Mark Pipher
Mark Pipher • Design Director UI / UX
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Red Bull Music Events: Evolving the Event Ticketing & RSVP Experience

HOW WE DESIGNED AN END-TO-END RSVP / TICKETING SYSTEM APPROPRIATE FOR A NEW PREMIUM BRAND & MODERN GLOBAL AUDIENCE

With over 700 Red Bull Music live concerts, festivals, lectures & events per year around the world, we needed a well thought out & versatile event page template to support marketing & ticketing for these widely varying events. Understanding that this page was the starting point for a bigger, premium brand event experience that’s a cut above your regular everyday concert, the pages for each event needed to reflect this while being flexible enough to support broad content needs & requirements.


THE CHALLENGE

Following an assessment of the current landscape of best-in-class ticketing platforms and a deep dive into data from previous iterations of our event pages, our research & requirements gathering informed us that every Red Bull Music event is a pretty unique experience & format, often times based around a concept, and culturally relevant to the local market. Therefore, each event’s format & communication needs could vary widely. The number of artists performing could vary from 1 to a dozen or more. Some events included hosts, DJ sets or special guests. Our user research & testing revealed that music fans appreciated specific details around the conceptual nature of the event, the performers, any terms or requirements for entry, and wanted easy access to venue info & driving directions in the maps app of their choice. Many also loved having access to our professional photos from the events.


OUR SOLUTION

I defined the overall vision, user experience & design of CMS-driven event pages that serve both as a marketing landing page for the event, and as a transactional service to quickly RSVP or purchase tickets for the show. We offer ample space for event teams to communicate the details of the premium experience & clarity around the performing artists. We opted to link venue addresses to Google Maps vs embedding a map in the page to accommodate our users’ needs. Any important info related to terms & admission is called out in a prominent red module on the page, versus being buried in a footer or hidden in a modal. After the event, the page adapts to become a historical archive of the event, showcasing photo galleries & editorial content surrounding the event & the artists which we drive to via social media & emails.

What I Did

What I Did

defined the overall consumer journey / conducted research + user testing / created user flows + wireframes / designed the UI, page templates + interactions / created a unified UI system

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Fast & Easy Access to Tickets

Fast & Easy Access to Tickets

As users scroll to learn more about the event & artists, the ticket button & vital info about the event pin to the top of the browser, following the user down the page.

3rd Party Ticket Provider Integration

3rd Party Ticket Provider Integration

Many venues require us to sell tickets through a specific preferred ticketing partner. To handle this gracefully, an interstitial is displayed informing users they will be redirected to a ticketing partner site to continue the transaction, and displays any necessary promo code or restrictions.

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Post Event Documentary Archive

Post Event Documentary Archive

After the event, the page evolves into a historical archive of the event. Professional photography from the show is viewable in the Photo Gallery, and editorial content, videos, live streams etc related to the event & the artists is also easily accessible further down the page.

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Quick, One Step Checkout Process

Quick, One Step Checkout Process

Everyone that RSVPs for our events is required to have an account, so we made it as painless as possible for music fans to get access to our events. Either sign in with a social account, or create an account with just a few bits of info about yourself. No credit cards, billing addresses or delivery options to choose from.

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