Happen
Mobile app
Improving the user experience in ticket sales apps and platforms
UX Process
Inicial Desk Research
The user experience and usability of ticket sales platforms was the main focus of this project. It was observed that current models are outdated and often fail to meet users’ needs in solving common issues. As a result, these platforms present clear opportunities for improvement through the application of enhanced design features and user-centric solutions.
To begin, a desk research approach was conducted to better understand the industry, its market share, and unique characteristics. This allowed the project to establish a solid foundation, identifying the Brazilian entertainment marketas its primary area of focus.
Market Context
The events sector in Brazil shows positive expectations for growth starting in 2023 and beyond. Since 2020, the industry has been one of the hardest hit by the COVID-19 pandemic, accumulating estimated losses of R$230 billion, according to ABRAPE (Brazilian Association of Event Promoters). However, signs of recovery began to emerge in 2023.
According to a study by American Express Global Business Travel, which surveyed 583 professionals in 23 countries, the sector is expected to regain its pre-pandemic momentum within 2 to 3 years.
Government Support & Economic Impact
In addition to global recovery trends, Brazil’s internal landscape is also favorable. In 2023, the newly elected Lula administration prioritized investments in culture, reinforcing national support for the entertainment industry.
In a recent interview, Doreni Caramori, president of ABRAPE, highlighted the sector’s positive contribution to national GDP growth. According to IBGE (Brazilian Institute of Geography and Statistics), Brazil’s GDP grew by 0.4% in Q3 2022, largely driven by the services sector (1.1% growth), which represents around 70% of the economy.
“This result outperformed even the industrial sector, which grew by 0.8%. Event promoters are investing across the country, involving tour operators, bars, restaurants, general services, private security, accommodation, and more — all of which help boost GDP above average,”
said Doreni.
“It’s important to emphasize the social impact of this movement, as it creates jobs quickly and benefits cities and regions outside major urban centers, where local economies are heavily linked to events.”
Market Outlook & User Challenges
As previously noted, the events and cultural sector plays a significant role in the Brazilian economy, generating local economic activity, both formal and informal employment, and driving demand in adjacent sectors such as infrastructure and urban mobility.
Given this context, the outlook from 2023 onward appears promising. Some of the world’s largest festivals are scheduled to take place in Brazil, and this trend shows no signs of slowing down.
With saturated markets in North America and Europe, Brazil and South America are emerging as profitable and attractive alternatives for global events and entertainment companies.
As a result, major international concerts and festivals — which typically overload ticketing platforms at launch — are becoming increasingly common in Brazil.
Flagship events like Lollapalooza, Rock in Rio, Tomorrowland, and large-scale tours such as RBD and Coldplay, consistently rank among the top sources of user complaints.
And those complaints are justified.
Common issues include:
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Lack of transparency in the sales process
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High ticket prices
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Unstable or slow platforms
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Complex exchange and ticket transfer systems
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Poor customer support, among others
Key Questions
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How might we improve the ticket sales experience to increase user satisfaction, trust, and reliability?
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What aspects of the current transaction flow are most frustrating or confusing to users?
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How might we expand the platform to offer more value beyond just ticket sales?
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What additional features would users find useful before, during, or after purchasing a ticket?
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Would users be interested in a more integrated experience — such as combining ticketing with planning, social interaction, or personalized recommendations?
Benchmark Overview
With the market context, opportunities, and key problems already identified, we now examine how ticket sales are currently managed in Brazil. The rights holders for event and show ticketing — commonly referred to as ticketing companies or “ticket offices” — provide digital platforms through which tickets are sold to the general public.
There are numerous competing companies in this space, all vying for the best sales opportunities, with the goal of maximizing both profit and the number of users registered on their platforms.
The main brands/companies that perform this type of service in Brazil are:
Eventim - eventim.com.br
Eventbrite - eventbrite.com.br
Ingresse - ingresse.com
Ingresso Rápido - ingressorapido.com.br Sympla - sympla.com.br
Ticketmaster - ticketmaster.com.br
Tickets for Fun - ticketsforfun.com.br Tickets360 - ticket360.com.br
Reputation Analysis of
Major Industry Players
It is relevant to analyze the leading companies in the ticketing sector and their respective reputations, particularly through platforms like Reclame Aqui, which reflects customer satisfaction and complaint handling in Brazil.
Some companies stand out positively for maintaining a good relationship with their users, while others show a lack of commitment to customer service, with poor or even non-existent response rates.
