and are hindering with the usability of the mobile application. Below is a brief evaluation report listing the problematic areas in the existing application.
EVALUATING CURRENT SCREENS
CONCLUSION
The following heuristic principles require more attention:
# 01
Visibility of System Status
users should know the system status at all times and get feedback on interactions
# 03
User control and freedom
users should be able to reverse their action if done by mistake
# 04
Consistency and standard
similar system elements should look similar
# 06
Recognition rather than recall
users should be able to interact with the system without prior context
# 07
An aesthetic and minimalist design
declutter as much as possible, less is more
🚩 Defining the Real Problems 🚩
The How Might we statements
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Choosing area of focus for user goals
Quick Decision
HMW help users to quickly make a decision while choosing a event from large number of listings
Quick Booking
HMW make the checkout process smooth for quick and seamless booking experience
Ideation and Wireframing
Law used: Don't Make me think
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based on the key insights and pain points
I began iterating various versions of the application flow with various features based on the key insights and pain points derived from the user research. This broadened my thinking capabilities, allowing me to move beyond pragmatism and consider new approaches to solving the problem at hand. After deciding on the areas of focus, I started sketching to get a sense of what the redesign would be around.
Final Designs
User Testing
The prototyping and testing phase helped me test the product and most importantly iterate and improve it! Users found the idea of personalised recommendation helpful and were able to carry out the steps easily. Based on their feedback, I made further improvements on the application.
Issue 01
Users wanted a feature to explore movies.
SOLUTION 01
Given that Paytm already offers this feature, replicating it on our app would be costly and time-consuming. Instead, I addressed this gap by integrating a link to the Paytm app for movie ticket bookings.
Issue 02
Users also pointed out the initial difficulty in understanding what the ‘blue’ and ‘red’ cards meant.
SOLUTION 02
As a result, I created a modal as a guide in the beginning, to overcome the problem.
Retrospective
LEARNINGS
In this project, I learned the importance of enhancing existing designs to maximize impact for both users and the business. Beyond visual aesthetics, I recognized the critical role of interaction design in ensuring user engagement and task efficiency. Immersed in the entire product design process, I gained comprehensive knowledge of each step and a deeper appreciation for design thinking.
NEXT STEPS
As for improvements, I aim to allocate more time for user testing and evaluation at every design stage. This approach fosters invaluable insights, facilitating the creation of successful solutions more effectively. Additionally, I intend to refine animations, button states, and the interaction between visual elements to enhance overall user experience.
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