Re-designing for NCPA’s Ticketing System

Skills: User Experience
Client: National Centre for the Performing Art

My Role

Interaction designer

UX Designer


Feb – Mar, 2016

Skills Employed

Design Research Method

Service Design



National Centre for the Performing Art  is China’s top performing arts centre, which adheres to the three major objectives of “for the people, for art and for the world”. But the ticket system of NCPA is not so excellent, which should provide more human-centered and fluent service. We were invited to do the research and provide a re-designing scheme for NCPA on the course Information Design I.


The timeline of this project

The timeline of this project


– Competitive Analysis

We compared the ticket service system of several national theatre and concluded the features of them.

NCPA Competitive Analysis

NCPA Competitive Analysis

– Heuristic Evaluation

We made Heuristic Evaluation according to the ten principles.

In this step, we interviewed 6 users from variable genders, age and professions, requiring them to articulate their thinking when manipulate the system online.

Visibility of system status

When selecting the seats in the left area, the right side has no change in feedback.

Match between system and the real world

The differences of floors and seats are not intuitive enough, which provides little help for users to select the seat. It’s better to simulate the stage from the seat view.

Error prevention

When confirming purchase information, there is no seat information, only date and price.

Flexibility and efficiency of use

Audience find it difficult to learn about performance information at NCPA. There are only scrolling message display board, posters, etc.

Help users recognize, diagnose, and recover from errors

When confirming purchase information, if users want to modify the order, they need to click the page back twice, which is not convenient.


Help and documentation

Inconvenient for the color blind

Font size cannot be changed;

There are only two languages to switch.

– Thinking Aloud

In this step, we interviewed 6 users from variable genders, age and professions, requiring them to articulate their thinking when manipulate the system online.

This is the site of introduction of this drama.



Should I click the button to select the seat? I click it, Nop….



It shows the price of the performance, but I can’t select it …



Does it mean that I have to register to buy the ticket? I don’t want to do that… Oh here it says that I can buy the ticket without signing up. But the text is too small….



Why I can’t buy ticket in English? I don’t know Chinese… I can’t buy tickets right now.

– User Interview

We stayed in NCPA for a long time to interview a lot of customers who came there to buy tickets.


– Persona

After the interviews, we organized the material and draw three sorts of typical persona.




According to our research result, we decide to narrow the re-designing for ticket service system into three main parts: a mobile product, such as a native app or web app, a automatic ticket vending machine and memorial tickets.

Project Overview

Project Overview



Mobile product

Automatic Ticket Vending Machine


Ticket Vending Machine

Memorial Ticket

3 kinds of tickets

3 kinds of tickets

Interaction Flow

The journey map of NCPA's ticket service system

The journey map of NCPA’s ticket service system


Thank to my teammates: Fengjie Zhang, Yue Wang

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