On the other hand, it’s worth noting that a strong market presence may still be maintained by companies that offer a solid user experience, even if they fail in customer support. In such cases, good usability and platform performancemay justify their large market share.
Below is a review of the best-performing platforms based on user feedback, focusing specifically on the mobile app experience.
Sympla
The platform presents a clean and well-organized layout, with varied banner formats and sizes, contributing to a visually dynamic experience.
Once the user registers, the experience becomes slightly more personalized, with access to features such as “previously viewed” content and favorites.
However, personalization could be further improved to better reflect individual user behavior and preferences throughout the journey.
Ingresso Rápido
The interface is confusing and overly complex, making basic interactions difficult for users.
Key readability issues include the overlay of text on images, especially where titles are placed directly over background images that already contain text, resulting in poor legibility.
The category menu appears outdated, with unnecessary overlaps and nested structures that hinder intuitive navigation.
Additionally, the current UI design may pose accessibility challenges, particularly for users with visual impairments or cognitive disabilities, as it lacks proper contrast, clarity, and consistent structure — all essential for inclusive design.
Ingresse
Ingresse features a minimalist yet fluid layout, offering a generally smooth navigation experience.
Its use of regional categorization and geolocation is well-implemented, helping users discover relevant events based on their location.
The slider gallery functions effectively but becomes repetitive and burdensome when overused, leading to a less dynamic experience over time.
One notable shortcoming is that user registration offers no added value to the experience. After signing up, the platform does not personalize the journey or unlock exclusive features, making the process feel unnecessary from a UX perspective.
Evenbrite
The platform places strong emphasis on usability and user experience.
It offers a user-friendly welcome screen, combined with a simple, intuitive, and straightforward layout that allows for easy navigation.
Icons are concise and visually representative, contributing to a clean interface and quick comprehension of actions.
Once the user registers, the experience becomes more dynamic and personalized — allowing them to save favoritesand engage in features that simulate aspects of a social network, enhancing user retention and interaction.
Conclusion
It is clear that some ticket sales platforms outperform others when it comes to usability and user experience. However, none of the platforms analyzed fully meet all user needs in a complete or integrated way.
Still, it’s encouraging to observe that certain companies are gaining visibility and receiving more attention from developers and investors, pointing to a growing awareness of the importance of improving the user experience.
There is tremendous potential for innovation in this product category. The possibilities for implementing new features are vast — but there’s still a long way to go before we see truly revolutionary solutions that put the user at the center of the product.
App Store reviews reflect this landscape well.
They reveal which platforms are perceived as more innovative and intuitive based on real user interactions, and help identify the most positively received experiences in the market.
Beyond usability, it’s important to note that the current market environment is highly favorable for this sector. The events industry in Brazil is expanding rapidly, with significant growth and ticket sales opportunities projected for the coming years.
Users are loyal and engaged, often spending hours in virtual queues to access tickets — and they expect a high-quality, seamless digital experience in return.
Meanwhile, platforms are technologically evolving, but there is an urgent need to accelerate innovation and move beyond outdated systems.
The next step is clear:
Put the user at the center, test new features, rethink the experience — and, perhaps, take the first real step toward meaningful change.
User Research
After defining the problem and identifying key insights within the sector, a research plan was developed.
The goal at this stage was to validate the initial findings and test any outstanding assumptions or doubts by placing the user at the center of the process and using individual experiences to guide the development of the project.
Methodology
Two types of research methods were chosen to ensure a more complete understanding of the user experience:
1. Quantitative Research (Surveys)
A structured questionnaire was created with the aim of reaching as many participants as possible.
The goal was to generate data-driven insights and statistics that could support broader design directions and validate early hypotheses.
Research Objectives
The main intention of this phase was to assess whether the insights gathered during desk research were accurate and relevant, and to use real user behavior and feedback to inform the next design decisions.
2. Qualitative Research (Usability Testing)
A more in-depth and observational approach, where users were invited to interact with the product or a prototype.
These sessions allowed the team to capture detailed feedback, understand pain points, and gain rich qualitative insights based on real usage scenarios.
Questionnaires
The goal of this stage was to validate or challenge the insights gathered during the desk research using a quantitative approach.
The intent was to explore potential problems, uncertainties, or new insights not previously identified, and to collect in-depth data that would inform every aspect of the project moving forward.
An 18-question survey was created using Google Forms and was available to participants from May 2 to May 5, 2023.
A total of 45 people responded to the questionnaire.
