Overview
For 50 years, Scottsdale Arts has been a hub for creativity, connection, and community impact. Rooted in a rich history and driven by a bold vision for the future, their story is shaped by the people, partnerships, and purpose behind the art.
Learn more about Scottsdale Arts.
Challenges
As Scottsdale Arts’ audiences grew, their online ticketing began showing its limitations. Buying a ticket took too many clicks, with an unintuitive path from reviewing event details to completing a purchase.
Hotjar analysis and user testing identified several critical pain points:
- High friction: A long, confusing checkout caused high cart abandonment.
- Technical glitches: Frequent page errors disrupted transactions.
- User frustration: Rage clicks and backtracking (“u-turns”) signaled confusion and annoyance.
These issues combined to create a poor experience, undermining customer satisfaction and limiting revenue. Scottsdale Arts needed a modern, frictionless ticket-buying experience to match the excellence of its performances.
Our Approach
LockData partnered with Scottsdale Arts to rebuild the ticket-buying experience from the ground up, with a focus on speed, stability, and user-centered design.
Our solution centered on three core improvements:
- Streamlined checkout: We mapped a simpler path, reducing the number of steps required to buy a ticket.
- Direct API integration: Using the AudienceView Unlimited API, we built a more stable, responsive connection that eliminated error-prone processes.
- User-centered design: A clean, modern interface now guides patrons from event discovery to checkout with clarity and ease.
This wasn’t just a technical fix. It was a strategic redesign that aligned every digital touch point with Scottsdale Arts’ mission to deliver exceptional experiences.
Services Included
- API Development
- Web Development
- UX Design
- Umbraco Cloud CMS
- Nuxt
Results
The rebuilt ticket-buying experience transformed online ticketing for Scottsdale Arts patrons. Customers can now buy tickets quickly, intuitively, and without error.
Key outcomes include:
- A faster, frustration-free checkout.
- An 88.26% decrease in abandoned carts.
- A 54-hour reduction in support calls.
- A scalable digital foundation for future growth.
“LockData helped us get far more out of our AudienceView platform than we thought was possible, building a fully branded and customized ticket-buying experience on our own website that truly reflects who we are and makes the full journey seamless and easy for our patrons. They took the time to understand how we work, our pain points, our goals, and are so technically savvy and strategically minded that every ask, they found a way to do it. They’re responsive, reliable, genuinely invested in our success, and an absolute pleasure to work with. I couldn’t recommend them enough to anyone looking for a technology partner who truly gets ticketing.”
Summer Roth, Director of Marketing, Scottsdale Arts
Conclusion
Our partnership with Scottsdale Arts shows the power of collaborative innovation. By pairing our AudienceView Unlimited expertise with their commitment to excellence, we engineered a seamless, modern ticket-buying experience that benefits both the institution and its patrons. The project strengthened customer trust and delivered a scalable digital platform ready for future growth.
We’re proud to continue our work with Scottsdale Arts, keeping their digital solutions secure, optimized, and at the forefront of the industry. Together, we’re helping them focus on what they do best: delivering unforgettable cultural experiences.
“I’ll always be incredibly grateful for the brilliant minds at LockData. Every time we said, ‘But we can’t do X,’ their response was more like, ‘Well, you can. We just have to do it this way.’ Or, ‘We could do X on the back end, and it wouldn’t impact the guest-facing flow at all.’ That mindset, creativity, and ability to find solutions without compromising the guest experience made such a difference. Truthfully, one of the best teams I’ve ever had the opportunity to work with.”
Luis Payan, former Guest Experiences Manager, Scottsdale Arts
