Journey Mapping the Fan Experience
The ticketing industry has experienced many changes as the push to digital has reduced the need for physical box offices and paper tickets. Now the industry sits on the precipice of another change as technology is changing fans’ expectations for event entry and services.
Recognizing this evolution, W5 partnered with a premium American sports league to not only dissect ticketing’s current impact on the fan journey but also uncover opportunities to optimize and enhance future ticketing experiences.
As a foundational study, there were several project goals including identifying emerging trends in ticketing and event experiences, capturing hypotheses around the future of ticketing, and inspiring a future-forward perspective on ticketing possibilities within the organization.
To meet these objectives, W5 first conducted one-on-one interviews with experts who brought unique perspectives on how live event ticketing and experiences are evolving across categories and how technology is enhancing the experience. A review of ticketing and live event trends unveiled key themes in how entertainment companies, sports leagues, stadiums, and industry leaders anticipate using a ticket as a “key” or central point of access to a variety of customized experiences, services, merchandising, and partnership opportunities.
Leveraging this knowledge, W5 co-created journey maps with fans to understand key stages in their ticket purchasing journey, identify touchpoint barriers ripe for future innovation, and capture perspectives on future enhancements to the journey.
With a wealth of qualitative information, W5 then crafted a custom quantitative survey to understand top triggers, success/pain points, and barriers to capture platform awareness, engagement, and best-in-class practices. Data uncovered optimal occasions and media preferences that augmented fans’ ticketing experience and informed messaging opportunities and channels.
Lastly, W5 implemented the following Journey Map development process:
• Identify Touchpoints. Organize touchpoints throughout the ticket purchasing process, highlighting most frequent actions and behaviors
• Highlight Key Moments. Emphasize touchpoints that act as “thresholds”―defining moments that surprise and delight or act as barriers
• Add Emotional Layer. Show how emotions rise and fall throughout the journey
• Identify Opportunities. Highlight where the client can streamline or enhance the process to create a more engaging, easy, and delightful fan experience
W5 provided foundational, fan-centric insight around current and future ticketing experiences that drove drive strategic thinking within the organization and spearheaded a multi-year ticketing experience strategy.
Not all journey work requires a physical purchase or a check out button. Mapping an experience or service can also benefit from the framework of journey research. Interested in learning more? Feel free to email us at inquiry@W5insight.com to book a call. We’d love to hear from you!