Research
Defining the Product: A Vision Beyond Just a Ticket
We recognized the limitations in traditional ticketing experiences early on. Most ticketing solutions simply offered a barcode, but we envisioned a tool that would engage fans before, during, and after the event. The goal was to make every ticket an all-access pass to a streamlined, delightful event experience.
Conducting User Research: Listening to Our Fans
We kicked things off with extensive user research. By interviewing fans, running surveys, and analyzing in-app usage data, we gained valuable insights.
One of the key findings was that fans often found it cumbersome to find details day of, know how to get to the venue, and order food and beverages during an event due to the hassle of using a separate app and the dread of long wait times.
Process
Ideation: The Blueprint for a Better Experience
With these insights in hand, our UX team started brainstorming features that would be of genuine value to our users. We sketched out a series of widgets that could be tailored to the venue and the event type. Each feature aimed to address a specific pain point—from providing dynamic weather updates to helping fans book a Lyft home.
Validation: Rally Beta Takes the Field
To validate our ideas, we launched Rally in Beta. The Cleveland Cavaliers, a partner of ours, were among the first to adopt Rally’s features. They introduced the “Fahrenheit Mobile Locker Room,” in collaboration with Aramark, that allowed fans to order directly through the SeatGeek app. The results were promising, marked by high adoption rates and favorable feedback.
Prototyping: Refining the User Experience
We knew the Beta version was just a starting point. Guided by user feedback, we iterated on the initial designs, fine-tuning each widget and interaction. We conducted multiple rounds of A/B testing to ensure we were moving in the right direction.
High Fidelity Designs
The Impact: A Win for Everyone
The reception to Rally has been phenomenal. Not only have fans embraced the added convenience and personalization, but venues have also benefited from new revenue streams and data-driven insights.
