After starting my career as the lead designer at Dutch startup Floorplanner, I took the leap and co-founded HolyTicket. With HolyTicket, we built an easy to use app for music venues to manage their events and make an evaluation of the success of their events based on data. As anyone who has ever worked within a small team knows, at a startup you fulfill many roles. Among others, I was HolyTicket’s product designer.
Where to add value
In the live music industry a lot of different departments and people are involved when organizing an event. Because of this, information got lost.
HolyTicket’s mission was to solve this problem by offering a single online workspace for everyone involved. This way, the staff planner can see a sudden spike in ticket sales and make sure enough people are scheduled to work that night, while the bar manager gets a chance to place an extra order of beverages.
With all the information available in the HolyTicket platform, we were able to built a dashboard with the key performance indicators. This proved to be a valuable tool for management to make informed decisions based on actual data, instead of their gut feeling.
It all starts with ticketing
One of the most important metrics for a music venue are the ticket sales. Whether you work as the promotor, staff planner or security guard; you need to know how many people will visit an event.
Not only are the ticket sales important as a metric, it is also a perfect business model for HolyTicket. When dealing with ticket sales, there are several aspects we had to take into account:
To offer ticket buyers the most simple buying experience possible, I designed a checkout that left out most of the usual info asked when buying a ticket. HolyTicket only asked for an email address, the amount of tickets and a bankaccount. The customer was then directed to their banking environment to pay. Once the payment was accepted, she got an email with the tickets.
Point of sale
Not all tickets were sold in the online presale and therefore a Point of Sale (PoS) was needed. I designed the PoS with a touch interface in mind.
Checking the tickets
When scanning the tickets at the venue, the scanner’s screen would turn green or red and make an additional 'pling' sound for a valid ticket or a 'beeeep' sound for an invalid ticket. The scanner was also optimized for a touch interface, hence the big text-buttons.
Venues often work with a lot of young part-time employees who like to plan their shifts on the go, and preferably on their phone. So I decided to offer a scheduling interface familiar to most requiring only a short moment of attention.
By conducting user interviews we discovered that employees care about more than just the date and time when scheduling their shifts. They also like to know who else is working as well as which artist is performing.
In the end, it's all about money
Venues get a lot of invoices that need to be approved by at least two people. Before HolyTicket, piles of invoices would be passed around waiting for a signature (or to get lost). We saw an opportunity to add value in optimizing this workflow, while simultaneously offering a financial analysis.
We built an invoice approval interface. By taking a thorough look at the old process, I discovered that people often had questions about an invoice that prevented them from quickly approving it. In our invoice approval module we accommodated this need by implementing a comment function.
Since we united every department in one single workspace, a lot of data became available. As a result, HolyTicket was in the unique position to offer a complete insight of the costs and profit per event.