Altitude Tickets App

The Task
Create a hyper-localized app for Altitude Tickets that integrates the full-circle ticket buying process, improves mobile experience and user interface, and simplifies the information architecture.


My Roles
UX/UI Design, User Research, Prototyping, Usability Testing, Iconography Design

The Scope
2 weeks on a 4-person team

The Tools
Sketch, InVision, Realtime Board, Trello, Google Docs, Adobe Illustrator



The Problem

In order to access tickets purchased through Altitude Tickets, users are required to download the Flash Seats app. This frustrates users who would rather buy and store their tickets in one place. Users also struggle to find bathrooms, vendors, drinks, and friends at venues.



Research Methods

  1. Customer Interviews

  2. Market Research Analysis

  3. Information Architecture

  4. Customer Journey

  5. Prototype Testing



The Event Goers

Where Our Data Came From
• 6 Users Interviews
• 4 Competitors Analyzed
• 8 Usability Tests

Common Goals
“I want to easily navigate unfamiliar event venues.”
“I want to quickly and conveniently share, and scan tickets.”
“Buying tickets should be easy and have transparent pricing”

Common Pain Points
“Honestly, when going into an event I don’t know where I’m going, so I just follow other people. A lot of times they’ll give you maps and I just won’t look at it. I avoid the information desk at all costs.”

“It’s nice to be able to cheer on a local sport with my city’s name on it, but I don’t want hidden fees and I want my tickets stored in one place and easy to get to.”



Research insight showed that the initial excitement of planning an event drops pretty quickly when it come time to purchase the tickets.

Journey Map



User Flows & App Map










Another round of usability testing revealed a few issues with the low-fi mockup. The icons were a bit too heavy, which caused some users to have to squint in order to see them.


Home Screen
The first home-screen iteration had too many icons and lacked brand colors. The icons also seemed a bit too heavy and the overall design was a bit too cluttered.



Event Detail Screen
The first event detail screen was not leveraging the screen size enough. The solution was to replace the module concept with a simple back button, and expand the screen to full width.



Ticket Screen
The first ticket screen leaned towards skeuomorphism. This effect dated the look of the app and was changed to a cleaner and more simplified look using the Apple HIG as guidelines.



Augmented Reality
User testing insights revealed that the augmented reality screen had too much information on it and confused the user. The update was simplified to just the name of the bar.


Finding the Way

Augmented Reality
Research showed that event-goers needed a simple and intuitive way to locate bars, vendors, and friends inside event centers.

Through augmented reality, users are able to leverage the actual event-space to easily navigate through a crowded event.



Custom Iconography

Custom icons were created to maintain brand consistency throughout the app. The icons are meant to be simple yet easy to identify, while not overtaking the user interface.

Screen Shot 2018-12-11 at 8.22.58 PM.png


Understanding where the greatest pain points were helped to understand which issues to solve. Having the capability to go full-circle with transparent pricing was key to building a successful event ticket-buying app.




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