Tixo App
I led the UX/UI design for a decentralized ticketing app, earning second place at the 2023 London Ethereum Hackathon by creating streamlined ticketing and Web 3.0 onboarding experiences.
Overview
✍️ My Role
Product Designer, Product Owner
👥 Key Stakeholders
Product Management, Software Development, Product Marketing
🏆 Achievement
Runner Up, Flare Blockchain SocialFI Track
ETH London Hackathon (2023)
Challenge
Design a decentralised mobile app to prevent ticket scalping and improve the ticketing experience for independent music events.
Solution
Empowering music fans with a transparent, secure, and smooth ticketing experience using blockchain technology.
We designed Tixo, a decentralised app combining ticket purchasing and validation in one application and is secured by blockchain-verified ticket authenticity.
Outcome and Key Results
Tixo has achieved the following awards in 2023 Ethereum hackathon London.
2nd
Socialfi Track
Ethereum London Hackathon
$5,000
Bounty Winner
Flare Blockchain
¥300
Bounty Winner
706 Creator Community
Define
Goal
To understand user experience and pain points in current web 2.0 mobile ticketing apps.
Methods
Competitive analysis: compare market ticketing apps based on secondary research. N=5
User interview: conduct user interview with target market personas. N=12
Competitive Analysis
I analysed the major competitors using a custom framework of four categories, visualising the user experience journey through clear colour codes.
Ticketing experience key factors:
Navigation intuitiveness for ticket booking/organisation
Ticket purchasing/validation flow
User's tech savviness to Web3.0 product
Support team responsiveness
Market/merchandising integration
User Interviews
To address the questions from the competitive analysis, I conducted interviews with 12 users from diverse demographics, including various ages, genders, exposure levels to web3.0 technology, and backgrounds in the music industry.
What do our users say?
"I wish there was a platform that prioritised the fans and help me support my favourite artists."
Music fan
"I struggle to buy first-hand tickets due to ticket scalping, and second-hand platforms are so expensive and lacking trust."
Event goer
"I want to connect with fans, find venues, and make my mark, but navigating this without industry connections is tough."
Independent artist
”Decentralised ticketing sound promising, but I'm cautious about the learning curve and potential challenges of adopting new technology.“
Event goer
“I want something that's easy to set up, reliable during peak ticket sales, and provides me with useful data insights.”
Event organiser
“Having to search through my email for the ticket barcode is frustrating, and it often causes bottlenecks at the entrance.”
Music fan
Persona
Based on our research, we decided to target the app design towards two key user personas facing challenges in the independent music industry:
Insights
We identified the following four insights from the user research and interviews:
Addressing Insight 1
How might we simplify the ticket experience?
Connecting app registration, ticket purchasing, and validation processes into one seamless ticketing experience by integrating web 3.0 wallets.
Before
High risks & drop-off rates
After
Secured checkout & increased conversion rates
User flow of typical web 2.0 ticketing app
Tixo user flow iteration 01
Tixo user flow iteration 02
Addressing Insight 2
How might we verify ticket authenticity?
With decentralised infrastructure, each ticket will be generated as an unique non-fungible token (nft) after each purchase which can only be verified before the events, eliminating the possibility of counterfeit tickets.
Ticket validation screens
Addressing Insight 3
How might we onboard new web 3.0 users
Onboard pages
The usability test shows that there were too many frictions onboarding new users and showing them the product's value quickly. To onboard new users to web3.0 wallets, we introduced a set of onboard pages after the checkout page that guides the new users, which also allows existing users to skip the steps.
Onboard screens
Addressing Insight 4
How might we engage fans to support their favourite artists?
A fan support system
I added social features such as like, follow, and share, enabled merchandise shopping, ticket notifications, to enhance fan engagement and support for artists through creating a friendly platform that fosters active connection and collaboration within the fan community.
Develop
Design System and Accessibility
The decision to implement dark mode stems from a strategic understanding of the app's primary use during events, which are often held in low-light environments. The overall design language embodies a minimalist approach, matching with the brand identity.
Accessibility has been a key consideration throughout the design process. The colour scheme has been checked through WebAIM to ensure achieving WCAG 2.1 Level AAA standards.
Testing and Iterations
After the hackathon, I conducted a moderated usability test of the hackathon prototype with a group of users from diverse demographics. Following the usability tests, I made the following developments:
Check Out Page
Redeem Ticket Page
Reflection
My Contribution
I served as the project owner and lead UX/UI designer, overseeing the delivery of the decentralised app's user interface and experience. I collaborated closely with backend and frontend developers. My responsibilities included:
UX Research & Testing (data analysis, user interviews, and usability tests)
UX/UI Design (design system, prototypes)
Marketing Champion (marketing deck)
Product Owner (maintaining the design system and iterating based on usability tests.)
Challenges and Takeaways
Time Management
I gained insights into the significance of time management and effective team communication via agile methods to facilitate continuous feedback, testing, and iterations within a tight timeframe.
Team Communication
Continuous review and feedback from both product and engineer team enabled me to make immediate design adjustments based on technical feasibility.
Co-hacking
All overall and bounty winners
© 2025 by Lynn Qian