Ticketmaster dumps hated 'captcha' verification system to boost customer experience

 

It looks like “dsrific LCDAppr” but computer says “no”. Ticketmaster is to dump the jumble of hard-to-read nonsense words it requires customers to enter in order to prove that they are human.

Captcha, the system which asks users to type in words to prove they are not computer programmes trawling for tickets, has become one of the biggest irritants for fans.

Captcha stands for Completely Automated Public Turing test to tell Computers and Humans Apart, and was first developed at Carnegie Mellon university in 2000. Google bought the digitisation company from the university and is responsible for the current puzzles.

However as the robot programmes used by touts to trawl the net for tickets have become more sophisticated, the Captcha puzzles too have become more complex, using distorted letters which are harder to decipher. Repeated attempts are often required to satisfy the system.

The world’s largest online ticket retailer said it would now trial a new system, created by New York start-up Solve Media.

Customers will now see common phrases, such as “freezing temperatures” or multiple choice questions such as “which one is a country?”  followed by a drop-down menu of answers including “monster truck,” “puppy” and “Spain.” However some puzzles will be presented in the form of adverts.

The new system uses a combination of digital cues to work out whether a person is real or not and, during trials, halved the amount of time customers took to solve the puzzle and proceed.

Kip Levin, Ticketmaster's executive vice-president of eCommerce, said: “We’re starting to see an uptick in fan satisfaction. We're happy with what we've seen from a security standpoint as well.”

Aaron Young, of user experience consultancy Bunnyfoot, described Captcha as “generally speaking the one of the most hated pieces of user interaction on the web.”

Arts and Entertainment

Great British Bake Off
Have you tried new the Independent Digital Edition apps?
Arts and Entertainment

ebooksNow available in paperback
Arts and Entertainment

ebooks
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    The long walk west: they fled war in Syria, only to get held up in Hungary – now hundreds of refugees have set off on foot for Austria

    They fled war in Syria...

    ...only to get stuck and sidetracked in Hungary
    From The Prisoner to Mad Men, elaborate title sequences are one of the keys to a great TV series

    Title sequences: From The Prisoner to Mad Men

    Elaborate title sequences are one of the keys to a great TV series. But why does the art form have such a chequered history?
    Giorgio Armani Beauty's fabric-inspired foundations: Get back to basics this autumn

    Giorgio Armani Beauty's foundations

    Sumptuous fabrics meet luscious cosmetics for this elegant look
    From stowaways to Operation Stack: Life in a transcontinental lorry cab

    Life from the inside of a trucker's cab

    From stowaways to Operation Stack, it's a challenging time to be a trucker heading to and from the Continent
    Kelis interview: The songwriter and sauce-maker on cooking for Pharrell and crying over potatoes

    Kelis interview

    The singer and sauce-maker on cooking for Pharrell
    Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

    Cameron lowered the flag for the dead king of Saudi Arabia...

    But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Humanity must be at the heart of politics, says Jeremy Corbyn
    Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

    Joe Biden's 'tease tour'

    Could the US Vice-President be testing the water for a presidential run?
    Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

    Britain's 24-hour culture

    With the 'leisured society' a distant dream we're working longer and less regular hours than ever
    Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

    The addictive nature of Diplomacy

    Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
    Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

    Fashion: Ooh, Lady Chatterley!

    Take inspiration from DH Lawrence's racy tome with equally racy underwear
    8 best children's clocks

    Tick-tock: 8 best children's clocks

    Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
    Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

    Charlie Austin: ‘If the move is not right, I’m not going’

    After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
    Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

    How Isis profits from destruction of antiquities

    Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
    Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

    'If we lose touch we’ll end up with two decades of the Tories'

    In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea