Buy tickets made simple
We recently designed and built a shiny new website for At-Bristol Science Centre with the aim to improve their online presence and reflect the exciting experience from a visit to the Centre. A key feature of the new website was an overhaul and streamlining of the ticket purchasing process.
I worked closely with Lucian, from our development team, to establish the best user experience solution whilst ensuring it would run smoothly with At-Bristol’s existing on-site ticketing software. Here are a few of the improvements we made in this one specific area of the site.
The journey in
During workshop sessions we ran through dozens of user journeys with help from the experienced At Bristol team.
A common journey would be one of a browsing nature. Someone is thinking about visiting the science centre but would like to have a look at what’s on before they make their decision. On arrival to the new website the events are very prominent on the homepage and there is a clear call to action to “What’s on” in the main header.
Depending on the user, the ticket buying process may start before arriving at the website. Some people will already know they want to buy tickets and will therefore be on the website specifically to complete that one task. “Right, kids” they might say, “Let’s go to At-Bristol tomorrow, I’ll book the tickets online!” It’s easy, they just have to click the clear red “Buy tickets” which appears in the main header.
If you are particularly interested in an event, ice skating for example, and you hit the “Buy tickets” button directly from the ice rink page - the website has been designed and built in a way to know where you are coming from and surface that ticket type to the top of the page. So you can start by selecting your ice rink tickets and then proceed with the rest of your booking. Clever.
The booking process
There were several challenges to consider when we were creating the “Buy tickets” page. We made the most of the full-screen design carried through from the rest of the website, whilst ensuring the forms were simple and intuitive to use.
There is a lot more to At-Bristol than just turning up and exploring the regular exhibits! There are planetarium shows, special events and even ice-skating in the winter season. You don’t want to miss out on any of these extras so we made the most of the spacious design with comprehensive cross-selling; you have everything you need in one place without being taken away and distracted from the task in hand.
Behind the scenes
Not only did this part of the new website have to satisfy visitors’ needs, but also the needs of the At-Bristol team; What happens behind the scenes on this page is the clever bit. The page Lucian built talks to At-Bristol’s on-site ticketing system, so if they add a new ticket / event on-site, the website will automagically update, without them having to login to the content management system at all!
Our aim with the new Science Centre website was to produce something that was a simple yet engaging experience for visitors and the At-Bristol team alike. The key to achieving this was to investigate a number of user stories; understand tasks people would want to be carrying out when they visit the website, and from this, carefully piece together the puzzle that makes up the final design.
At Gravitywell, we have a strong relationship between the design team and the development team throughout the whole process ensuring that we deliver beautiful yet robust solutions we can be proud of.