https://www.urbtix.

hk/
https://www.urbtix.hk/

Urbtix Building a Branded Website

Presented by Group 5
Tang Jia, Lam Ho Yan,
TANG Jia, LAM Ho Yan, HONG Yi, WANG Yukun, CHEN Ximing, SHEN Xiaozheng
 CONTE
background NT5C analysis challenge

Practices Recommendation Learning Points

Background
Urbtix Launched in 1984

It provides one-stop ticketing services mainly

to hirers or event presenters and audiences of
the Leisure and Cultural Services Department
performance venues. Customers are served by
a full range of ticketing services through
counter booking and self-service ticketing
kiosks at outlets located in different districts of
Hong Kong, as well as Internet, mobile
ticketing app and telephone booking services.
URBTIX
5C
analysis
 Compan Leisure and Cultural Services Department

y:
Urban Ticketing System is run and
operated by the Leisure and Cultural
Services Department (LCSD) to provide
ticketing services mainly for hirers or
event organisers, and audiences of
performance venues under the LCSD.
 CoLLABo
System & OperationRATOR
Ticket Distribution Payment Methods
- Credit Card
Service Provider Partners - Union Pay/FPS
- Local Kiosks - WeChat Pay/Alipay
Tianjin Maoyan Weying Technology
- Courier: SF Express HK
- Subsidiary of Maoyan
Entertainment (1896. HK)
customer
Market Segments
-All age groups

s
-Social and entertainment
-Expanding knowledge through exhibitions
-HONG KONG only

Customer Needs
-Leisure time relaxation
-Self-pursuit
-Social behaviours
 competitor
Major competitors(HK):

Cityline https://www.cityline.com/Events.html HK TICKETING https://premier.hkticketing.com/

competitor
Urbtix Cityline HK TICKETING

Fresh color and fast scrolling Users can find tickets based
Web Design Simple and not fancy
with different activities on their interests

Classification according to
different organizers and Allows users to find tickets
theaters based on interest, with up to
Only four categories divided
Ticket classification 7 types
by the time of sale

When there are popular

activities in Hong Kong the Smooth purchase
Only 2,000 people can buy
site remains stable experience when super
tickets at the same time
System Affordability popular event tickets on sale
cLIMATE Politics
Economics
● Activities were encouraged by the ● The reopening of the port facilitated
the gradual recovery of ticket
Hong Kong government, thus
platforms business.
promote the development of ticket
platforms.

Society Technology
● Payment methods boost the online
● The willingness of customers to
booking.
participate in events.
● Information technology has enriched
● Ticketing platforms are becoming the content of the ticketing platform.
more competitive.
URBTIX
Challenge
challeng How to
e
To develop a website that offer convenient,
reliable and one-stop ticketing services for
public through its wide network, internet,
address
● Cloud technology platform is introduced to increase system capacity and
elasticity;
● Added virtual queueing function to display real-time queuing information to
customers waiting to log in during busy hours;
mobile app and telephone booking
● An interactive seating chart that can be scaled up and down in multiple layers;
services.
● Provide packs for storing e-ticket;
● Prompt customers to attend purchased programs and push notification function
about program cancellation, etc.

more
 URBTIX
Website audit
checklist and its
problems
 Ease of
use
● Can not know what this website is about
from the first sight
● No image of real person who is related to
the company, less credibility
● The design of registration is unnecessary

● Contact information and location is

available to find from the bottom of the page
● Event informations are provided, with
image and detail introduction
 Recommendat
01 Ease of use ion
02 accessibility ● Starbucks: put
image of their real
03 Homepage
employees on their
04 navigation website

05 Search

06 Links
● Skaneateles
07 Layout Festival: Use
video to introduce
08 Errors
the event, other
09 Forms than just texts.

10 Communication
Accessibili
ty
● Search on each search
Engines, title of the website
are all inconsistent
● When search on microsoft
bing (not the first showing on
the top)

● Buttom, Link, and Checkbox

are all accessible
 Recommendat
Recommendat
01 Ease of use ion
ion
02 accessibility

