Innovating with ticket returns: How Shakespeare's Globe and Action Links developed a self-service solution that maximises revenue and drives efficiency
Information
All too often in the world of online service design we see the user experience compromised. Through efforts to ensure a user can complete all the many necessary steps we require of them, the UX of these journeys ends up becoming clunky, convoluted and just plain confusing. So how can we balance the two? Are there ways to unlock complex functionality for users to interact with, that also feels easy to use and has seamless UX? Does ‘complicated’ always have to mean hard-to-use and ugly? This session will unpack a collaboration between community member Shakespeare’s Globe and technology partner Action Links, that explores this challenge. Starting by understanding the direction of the Globe’s overarching digital innovation strategy, this case study led to an inventive new way of pushing the service design of self-service ticket returns to maximise additional revenue whilst also streamlining staff workflow efficiencies. Returning tickets online has, until now, always been challenging - users need to be validated; order details retrieved and inventory line items grouped coherently; then user choices need to trigger updates within a constituent record. Add into the mix personalisation of copy, conditional content routing and dynamic calculations of refund values to incorporate fees or donations, and things get really spicy! Find out how together Action Links and Shakespeare’s Globe used iterative development to deliver a complex end-to-end service previously not available to the Globe’s audiences, whilst still prioritising seamless UX.
Key takeaways:
- How to make space for innovation and creative thinking in your organisation when it comes to harnessing the power of your existing systems to do more.
- How to collaborate in partnerships to help break new ground fast.
- How you can use complimentary products to optimise opportunities for additional sales, donations and engagement.
