How not to handle booking for a high demand free event
I heard yesterday via Twitter that there is to be a free Horrible Histories Prom at the Royal Albert Hall. What a great thing to take the kids to my wife and I thought.
The Royal Albert Hall Prom 20 page said:
FREE TICKETS for this Prom will be available from Friday 8 July at 9am. Please note that there is a maximum of 10 tickets per customer for this event.
So this morning around 7:30 am I signed up, logged in, and went to the Horrible Histories Prom 20 booking page. I also made a note of their box office phone number which, incidentally, isn't on their event booking pages – you have to go hunting for it in their contact page where it's buried in paragraph text.
Around 8:50 am I refreshed the Horrible Histories Prom page and got a message like this:
This screenshot is from a second time in the queue after my first round of disappointment. I was higher up at the start.
The queue number was auto refreshing and creeping down. Just before 9 am, and for quite a while after, I began ringing and speed dialing the Box Office number – it was constantly engaged of course.
So I resigned myself to taking my turn in the online queue. With the Hall having a capacity of just over 5,000 (I think) and me at about 1,300 in the queue I figured I was in with a chance. I got on with work while keeping an eye on my queue position on another screen.
And then, 40 minutes later, I reached the front of the queue, the page refreshed, and…
I got given the same page I had begun with.
Exactly the same page. With the same 'free tickets for this Prom' statement as above.
No directions on where to go to book.
No message saying “Sorry we've sold out”.
WTF! Wild? I was livid. Not that I didn't have tickets, that was disappointment. It was that crap feeling you get when a web experience fails and you're not sure if the failure is the web site's, or yours because you missed something important.
Lessons for the Royal Albert Hall
I didn't expect to get tickets. I knew there would be high demand, but…
- If booking starts at 9 am, why start a queuing system well before then and not tell people that you are going to do that?
- Why make it unnecessarily difficult to find the Box Office phone number and then make it virtually impossible for anyone choosing the offline method to book?
- Why build expectation and squander people's time with a queuing system that doesn't deliver useful messages at the end of it?
- And why is it the case that, as I write, the Prom 20 page is still exactly the same and yet if you go in from the top of the site, and view events for July 30, there is an easily missed message saying, “This event has no seats available” (see image below).
What a Horrible (user) experience. Yet more proof (as if it were needed) that good web design is not about a ‘good looking’ site – the Royal Albert Hall site does look good – it's about whether your site works for your users and treats them like people.
Altogether now…
Land of hope and washouts
MotherF’ers of the Free event







Adapted from 