In preparation for the relaunch of their Attraction Pass product, TopView Sightseeing needed an app that could integrate tickets from various attractions into a cohesive and user-friendly experience. The goal was to simplify ticket management while providing a seamless journey for users, from purchasing passes to redeeming tickets across different attractions.
Discovery Research
To identify key opportunities and set the app apart from competitors, I conducted thorough research:
• Competitor Analysis: I purchased passes from competitors to review their user experience, identify common practices, and uncover areas where the Attraction Pass could excel.
• Industry Trends: I explored apps that travelers frequently use, such as Airbnb and Viator, to understand industry trends and gather inspiration for intuitive product discovery.
• Product Discovery Inspiration: Since the app needed to support ticket purchases and product exploration, I researched best practices in e-commerce to ensure a smooth and engaging discovery process.
Key Challenges and Solutions
Integrating Ticketing Systems
One of the most complex aspects of the project was accommodating the diverse ticketing requirements of different vendors:
• Timed Reservations: Attractions like cruises, bike tours, and certain museums required reservations due to capacity limits.
• Dynamic Ticketing: Hop-On Hop-Off buses employed dynamic ticketing to prevent fraud, allowing tickets to be used flexibly during the pass's validity.
• Single-Entry Tickets: Some attractions offered single-use tickets that could be redeemed without prior reservations.
To address these challenges, I worked closely with the development team to design an adaptable system that supported these variations without compromising the user experience.
Preventing Missed Opportunities
A critical concern was ensuring users didn’t overlook required reservations, potentially missing out on attractions. To solve this:
• I incorporated clear reservation indicators in the app, with prominent buttons next to attractions that required booking.
• The design ensured users could easily differentiate between attractions requiring reservations and those offering flexible entry.
Designing for Flexibility
The final app design balanced the complexity of multiple ticketing systems with a simple, intuitive user interface. By syncing vendor requirements with user-friendly features, the app offered a seamless experience for travelers:
• Multi-Entry Dynamic Ticketing: Tickets for Hop-On Hop-Off buses were designed to accommodate flexible use while preventing fraud.
• Timed Reservations: Attractions requiring reservations featured clear calls to action, making it easy for users to secure their spots.
• Single-Entry Tickets: These were readily accessible, ensuring quick and hassle-free entry for attractions without reservation requirements.
Outcome
The revamped Attraction Pass app successfully integrated tickets from multiple platforms, providing users with a unified and intuitive experience. By addressing vendor complexities and prioritizing user needs, the app not only streamlined ticket redemption but also enhanced the overall travel experience for TopView Sightseeing customers.