03 Homepage ● Tesla use a

consistent title on
04 navigation
different search
05 Search
engines, look more
professional and give
06 Links less confusion to
users
07 Layout

08 Errors

09 Forms

10 Communication
Home
● The home page doesn't show a positive first

Page
impression, and the sections are too simple
and not rich enough, not very appealing to the
users persona
● The function bar provides insufficient
functions
● There are only three languages available

● The latest news and special deals

feature prominently on the home page
● Company location, contact
information, security and privacy are
easy to see.
 Recommendat
ion
01 Ease of use

02 accessibility

03 Homepage

04 navigation

05 Search

06 Links

07 Layout

08 Errors ● Place official social media links on the home page so that you can
quickly follow new events and news released by the authorities.
09 Forms
● Provide the download link for the mobile app.
10 Communication
 Navigatio
● Specific classifications are ● Activity category navigation is in

nin the site map at the

bottom of the website
the events bar
● Navigation is consistent on
every page
search
● There is a search bar.
● Image search function.
● Search is available on every page, not just the
homepage.

● No voice search function

● Search box is not wide enough, so that users
cannot see what they've typed
 Recommendat
ion
01 Ease of use

02 accessibility

03 Homepage

04 navigation

05 Search

06 Links

07 Layout ● Widen the search box so users can better see

what they're typing
08 Errors
● Set up voice search functions
09 Forms
links

● Important commands are

displayed as buttons, not
links.
For example "Buy" or"Pay"
is a button, not a link
links

● Some items may make people feel

confused, because they look
clickable but actually they are not
links. For example underlining text
is existed.
 Recommendat
ion
01 Ease of use

02 accessibility

03 Homepage

04 navigation

05 Search

06 Links

07 Layout

08 Errors
Remove the underline setting to avoid misleading
09 Forms
users
10 Communication
layout

● Site is responsive. It works

with different screen
sizes.
layout
● Related information is not grouped
together clearly
layout

● Important content is not displayed

first. The information it presents is the
latest activities and some buttons that
are not explained. Important content
like finding activities based on your
interests are not shown first.
 Recommendat
ion
01 Ease of use

● No matter in which page need

02 accessibility
to effectively classify the
03 Homepage relevant information, so that
users can operate more
04 navigation convenient

05 Search

● Place important content

06 Links
such as activities selected
07 Layout according to preferences in
a prominent place
08 Errors

09 Forms
 ERRORS
● Security: The site has an SSL certificate.

● Browser compatibility: The site works in various browsers.

● Browser version is Internet Explorer 11.0 or higher
FORMS
● Long dropdown menus are avoided. (Classification)
● Simplicity: Only absolutely necessary questions are asked in forms. (e.g. Name, Phone number)
● Fields supports autofill.

● Form submission without a confirmation page.

COMMUNICATION

● Without a forum for customer-to-customer discussion

 Recommendat
ion
01 Ease of use

02 accessibility COMMENT AREA

03 Homepage

I suggest buy A ticket.

04 navigation

05 Search Does anyone know how to pay?

06 Links
I am so excited
07 Layout

08 Errors Can seats be selected?

09 Forms
Enter your comment

10 Communication
INTERAC
TION

● The interactions are

very basic and
generic, no novelty
 Recommendat
ion
01 Ease of use

02 accessibility Add more interactive elements, so that beautify the site and make it more interesting
for users to operate
03 Homepage

04 navigation

05 Search

06 Links

07 Layout

08 Errors

09 Forms

10 Communication
 Recommendat
01 Ease of use
ion
Add more interactive elements, so that beautify the site and
02 accessibility
make it more interesting for users to operate
03 Homepage

04 navigation

05 Search

06 Links

07 Layout

08 Errors

09 Forms

10 Communication
 learning points
A Web page should
A Web page should be
understand users’
equipped with
demand and develop A Web page should be
advanced functions
its brand tone and developing deeper IA
and technologies to
brand personality and UX.
meet event organizers’
accordingly
needs.

01 02 03
 Thank you
for listening !