Created: 2017
Project: Identity and website redesign
Goal: Ticket Captain is a new secondary ticket website under the TicketNetwork business that originally lacked a brand and had a very unorganized website. The owners wanted better a visual representation of their company in order to improve reputability, gain customer trust, attract a young audience and ultimately generate more sales. They requested a full redesign of the website and a consistent visual identity for Ticket Captain.
My Role: Create the identity (logo, font usage, color palette), research, lay out the site's new structure with wireframes, and redesign the visual aspects of the website.
Constructing the Logo
Before diving into the website redesign, I created Ticket Captain's identity. With such a funny name, I couldn't waste this perfect opportunity to give it a nautical themed logo mark. On paper I sketched out a few different logos and decided to move forward with #4: the front perspective of the ship with a ticket stub for the sail.
Finalizing the Logo and Identity
The final logo represents the front view of a ship with a ticket stub for the sail and a pentagon for the bow. It has a modern, geometric style and I paired it with a strong logo font called FatFrank Heavy. The logo is the perfect combination of maturity and playfulness, which pairs well with the humorous name. I chose a red and blue color scheme because these colors are associated with nautical imagery. The logo and headlines on promotional material use the FatFrank Heavy font and the website displays different weights in the Montserrat family.
Rethinking the Website
I started the website portion of the project by understanding the problems of the original Ticket Captain website (above). The most glaring issue is that the website looks overwhelming and difficult to use. The content and imagery are too cluttered, making it difficult to focus. Ticket websites have a ton of content due to their nature, but in this case there could be a better way to display all the information to make the customer actually want to purchase from this site. My solutions for the website redesign were to organize the content into a card layout, implement the new identity and imagery, improve the hierarchy and establish consistency.
The Wireframes
I set up a consistent modular card system to display the site’s content. The home page features a slider that highlights a few of the top performers who currently have tickets on sale. It gives a brief description of the event along with a CTA button to purchase tickets. Below that are three columns for the top sports, concerts, and theater events, followed by a list of events near the user’s location. The right column is consistent on all of the applicable pages with the exception of the ticket listing and the checkout pages. This column contains information that will be helpful for the user across all steps of the ticket purchasing process: a detailed search widget, an about section, and a guarantee section. The sports, concerts, theater, and event specific subpages all have the same layout with a clean organized list of events that can be sorted according to location, date, and popularity. My branding will be applied to the checkout template that the company used for all of their other ticket sites, so there was no need for me to design screens for that part of the ticket buying experience.
The Final Mockups
For the last step of the project, I added the new Ticket Captain color palette and logo to the final mockups. During AB tests, it was proven that red buttons generated more sales than blue ones, so I kept all the primary buttons red. The imagery as well as the variety of font sizes and weights improve the hierarchy and organization that the old website lacked. It has a clean and simple navigation that highlights the top categories a user would need to search through. This all results in a much more pleasant user experience for customers who are searching and purchasing tickets. I handed off these mockups and assets to the development team that I worked with so they could build a functional version of my design.