Entry Ticketing

Creating an adaptable ticketing experience for sport fans



Research, Ideation, Visuals, Prototyping


July - August 2017
(Updated Nov 2017)


Mobile Application (iOS)

Tools Used

Sketch, Principle, Illustrator, Photoshop

As a huge hockey fan, I first realized a major problem in sports while attending a game in early April 2017. After my friend suggested breaking the rules and grabbing closer seats, I noticed how broken the seating system for the game was: The stadium was almost full, yet only about half of the best sections were occupied.

The Problem

The current ticketing experience for sport events can be daunting. For many, tickets to a local NFL or NHL game can be a very expensive purchase. As a result, many expensive seats can remain unsold and unused by fans at the beginning of the match. However, as the game starts and progresses, many fans from the cheaper seat areas will often go down and take the open spots without paying. For these users, the seats are empty anyways, so why not use them?

The current ticketing system in arenas and stadiums hurt their own revenue as fans can easily get the same experience as a premium seat without the same cost attached. 

A design challenge emerged....

How might we improve the current seating system of sporting events to better serve both the arena and their fans?

The Solution

Introducing Entry, a mobile app that gives fans more adaptable seating choices by letting fans upgrade their seats mid-game at discounted prices, enter promoted contests for exclusive tickets, and create more options for sport fans. Entry's focused on getting fans closer to their team.


Research and Analysis

Starting with my own experience at sporting events, as well as additional user interviews and research I made several insights into user behaviours at these events. Some main points I learned during this period include:

  • Older users don't often use their phones at sporting events

  • Younger users prefer to use their phones during game stoppages and breaks

  • For less privileged users, sports games can be a frustrating experience as many see closer seats that are empty but are uncomfortable stealing

  • Many fans steal empty seats at these events because there not in use anyway. Those unwilling to break rules are being punished as they have no other choice.

From this research, I then created user personas and started to ideate on what I wanted my product to improve upon. From this ideation phase, four main user flows were established.

Visual Design

Colours, typography and icons that make up Entry


Spot Illustrations

Artboard 4

Final Outcome

A walkthrough of Entry and it's features

User Onboarding

These screens are meant to help guide a user's expectations when using the app and make that first journey even smoother.

Easily Upgrade your Seat

Using Entry for the first time, Evan was able to easily locate where he would like to upgrade his seat to for a discounted price. Evan can now enjoy these new and closer seats for the rest of the game!

See your ticket activate in real time

After Evan makes his purchase, he can go to his ticket tab to see his new ticket become activated in real time.

Join with Entry and win exclusive prizes and tickets!

With Entry, users are able to enter sponsored contests and hope to be the lucky winner of exclusive tickets for free!

Easily sell your ticket

In the rare case that a viewer must leave early, the seat can be posted as available for upgrades. If someone takes the spot, the user can get some of the money back.


Entry Smart Seats

To protect seats from being stolen, Entry uses smart seating to "lock" areas. If tickets have gone unsold once the match begins, these seats won't unfold for a viewer unless upgraded through Entry. Once the upgrade is complete, the fan simply scans the screen to gain access.


This project was first started as a passion project throughout the summer. With a desire to learn more about product design and the opportunity to solve an observed problem, I began on a journey of constant revisitation and adaptation with this project. And as I ventured more into product design and gained further insight, I would revisit my solution and make the necessary changes to solve my problem. Although this was a long process, the journey itself was very rewarding and I learned so much about what it takes to create a successful product.

Previous versions of Entry:

With 4 major revisions of the app, I am satisfied with the result! Although there are some user experience issues and technical issues that have become apparent since the project finished, the app still efficiently solves the problems I set out to improve. I learned so much about product design during this project and throughout the summer such as targeting audience extremes, understanding user motivations, and creating a product that is designed for a specific context.

Key Takeaway

Great products take time and patience to create. You must be able to go back and improve on your existing ideas as you learn and gain insight from others.