Linking millions of accounts is a delicate process, especially without an option to undo.
Over 900 season ticket sites had their own user authentication not tied to Ticketmaster. In order for future products to work effectively, we needed to bring these accounts into the Ticketmaster ecosystem. This meant a progressive rollout to over two million active accounts during the off season for each sports team, stadium, and theatre.
The main challenge for this project was not the front end, but how to manage several dozen edge cases that could potentially keep a fan from attending their favorite game or performance. Before one pixel was laid down we conducted an audit of all partner sites’ security and login credential protocols. We also surveyed hundreds of active season ticket holders to better understand their perspective. In doing so, we realized that auto-linking accounts could be potentially dangerous and alarming to the fans. After that, we set out to craft a solution that allowed fans to easily link their Account Manager account with their Ticketmaster credentials.
Flows were made of the entire ecosystem and all use cases to give us a sense of what screens needed to be designed. We then designed screens that would allow the least amount of steps and user input necessary. Finally, we worked with our partners to craft messaging to educate fans beforehand, along with a roll out strategy.
In the end, millions of accounts were effortlessly linked, allowing season ticket holders to more seamlessly manage and access their tickets.