and Iteration 

After narrowing things down to a clear set of problems and assumptions, I started exploring different ideas and mocking up options to see how we could approach solving these problems. Initial explorations ranged from more conservative improvements to wild new ideas.

This exploration also helped us define which parts needed more attention, and directed us to the relevant collected data sets.

Discount, Payment selection flow 
Price breakdown, Change calculator
Add-ons, Discount, Summary
Ticket delivery options