Ticketwise - Online Sport Ticketing Platform

Crafting the first online ticketing platform in Iraq to help users easily grab tickets and enjoy events.

  • My Role
    Product Design
  • Team
    2 Product Designers
    1 Design Lead
    1 PM
    1 Tech Lead
  • Project Timeline
    Apr - May 2023
    (3 weeks)
  • Tools
Project Overview


Our company was approached by Qi Card, a leading electronic financial service in Iraq, to design an innovative online sports ticketing platform. In Iraq, traditional ticket purchasing is still prevalent, and digitalization is a relatively new concept. With the vision of promoting a cashless transaction system and seeking a better Iraq, Qi Card recognized the need to modernize the ticketing process and provide sports enthusiasts with a seamless and convenient way to purchase tickets for their favorite events.

The Problem

The traditional (offline) purchase of sport tickets in Iraq poses limitations such as limited accessibility, time-consuming processes, lack of transparency, scalability issues, and inconvenient payment.

The Solutions

Our project team developed an online sport ticketing platform that offers a user-friendly interface with clear navigation, seamless exprience and localized content. I created design solutions including interactive seat maps, personalized payment experiences, and QR code-based ticketing to ensure easy access at event venues. Additionally, the platform provided educational resources and support to help users confidently navigate the digital ticketing process.

Disclaimer: All views expressed here are my own and do not necessarily reflect the views of the respective company. Some design elements have been changed from the original. The name and branding were changed for this case study.

Solutions Breakdown

The solution in detail

How might we...

... transform the traditional ticket purchase experience in Iraq to online ticketing platform in a seamless and intuitive way?

— 01. Event Discovery

Global Search & Funtional Event Filter

  • Offer users a comprehensive and intuitive search feature that enables them to easily find events based on location, date, category, or team.
  • Assist users in easily narrowing down their choices by providing filters based on date range and club selection
  • Enable users to make informed decisions by presenting essential details on the event card, such as date, time, price, and location

— 02. Seat Selection

Interactive Seat Map & Filters

  • Enhances the user experience, simplifies the seat selection process, provides visualization and context, and increases user confidence through interactive seat map.
  • Users can easily pinpoint specific needs, such as promotional offers, VIP seats, seats with the best view, and seats within a certain price range, by utilizing provided filters.

— 03. Checkout process

Seamless & Informative & Personalized

  • Reduces friction and saves time by automatically populating relevant information such as participant info, payment info, users can complete their purchase more efficiently, without the need to manually enter the same information repeatedly.
  • Enhance the personalization of ticketing experience by suggesting merchandise related to users' interests.

— 04. Electronic Ticket

Hassle-free access & Mobile experience

  • Frictionaless entry by conveniently showing the QR code from the purchase history page or accessing digital ticket through email, SMS or mobile wallet.
  • Access the platform effortlessly on the go with its responsive design.
The Process

Crafting Solutions Behind the Scenes

To address the challenge, we began by defining the scope and success of the project before conducting primary research to understand the Iraqi market, including behaviors, preferences, and barriers to digital adoption. Working closely with the client's team, we gathered insights and aligned design decisions with their business goals. Through iterative prototyping and user testing, we refined our designs for a seamless and engaging user experience.

Step — 01

Design Challenge & Define Success

✦ Assumption & Design Challenge  

  • Low adoption rate of digitalization: When introducing a digital ticketing platform in the Iraqi market, we needed to consider factors such as limited internet access, low digital literacy, and the cultural context of the target audience.
  • Time constraints: As discussed with the client, we had a limited timeline of only 3 weeks for the project, which restricted our ability to conduct in-depth user research.

❖  High-level goals

After defined the project object tive with client through workshop, we defined some high-level goals for the online sport ticketing platform:

— 01
Streamline Ticketing Process

From browsing to storing, digital tickets should be easily accessible within the platform. The overall experience should be intutive and user-friendly.

— 02
Promote Digital Adoption

Educate and familiarize users with digital ticketing, encouraging the adoption of online platforms and the transition from traditional ticket purchasing methods.

