The product journey for Ticketmaster aims to minimize any interference the platform can have between the customer and the event they are trying to attend. While such infrastructure is absolutely necessary to organize events, from the user’s perspective, the ideal Ticketmaster would be no Ticketmaster.
Popularity of an artist drives incentive to use the platform, and all steps Ticketmaster puts between the user and a ticket to the concert become infinitely more frustrating. Such a product journey puts Ticketmaster in a tough position–it must maintain an enormous capacity to accommodate demand and secure user information, but does not have control over the source of its pain points. Key pain points depend entirely on the demand for an event–queues for ticket selection and sales will be longer (and more anxiety-inducing) the higher demand there is for the event itself, resulting in likely disappointment for many who may not be able to get a ticket. Ticketmaster becomes the lightning rod for negative feelings, risking the artist’s likelihood of partnering with them in the future should turnout go poorly. In the most positive outcome, where users can attend their concerts with minimal stress from the ticketing process, there will be no thanks to Ticketmaster itself, as users’ attention will turn to the concert itself.