Questionnaire Conclusion
To begin, it’s important to analyze the user profile of those who participated in this research.
The majority are residents of southeastern Brazil, aged between 26 and 33, with higher education backgrounds and regular access to mobile devices in their daily routines.
These participants tend to prefer staying home, engaging in activities such as watching movies, series, or playing video games. When they do go out, they usually visit familiar places or go to bars and restaurants.
Event Attendance Behavior
When it comes to live events, 60% of respondents said they attend concerts 1 to 3 times a year. When combined with the second-largest group, the data shows that 86.7% go to concerts up to 6 times per year.
Given a 365-day year, this reveals very limited engagement with live music, averaging only a few days of attendance annually.
Still, 77.7% of users said they would buy tickets to see their favorite artist, though 44.4% would need to plan the purchase in advance.
This indicates a need for better communication, timing, and promotional strategies around ticket sales.
User Behavior and Attitudes
All participants identified themselves as fans of a specific artist or musical genre. However, their behavior leans more conservative compared to more “fandom-driven” profiles. Most are not willing to go into debt, spend hours in virtual queues, or go to extremes to secure tickets.
Perceptions of Ticketing Platforms
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Most recognized platform:
Sympla (48.9%), followed by Ingresso Rápido (17.8%).
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Top priority for improvement (when choosing just one):
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Fair and transparent ticket sales – 51.1%
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Simple and useful layout – 35.6%
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Centralized experience in a single app – 11.1%
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Main Barriers to Purchase
(Multiple selections allowed)
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High ticket prices – 68.9%
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Lack of information – 46.7%
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Technical issues with the sales platform – 26.7%
Top Frustrations (On the Platform)
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Lack of transparency during purchase – 40%
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Lack of personalized experience – 37.8%
Top Frustrations (At the Event)
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Lack of organization, long lines, and high prices of food and drinks were the most frequently cited issues.
Desired Features in a Ticketing App
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Queue-free bar – 66.7%
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All-in-one event app – 64.4%
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Event news portal – 42.2%
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Social networking features – 35.6%
Open-Ended Feedback – Key Insights
When asked to describe previous negative experiences, participants mentioned:
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Delays and issues during the purchase process
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Problems with virtual queues
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Lack of event or ticket information
When asked for improvement suggestions, the most common ideas included:
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Eliminate the need to pick up online tickets in person
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Improve event promotion
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Create personalized interfaces
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Improve organization and transparency in sales
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Simplify layouts to prioritize key information
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Enhance the queue and sales process
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Unify features into a single app
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Add new features aligned with user needs
Key Insights
The research revealed a high level of user dissatisfaction with ticketing platforms in general.
From event promotion and ticket pricing, to the search and purchase process, and even in-person experiences like queues and poor venue infrastructure — pain points are present throughout the entire journey.
A critical finding is that ticket prices are the primary factor discouraging people from attending live events.
Usability & Interface Needs
From a usability standpoint, it’s clear that improvements are needed in the following areas:
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Search accessibility: Users find it difficult to filter and locate events efficiently.
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Layout and buttons: Interfaces need to be more intuitive and responsive, especially on mobile.
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Fairness in high-demand ticket sales: Competitive ticket releases must be clear and transparent, ensuring users in the queue understand their position and feel confident they will secure a ticket once they reach the purchase stage.
Content, Communication & Personalization
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Information delivery needs to improve: Users expect more proactive communication, such as push notifications with updates about events they are interested in.
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Personalization is lacking: The platforms should offer tailored recommendations and experiences based on user behavior, preferences, and history.
Innovation Opportunities
Participants also suggested several ideas to enhance their experience and streamline operations:
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Queue-free bars: Enable in-app ordering and mobile payment to reduce physical lines at events.
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Smart features: Tools like real-time bathroom availability tracking could improve comfort and satisfaction.
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All-in-one event hub: Centralize access to all events in a given location within a single app — allowing users to discover, follow, and stay informed about everything happening in their region.
At the final stage of the ticket purchase journey, the platform could still redirect users to official sellers, but discovery, browsing, and planning should be fully integrated in one place.
Usability Test
An online usability test was conducted with real users using a structured research script.
Method
The test involved three selected participants, chosen based on criteria aligned with previously defined personas.
Each user was asked to perform specific tasks using a low-fidelity prototype, shared via a Figma link.
Process
Participants were instructed to complete the assigned tasks described in the test script.
