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Entretien
We began our discovery process by reviewing the Southbank Centre’s existing purchase path with the web team. Having reviewed their funnels and their session recordings, it was clear there were various usability challenges in both the login & registration journey and the seat selection map, with both sections suffering from large drop-offs. User feedback also stated that the nature of upsells and fees was often confusing and alienated many of them.
We also reviewed data to understand how the existing site coped with demand and the nature of how visits occurred. We found that on a busy-day the Southbank website could attract over 49,000 visitors, much of these often at once, due to on-sales.
Our research into existing purchase habits and site usage showed how users often struggled with common tasks critical to success and how these were compounded by scale of demand, we distilled our findings into 3 core areas.
