Case Study 01
The Most Innovative Concert Ticket
AXS and Amazon wanted to do something that hadn’t been done in the history of ticketing: scanning your palm to get into a concert.
Role
Director of Product Design, AXS
AXS XFN Teams
UX Research, UI Design, Project Management, Engineering, Product, Accounts Team
Amazon One XFN Teams
UX, Project Management, Engineering, Product, Brand Team
A first for the ticketing industry
Objective
Design and launch a new method of entry for an AXS ticketed event, utilizing Amazon One as well as create an independent new piece of hardware for event entry. We had a goal of registering 5,000 new users within the first 5 events of the concert season.
Key Results
A new AXS pedestal that can exist with and without Amazon One integration and an accompanying customer experience that includes the ability to facilitate entry, enrollment, loyalty and venue setups. We wanted to have a working prototype and proof of concept for user testing prior to beta launch and with development and marketing, launch by the 2021 season at Red Rocks Amphitheatre.
A unique set of requirements
One of the most challenging aspects of this project was the need to protect and seperate the propietary technologies that each company wanted integrated. Due to the unique nature of the IPs, two CEs would need to be created, along with the UI, UX and branded elements to support those user journeys. Digital and physical POCs were key to executing this new vision for the future of event entry.
An expansive and collaborative UX
Along with the UX team at AmazonOne, the AXS UX team developed flows and designs while working remotely and on different platforms and timetables. Collaborated research efforts included:
Persona Development
Wires, Siteflows and Prototypes
Industrial Design Renderings
User Journeys
UIs
Testing for Success
Testing was conducted both in labs in Seattle and onsite in Colorado as well as remote engagements. Scripts were adhered to in order to maintain consistent results. All sessions were observed and recorded, with multiple teams responding to and adjusting their designs accordingly.
Session Recording
User Interviews
Lab Usability Testing
A successful launch
AXS and Amazon One launched at Red Rocks Amphitheatre on Sept 14, 2021. The pilot gave way to a successful run that set new standards for event entry and usage bled into multiple cities and locations throughout the US. The groundbreaking launch was newsworthy and covered by multiple outlets.
Amazon partners with AXS to install Amazon One palm readers at entertainment venues - TechCrunch
Amazon One palm scanning tech moves into entertainment with AXS collab - Bloomberg
Amazon One’s palm-scanning tech makes first move into entertainment venues with AXS - The Verge