TicketSwap Onboarding
TicketSwap is a simple and fairly-priced marketplace for fans to buy and sell tickets for events. Ticket prices are capped at 120% above face value. I was tasked to reimagine their onboarding flow for new and returning users who have just installed their iOS app for the first time.
The problem
In the world of secondary ticketing, bad actors cause a lot of mistrust, TicketSwap is a safe platform that puts a stop to scammers and scalpers, so the tone of voice is needed to convey safety and trust while educating users.
The solution
A simple onboarding to help users start using TicketSwap
Business goals
Improve conversions from download to account sign-up
Improve the number of users who log in
To educate users on using TicketSwap
Target audience
A fan who has never heard of TicketSwap and has downloaded the application for the first time from the App Store
A fan who has heard about TicketSwap from a friend and downloaded the app from the App Store
A fan who has already used the TicketSwap website and is using the app for the first time
How I helped
Devised tone and voice guide
Created copy for clarity and tone of voice
Prototype
Tone and voice
In the onboarding process, TS needs to answer the user’s questions regarding the process of how things are done and build trust. It's easy to get into the logistics, how-to's, and the nitty-gritty details about the product.
However, that instructional copy comes later in the sell flow, buy flow and setting the event alert. Right now, we need to use this moment to keep it about the customer and show them what success looks like when using the product. While using plain language that can be easily localised.
When you take the messaging for the last three feature screens, I thought it was nice to have each one encompass one of the three brand characteristics: Fair, Safe, and Convenient
Selling = fair, Buying = safe, Discovery = convenient
H1: Welcome!
H1: The reason why I chose to change H1 to not include the brand name is because the user will already know the app they have just downloaded - it's taking space that could be used for a greater purpose. The brand needs to convey friendliness, warmth and trust right from the get-go, so let's welcome our new users to the experience. Using an emoji adds a personal touch that instantly relaxes the tone.
H2: TicketSwap is the safest way to buy and sell e-tickets
H2: Here is where we need to reinforce the brand’s offering, and the slogan does that nicely in my opinion. This app does exactly what it says on the tin, and meets the user’s goal, they're here to buy and sell e-tickets.
Button: Show me how
It's soft and simple. Putting myself in the shoes of the user: I need to accomplish a goal and I don't have time to waste. Adding an active tone of voice helps to trigger the user to click. The user should understand instantly from the element’s hierarchy that:
1. Subtitle: TicketSwap is a safe place to buy and sell e-tickets
2. Button: They're about to be shown a tutorial on how it works
3. Progress bar: it's going to be quick I think the tone is less abrasive than using something like 'Next' or 'Get started'. Like a friend is going to take you by the hand and walk you through the process. But it would be nice to test if a softer approach is more appealing than a functional one, or vice-versa.
H1: Selling tickets
H2: List tickets for up to 120% of face value. That keeps it fair for all fans. We tell you when they sell. Then you get paid.
I tried to keep this as short as possible while trying to hit the main points that the new seller wants to know. How much can I sell for and when will I get paid? It also conveys that after they list, all they need to do is wait for their money to roll in, which gives an air of ease and convenience. I chose the sunglasses emoji because, it conveys that it's cool and pays to be fair.
Label: Got it!
For consistency, I kept the same 1st person perspective as I did on the button on the 'About' screen. By having 'Got it!' it should trigger, I understand, what's next?' response.
H1: Buying tickets
H2: We verify all tickets. When you buy, we send you the tickets, then pay the seller. All you need to do is have fun at the event!
Reasoning: Buyers usually have questions about the integrity of the platform: “Can I trust this platform?” “Will the ticket work?” And “do I pay the seller directly?” So, this screen needs to convey the safety of the product and ease the user’s fears concisely.
I also thought it was a nice touch to add that they're going to have a fun time at the event and bring a bit of personality into the copy, without being overbearing. There was a moment when I thought about adding a line about ticket alerts if there are no tickets available. However, I think that may disappoint users before they've already begun - and it also assumes that there won't be tickets for their event when we don't know that.
In the onboarding, we should talk about the best-case scenario for using the product to increase sign-ups. I think talking about the safety of verifying tickets is a better use of the space to build trust.
Button:
Sounds good Just another variation of 'Got it' from the previous screen, to keep things casual and the tone consistent.
H1: Discover
H2 Browse upcoming events or follow your favourite artists to get instant event alerts and recommendations.
I chose to add the personalisation and instant alerts features because it removes the pain point of missing out on events. It also would help to improve the retention rate because there is a convenient added benefit of TicketSwap beyond buying and selling tickets, which is being up to date on events without having to use apps like Facebook. Everything is in one handy app.
Button: Sign up / log in
Sign up is universally known "to register; to create an account". Log in means to access an account you already have. As we don't know if the user is brand new or a previous user of the website - it's good to clearly and concisely allow both options. While keeping the language simple.
Button: Start exploring
As we don't know if the user is here to sell, buy or discover, the CTA to finish the onboarding needs to be neutral. With Start Exploring and the progression bar the onboarding is now over and it's time to play around with the app. Using a word like 'explore' compliments 'discover'.