THE BROAD TICKETING PLATFORM

BACKGROUND

The Broad, one of the most visited contemporary art museums in Los Angeles, noticed a critical friction point in their visitor journey: the "Get Tickets" button. Clicking it didn't start the transaction that the visitor was expecting. Instead, this call to action was taking users to a third-party ticketing platform (Ticketure) to complete the transaction, which was causing confusion and cart abandonment.

We engineered a solution that brings the ticketing flow back to The Broad’s main website to streamline the visitor’s journey and increase conversions.  Our experts embedded a React application directly into a Drupal node and applied a progressively decoupled solution using the Ticketure API. The result is an optimized, branded journey that supports thoughtful cross-selling and gives the museum greater visibility into performance and visitor behavior.
 

THE CHALLENGE

A disjointed User Journey despite having a visually stunning website.

• The moment a visitor decided to buy tickets, they were redirected off of the site. The Broad lost control over the layout, visitor flow and branding right at the most critical moment.
• The legacy ticketing site treated events in isolation. If you picked a General Admission ticket, you couldn’t easily add a special exhibition for the same time slot without starting over.As a result, the checkout flow lacked the ability to surface related tickets within the same transaction.

THE SOLUTION

Progressively decoupled Drupal Architecture. A website doesn't have to be fully decoupled, or “headless.”  With this approach, we still have Drupal for its editorial mastery and added React to handle the interactive purchasing flow.

1. When a user clicks "Get Tickets," the content on the page is dynamically replaced by the ticketing flow. The user never leaves the URL.
2. We built custom logic to help visitors plan their day. If you select a 2:00 PM slot for General Admission, the system instantly checks for special exhibition availability at that same time.
3. We used AI-assisted coding to build the initial prototype which brought more efficiency to our development process.
4. We built a custom module that can be tied to any date that a user selects, for marketing of special events or deals, is available.
5. The API has been updated to dynamically pull in ticket data. If a time slot or a date has sold out of tickets, that will no longer be clickable by a user.

THE RESULTS

We transformed ticketing from a clunky visitor journey into a more seamless experience for the website visitor. After optimizing the ticket flow we are seeing 44% fewer steps to checkout.

• Visitors can toggle between exhibition details and their cart without losing context. It removes the "guesswork" from planning a visit.
• By bringing the flow onto the main website, we enabled more comprehensive tracking of funnel behavior and abandonment rates.
• We built the architecture to be reusable. This isn't a one-off solution; it’s a scalable library we can deploy for future needs or other clients.

Is your ticketing platform dictating your user experience? If so, we can help you fix it.  We specialize in hybrid architectures that give you the control of a custom site with the power of enterprise systems.