— 03
Localize the experience

Customize the platform for the Iraqi market, considering language, cultural context, and local preferences, to deliver a personalized and relevant user experience.

— 04
Ensure security and reliablity

Establish a secure and reliable platform for transactions, ensuring the safety of user information and providing a trustworthy environment for ticket purchases.

✾ Design principle

To ensure the design solutions are aligned with the project's objectives and meet the needs of the users. I defined key design principles serve as a reference point for making design decisions, evaluating design concepts, and ensuring consistency and coherence across different aspects of the user experience.


Our solution should be accessible and user-friendly, enabling seamless goal achievement.


Users should be empowered to make informed-decision with confidence & trust.


Our solution should be scalable and extensible for future models and use cases.

Step — 02

Let's talk context

✦ Primary Research

With the assumption about the low digital literacy in Iraq, I started conducting market research to gain insights into the Iraqi sport ticketing industry, the current painpoints of traditional purchase process, and the preferences of the target audience.

Key Takeaways
Low Digital Literacy

With this finding, users may need an intuitive interfaces when accessing online platform


Arabs tend to be much more risk averse than other cultures so we need to instill trust across the exprience

Cash-based Society

Users may need to be educated about the benefits and convenience of digital payment methods

✾ Who 's purchasing?

Due to the time limitations of our project, we were unable to conduct in-depth user interview. Instead, I relied on proto-archetypes derived from my market research and understanding of the target audience. Additionally, I conducted interviews with Iraqi stakeholders and colleagues who are familiar with online & offline ticket purchasing to gather insights from their personal experiences.

Key Takeaways

At this point, I decided The Casual Fan would be a primary focus when it comes to solution generation. Here's why:

Strong User Base

By catering to their needs and preferences, the platform can attract a broader audience and maximize its reach.

Limited Digital Literacy

By focusing on this archetype, the platform can ensure accessibility and usability for users with varying levels of digital proficiency.

Value Convenience

By providing a seamless and intuitive ticketing experience, the platform can attract and retain football enthusiasts.

❖ Benchmarking

For benchmarking, I analyze established platforms like Ticketmaster, Stubhub and prominent football clubs (MU, Tottenham,...) and leagues (English premier league, La Liga,...) to understand existing practices, identify opportunities, and bridge any potential gaps in our pioneering online ticketing platform.

Key Takeaways

Here are some findings after listing out pros & cons of above platforms

White label solution

Most football clubs used white-label ticketing systems such as Seatlab, Ticketmaster

Interactive Seat Selection

Some advanced features and capabilities that allow users to select their preferred seats for an event such as 360° view, Interactive seat map,...

Intutive Navigation

Some key elements that enable effortless navigation include search functionality, a clear and organized menu, and event cards...

Step — 03

Brewing the ideas

✼ Ideation & Exploration

With the insights and priorities in mind, we started with mapping out the userflow to align the product's features and functionality with user needs. We then toyed with different versions of Lo-Fi before prensenting and gathering feedback to stakeholders. Seeking feedback at this stage helps to us and stakeholders focus on core concept and usability of the product without being distracted by visual details.

We primarily focus on the structure and design of the homepage since it serves as the entry point of the online ticketing platform. I recommended Option 3 to stakeholder for the sake of simplicity and the ease of navigation.

As the recommendation aligned with the goal and the needs of our user archetype, stakeholders agreed with the suggested design with only minor tweaks. With their approval, we then proceeded to the final stage.

❖  Visual brand identity & Hi-Fi Design

A completely new visual brand identity was established after going through moodboard exploration. I selected a round and familiar typography, complemented by an energetic yet friendly and trustworthy color palette, which embodies the spirit of Iraqi national football. Together with other designers, we developed the Style Guide before applying to Hi-Fi designs to ensure the consistent and coherent experience.

