Charros - Ux Case study
Digitalization of box office and physical ticket for non tech people
Client
Charros de Jalisco - LMP (Liga Mexicana del Pacífico)
Role
UI/UX Design & Research
Los Charros de Jalisco is a professional baseball team based in Guadalajara, Mexico. They have secured four championships in total, two in the Mexican Baseball League (LMB) and another two in the LMP. Boasting a legacy since 1964, they're known as one of the top baseball teams in the Caribbean
About
Role
I was responsible for the visual aspects involved in digitizing the team's ticketing system, updating the app, enhancing the purchasing process flow, and designing a printable digital ticket that lowered the team's extra supply costs and reduced the number of people needing assistance at the ticket counter
Introduction
Charros de Jalisco, one of the major baseball teams in Mexico and the Caribbean, decided to initiate the process of digitizing their ticketing system during the 2017-2018 season in order to catch up with new technological trends and reduce overall team costs
While the transition was positively embraced and considered a success, it created two new issues that were resolved and will be explained in this case study
Problem
When the team's ticketing system was transitioned to digital, it was discovered that despite having their tickets on their phones, some users still preferred to have physical copies. This created two problems:
Some users would print screenshots, resulting in QR code sizes varying based on different screen resolutions
1.
There was an increase of people approaching the ticket office for reprints, leading to additional resource expenses
2.
Solution
Developing a printable version of the digital ticket that enables users who prefer having a physical copy to do so, without incurring in additional supply expenses for the team. It was essential to ensure that when printed, the ticket maintained consistency to guarantee smooth scanning of the entry QR code.
Result
An idea was devised to create a ticket in standard letter-sized format, which is something everyone typically has at home. This ticket would be printed by the user, sparing the team's resources.
The concept involved folding the ticket into quarters to ensure that the QR code was always positioned at the front, making scanning quicker and more efficient.
The remaining three sides of the ticket were used to incorporate additional elements that the team wanted to showcase. This included purchasing and payment information, promotional banners, and event-specific details.
Since only the QR code was required for entry, fold guides were added to the ticket, helping users fold the sheet in a way that kept the QR code visible at all times. This streamlined the event entry process.
By offering users the choice to print their digital tickets, the instances of people queuing at the ticket office for reprints were significantly reduced. This resulted in a ticket counter queue mainly consisting of future clients.
Final data
With the introduction of our electronic ticket, Charros de Jalisco managed to increase online ticket sales by 56 times.
As a reference point, the 2016-2017 season saw only 1,800 electronic tickets sold, while in the 2017-2018 season, 102,000 online tickets were sold.
Furthermore, the team was able to reduce waste and the use of box office tickets, saving a considerable amount of resources.
All of these measures resulted in a 31% increase in paid attendance during the regular season.