UX Research

Sketch App





Ella Kaplan

Dave Wexler

Judith Jaroslavsky


Ticketing platform that sells best-priced tickets to live, cultural events for last-minute


TimeOut New York










1. research

The problem

or the opportunity?

There are so many events that are happening in New York City. Event-related businesses tend to lose money when they don’t sell out their events, and ticket-holders who can’t attend an event find it difficult to resell and recoup the cost. Additionally, consumers have very limited options to get tickets to an event last-minute.


How might we connect fans who want to get tickets to events that can adapt to their last-minute schedule with businesses who have leftover tickets and other people who can no longer go to events they have tickets for?


The perfect match

with TimeOut NYC

Now you may wonder why we think that TimeOut is the right fit for this problem… TimeOut’s strong credibility paired with the resources they already have provides a great opportunity to further the company’s mission of inspiring and enabling people to make the most of the city.

Competitive Matrix

helped us discover the true value of what the company really stands for

Some of our insights were that TimeOut New York exists under its umbrella company, TimeOut Group. Together, TimeOut has both a global and local experience by being part of a big community spanning the world but still focusing on single cities through their location-specific entities.


There are not many local companies doing both discovery and selling of tickets as their core activity; they usually focus only on one thing. TimeOut combines many different features that are available in the industry: selling tickets, special offers, discovery, and original content.


2. Synthesis

Affinity Mapping

to synthesize the information we gathered

After conducting 5 interviews with people living in the city and attending frequently to events we got to the conclusions that there is more than one variant on this problem.

Other than the amount of events and the limited time to attend to them, we found out that people usually miss events for unexpected reasons, and can’t find a trustworthy place to resell their tickets to other fans, at the same time not all of the business sell out their events and are left with leftover tickets.

So that’s when we started thinking HOW, how can we help this 3 parties to benefit from each other. Connecting fans who want to get affordable tickets to events last-minute with businesses that have leftover tickets and people who can no longer go to events they have tickets for.


representation for potential users of this product. Based on our research and the data recollected


User Journey

for the potential person that would use the app

The journey of the user based on certain scenarios, how their interaction with the product would be inside and outside of the app. Which situations led them to go inside and use it, go out and what do they do in-between. 

User Journey Map.jpg

Feature Analysis

different features & additions TimeOut have compared to its competitors



Design Studio

rapidly sketched ideas of the prototype on the table

With all of our possibilities in front of us, we needed to prioritize what was essential for our MVP (minimal viable product). We organized all of the possible features based on their effort level and on their importance for this first draft, in what we call a feature prioritization matrix.

After deciding our essentials we started sketching the first drafts of our prototype.


Mid-fi Wireframes


Usability Testing

mid-fi wireframes

To test the first prototype of our app we performed five usability tests with people that live in NYC and regularly attend ticketed events. 


Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. The tasks we gave to the users were based on the goals of our primary persona, Rebecca.

Task #1

70% Completion

Avg: Time on task: 1:15

Avg Easy Rating: 1.7

Task #2

100% Completion

Avg: Time on task: 0:35

Avg Easy Rating: 1.4

Task #3

100% Completion

Avg: Time on task: 0:14

Avg Easy Rating: 1

Hi-fi Wireframes

hi-fi wireframes.png

Usability Testing

hi-fi wireframes

After incorporating the results of round 1 into a high-fidelity prototype of our app, we performed a second round of five usability tests with people that live in NYC and regularly attend to events. 

Task #1

100% Completion

Avg: Time on task: 1:20

Avg Easy Rating: 1.9

Task #2

100% Completion

Avg: Time on task: 0:33

Avg Easy Rating: 1.4

Task #3

100% Completion

Avg: Time on task: 0:13

Avg Easy Rating: 1.4




for TimeOut Tix-In digital product

We performed several research techniques to both identify the problem we wished to solve and to ensure that the product we designed met the needs of our users. Initially, we discovered that while TimeOut’s ticket vending system was up to par with industry standards, people did not generally utilize that system for ticket purchasing. After discovering the existing frustrations in reselling tickets and finding tickets last-minute, we designed and built a prototype to allow users to resell tickets they have and buy tickets to events right up to the time of the event.


With the prototype built, we conducted usability tests to assess the performance of our app. The results indicated that users found the system easy to use, but they were missing the key value add of being able to resell and buy last-minute. We made changes to app, including limiting the purchasing window to 48 hours before the event, and retested, resulting in success: users not only understood the value of the app, but they expressed great enthusiasm for what it allowed them to do.

The Prototype

a simulation of how the app should work! check it out, click on the iPhone X

  • linkdn copy
  • dribbble copy
  • behance copy
  • instagram copy