✦ A rehearsal

I then built a Figma prototype to test it with 5 target users to validate our assumptions before moving to development. We also run an in-house testing session with client's team & our project team to indentify frictions. The tests also brought about some learnings on user expectations:

  • Iraqi people are accustomed to simple interactions, which means they perceive the use of multiple dropdown filters to narrow down their choices at Upcoming event section as not user-friendly. The preffered having available options laid out visually.
  • Users expect to quickly see the upcoming event upon entering the homepage, rather than encountering a large, attention-grabbing heading that lacks helpful information for browsing or purchasing tickets efficiently.
  • Users find it difficult to concentrate on selecting a seat due to the page's complex layout. Apart from the interactive seat map, they are required to skim through information presented in two additional sections in order to gather more details and make an informed decision.
  • Users frequently bypass the tutorial, help documentation, and hints when they are presented with a section that contains an overwhelming amount of text.

✹ Iteration

Drawing upon workshop feedback and user testing findings, I implemented improvements while taking into account technical constraints and prioritized user archetype. Additionally, I revisited our design principles and high-level project goals to ensure that the iterated solutions align with our project objectives, technical constraints, and the needs of our users.

— 01
Simplify the design of the homepage heading and filters for improved visibility
  • Resize the heading to show more upcoming event content, ensuring the first row is visible above the fold for users.
  • Switch from drop-down filters to a visually intuitive single selection card type, facilitating users in effortlessly refining their selections.

Homepage Design before and after user's feedback

— 02
Streamline the seat selection layout for better experience
  • Minimize distractions during seat selection by eliminating the Filter Panel. Users can easily access filter options at the top, which include predefined selections and shortcuts to advanced filters
  • Reduce cognitive load by including the logos of both the away and home teams, aiding users in effortlessly selecting seats

Remove fritcions on seat selection page by improving layout

— 03
Visualize tutorials, help documentation for better experience

To enhance usability and cultivate user trust, we improved visual hierarchy and added descriptive images and icons into help documentation and tutorial elements throughout the platform. This approach empowers users to make informed decisions and bolsters their confidence in their selections.

Help & Documentation before and after user's feedback

✦ Arabic Language & Mobile Design

Given that the platform will be deployed in the Arabic Market, it is necessary to adapt our design for right-to-left languages (which is more challenging than it may seem). Moreover, recognizing the widespread use of mobile devices in Iraq, we have proactively developed a mobile design to ensure ease of visualization for both the team and stakeholders. Our design has been implemented with responsiveness as a key consideration from the outset.


It's a show time!

After finalizing the revisions, another designer and I have completed the prototype, encompassing both desktop and mobile versions, and including English and Arabic language options. We have also prepared the necessary hand-off documentation for development. The engineering team has effectively aligned their efforts with the product roadmap and prioritized tasks accordingly


The Impact

The development is currently in progress ( at the time of writting this case study). Consequently, we are unable to assess any impacts at this time. However, we have identified key metrics to track post-launch, such as the number of visits, adoption rate, successful completion rate, and other relevant factors.

Despite the status of project, the project received positive feedback during both user testing sessions and stakeholders' reviews, affirming our commitment to its progression

Next Step

Moving foward

  • Currently, we are in the development phase, actively collaborating with a white-label ticketing system to enhance the backend functionality. This includes implementing rewarding systems, as well as managing the issuance and overall management of tickets.
  • Plan for additional real-world testing once the product is released and establish key metrics for a successful launch.

What I learned

— 01
Working with Arabic in Design

This is not my first project of designing LTR language platform but I still felt there were a lot to learn when joining the project as designing for Arabic experience presents some unique design challenges including UX ( user's behavior & preference, cognitive load, trust issue,...), UI ( directional flow & mirroring) and content ( text style, numbers, text lenght,...).

— 02
Time management & Alignment

The project encountered significant time constraints, which led us to prioritize essential elements over superficial ones, such as feedback animations or micro interactions, at certain stages. Additionally, my experience on this project highlighted the significance of documenting design decisions comprehensively, as clients frequently raised questions and sought modifications based on instant ideas, cultural preferences. Having well-documented rationales proved invaluable in guiding conversations and ensuring alignment throughout the process.

Stay Wise, Have Fun

& thanks for reading!

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