Riccardo Biasibetti

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SAP Event Ticketing Simplifying

The SAP Event Ticketing App streamlines ticket management, customer interactions, and event processes for seamless and efficient operations.

Research UX

Project Overview

The SAP Event Ticketing system is a vast and powerful software solution that enables event planners to manage all relevant aspects necessary for the organization, planning, and execution of events.

The Solution

Through a comprehensive research project and concierge testing, we identified key user pain points and areas of opportunity, enabling us to simplify the SAP Event Ticketing App and address primary struggles in usability.

Unfortunately, I cannot disclose details of this project. If you would like to know more, please contact me to arrange a meeting.

Client

SAP

My role

User research, co-creation workshop organization + moderation, wireframing and documentation of the project

Tools

Design Thinking, InDesign, Illustrator and Sketch

Platform

Web based application

Timeline

2017 (3 Months)

The Process

Research on the topic and observation of stakeholders and customers

Mapping the user journey to identify interaction touchpoints within the service

Conducting interviews with stakeholders and customers, both onsite and remotely

Identifying pain points, mapping fields of opportunity, and defining personas for ideation

Co-creation session with project owners, managers, and developers to share personas and customer pain points, serving as input for ideation on solutions

Design wireframes based on workshop outcomes and key areas of opportunity identified through user insights

Documentation of the research process, usability analysis, pain points, fields of opportunity, co-creation session, and wireframing outcomes

Fields Of Opportunity

I organized the user feedback collected during the interviews to identify opportunity areas. By employing various synthesis frameworks, I extracted key findings and clustered them into topics worth exploring further. These opportunity fields represent insights or focus areas where improvements in concepts, features, or usability can be developed.

Co-creation session

After identifying a set of six opportunity fields, I organized and facilitated a workshop with my colleagues. During this session, two teams brainstormed potential solutions to address the pain points of our customers and personas.

The ideas generated by the teams during the co-creation session were subsequently translated into wireframes and incorporated into the documentation. These concepts aligned with the session's goal of simplifying the usability of the ET system, with each idea focused on providing users with a clear and intuitive way to navigate and interact with the system.

Conclusion

Shortly after completing my advanced track at the d.school in Potsdam, I took on this project to reinforce the lessons I learned during my two semesters there. The experiences from the d.school equipped me to tackle this significant challenge.

For three months, I focused on researching and translating the issues users faced while operating the SAP ET system. To gain deeper insights, I conducted both remote and onsite interviews with users. I was surprised to find many users struggling significantly with the system.

One interview, in particular, stood out. A woman in her late 50s had been using the ET system without any formal training, making her job considerably harder. When I asked her how she managed problems or interruptions while using the system, she revealed, "I’ve compiled all procedures and problems I've encountered into a folder." She then pulled out a thick folder filled with hundreds of pages of screenshots and notes 😳😓.

This experience underscored the importance of user feedback—not just for improving products, but also for keeping stakeholders, like management and developers, informed about user experiences. User feedback should guide management and development teams in making informed decisions to refine products, making them more appealing and user-friendly.