During the sessions, it was essential to:
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Observe user behavior throughout the interface
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Monitor the navigation flow and decision-making process
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Encourage participants to verbalize their thoughts and express their feelings about the experience
This approach allowed for deeper insight into usability issues, pain points, and opportunities for improvement based on real user interactions.
Prioritization grid
Personas
The goal is for the app to feel familiar and approachable, like a friend inviting you out on a Saturday night. This friendly and humanized tone helps build trust and emotional connection, making the user experience more engaging and relatable.
Product Personality
After a detailed study of different personality archetypes — combined with the analysis of the target user base — a set of personality traits was defined for the application. The communication style is built around a tone that is irreverent, casual, and playful.
UI Process
Each element was designed to strengthen the connection between the interface and the user, aiming to address and solve the key issues identified in the market throughout the research phase.
Every component — from logo usage, color palette, typography, to iconography and tone of voice — was crafted to communicate clearly, resonate with the target audience, and ensure a consistent and accessible experience across all touchpoints.
After an extensive process of research and data analysis, the findings were finally translated into the visual design of the product.
Here, every detail — from spacing to buttons — was carefully crafted with the user in mind.
Brand Assets
The brand assets were designed to align with the defined personas and to promote accessibility and inclusivity across all visual and verbal elements.
Product Mapping
The product mapping was developed primarily based on insights gathered through usability testing.
Its structure was designed to minimize the time required to perform key actions and reduce the number of interactions or steps needed to access the most essential functions.
By prioritizing efficiency and user flow, the mapping ensures that the platform is more intuitive, responsive, and aligned with the users’ real needs and behavior patterns.
Medium Fidelity Prototyping
High Fidelity Prototyping
Welcome and Sign-Up Flow
The welcome screen was designed based on the project’s visual identity. Its purpose is to be friendly and inviting, clearly communicating the product’s core value proposition from the first interaction.
The sign-up flow was structured to be as simple and non-intrusive as possible, minimizing friction and user fatigue. The steps are clearly indicated through step counters, and only essential information is requested throughout the process.
In the final step, the user is asked to select their areas of interest, allowing the platform to personalize their experienceright from the first session — tailoring content, recommendations, and features based on user preferences.
For You (Homepage)
This is where one of the users’ biggest pain points is transformed into a solution.
Here, personalization becomes tangible, turning into something concrete, functional, and dynamic.
All the content the user interacts with — from interests selected during onboarding to navigation behavior — is continuously captured and used to enhance and tailor their experience, making it as relevant, personal, and unique as possible.
The homepage becomes a reflection of the user’s preferences, creating a sense of familiarity and control, while also offering content and features that evolve based on ongoing usage.
This means intuitive navigation, smart suggestions, and a responsive interface that supports the user’s intent without friction.
These areas must remain functional, fast, and reliable, serving as essential tools for completing actions and managing the user’s experience.
Search and Wallet
Accessibility and usability are the key principles guiding the design of these two screens.
When users access either the Search or Wallet section, they are typically looking for something specific — whether it’s an event, a transaction, or a ticket.
It’s the product’s responsibility to ensure that the desired content or function is delivered quickly and clearly, exactly when the user needs it.
By surfacing relevant content — from upcoming events to popular activities nearby — the Discovery section becomes a dynamic space that keeps the experience fresh, engaging, and socially connected.
Discovery
Discovery is one of the core pillars of the product experience.
It plays a key role in helping users connect with new people, explore events, and broaden their horizons beyond their usual preferences.
This area is designed to encourage exploration and engagement, allowing users to discover new possibilities and stay updated on what’s trending in their location.
Profile
The Profile area serves as the user’s personal hub within the platform.
It brings together key features in one place, allowing users to easily manage and track their activity.
From here, users can:
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View their followers and following list
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Access saved events
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Review recent activity
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Update personal settings and preferences
All actions are designed to be performed with just one click, ensuring a simple and efficient user experience.
Event Page & Buying Process
This is another point where a common pain is effectively addressed.
The event purchase experience — often marked by confusion, lack of transparency, and unnecessary complexity — is reimagined here to be simple, fluid, and user-centered.
By ensuring that all essential information is clearly presented, users are empowered to make informed decisions without frustration or doubt.
The entire buying process is designed to be:
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Streamlined — reducing friction at every step
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Cohesive — visually and functionally aligned with the rest of the platform
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Transparent — offering full clarity on ticket details, availability, pricing, and policies
With this approach, the product transforms one of the industry’s biggest frustrations into a seamless and satisfying experience.
