What metrics would you use to evaluate Ticketmaster's mobile app for event discovery and ticket purchasing?

Introduction

Evaluating Ticketmaster's mobile app for event discovery and ticket purchasing requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic view of the app's performance and identify areas for improvement.

Step 1

Product Context

Ticketmaster's mobile app is a digital platform that allows users to discover events, purchase tickets, and manage their attendance. The app serves as a crucial touchpoint between event organizers, venues, and attendees, facilitating seamless transactions and enhancing the overall event experience.

Key stakeholders include:

1. Event attendees (primary users)
2. Event organizers and promoters
3. Venues
4. Ticketmaster (the company)

The user flow typically involves:

1. Event discovery: Users browse or search for events based on preferences, location, and dates.
2. Ticket selection: Users choose specific seats or ticket types for their desired event.
3. Purchase: Users complete the transaction, often including additional services like parking or merchandise.
4. Post-purchase: Users access digital tickets, receive event updates, and potentially resell or transfer tickets.

This app plays a critical role in Ticketmaster's broader strategy of dominating the event ticketing market and expanding into adjacent services. Compared to competitors like StubHub or SeatGeek, Ticketmaster's app benefits from exclusive partnerships with major venues and events but faces challenges in user experience and pricing transparency.

The product is in the mature stage of its lifecycle, focusing on optimization, feature expansion, and defending market share against emerging competitors.