Ticketmaster
Ticketmaster
Ticketmaster
A bold new event page for
millions of passionate fans
A bold new event page for millions of passionate fans
A bold new event page for
millions of passionate fans
Android & iOS app
Android & iOS app
March 24 - present
March 24 - present
Role
Role
Lead Product Designer
Lead Product Designer
Tools
Tools
Confluence, Copilot, Figma, Jira, Miro, and Usertesting.com
Team
Team
Project owner, Project manager, Engineering and Quality assurance
Project owner, Project manager, Engineering and Quality assurance
Context
Context
Overview
Overview
As Ticketmaster prepares to roll out a refreshed iOS/Android app, the ticket management pages needed a complete redesign to match. This year long initiative brought together teams across the business, introducing new systems, processes, and a unified visual language to deliver a consistent, scalable experience.
I led the redesign of Ticketmaster’s ticket management page within the App & SDK team, focusing on iOS & Android. Used by millions of fans every month to access their tickets, the new experience was designed to scale seamlessly across 300+ client apps that integrate Ticketmaster’s ticketing solutions.
As Ticketmaster prepares to roll out a refreshed iOS/Android app, the ticket management pages needed a complete redesign to match. This year long initiative brought together teams across the business, introducing new systems, processes, and a unified visual language to deliver a consistent, scalable experience.
I led the redesign of Ticketmaster’s ticket management page within the App & SDK team, focusing on iOS & Android. Used by millions of fans every month to access their tickets, the new experience was designed to scale seamlessly across 300+ client apps that integrate Ticketmaster’s ticketing solutions.
What did we plan to achieve?
What did we plan to achieve?
Key Objectives
Key Objectives
#1
#1
Refreshed UI with an injection of a new visual language
Refreshed UI with an injection of a new visual language
#2
#2
Simplify ticket access, to allow users to get their tickets quickly
Simplify ticket access, to allow users to get their tickets quickly
#3
#3
Rebuild users trust with clearer, more cohesive experience
Rebuild users trust with clearer, more cohesive experience
Building from what’s live
Building from what’s live
The existing page
The existing page
My tickets page
My tickets page
My tickets page
My tickets page
The issues
The issues
The existing approach had it’s flaws, to name a few:
Lacked info and placement of certain elements was confusing
Primary and secondary CTAs were competing for attention, often the same colour and font weights
Text covers the artist image and isn't accessible
Inconsistent font weights and families broke the consistency of the page
Features greyed with little to no explanation
Billing and receipt info took opened a web overlay which broke the user flow
The existing approach had it’s flaws, to name a few:
Lacked info and placement of certain elements was confusing
Primary and secondary CTAs were competing for attention, often the same colour and font weights
Text covers the artist image and isn't accessible
Inconsistent font weights and families broke the consistency of the page
Features greyed with little to no explanation
Billing and receipt info took opened a web overlay which broke the user flow
The existing approach had it’s flaws, to name a few:
Lacked info and placement of certain elements was confusing
Primary and secondary CTAs were competing for attention, often the same colour and font weights
Text covers the artist image and isn't accessible
Inconsistent font weights and families broke the consistency of the page
Features greyed with little to no explanation
Billing and receipt info took opened a web overlay which broke the user flow
Context
Context
The Challenge
The Challenge
As with any major update, the project came with a set of challenges. Throughout the process, we worked to address these while keeping the project on track to meet deadlines and ensure a smooth rollout.
As with any major update, the project came with a set of challenges. Throughout the process, we worked to address these while keeping the project on track to meet deadlines and ensure a smooth rollout.
👨🏻 User needs
👨🏻 User needs
After speaking with customer support we found users were confused at which page was their tickets. Misinterpreting the “Order Summary” as the ticket itself and missing the “View Barcode” CTA due to poor hierarchy and hidden content.
After speaking with customer support we found users were confused at which page was their tickets. Misinterpreting the “Order Summary” as the ticket itself and missing the “View Barcode” CTA due to poor hierarchy and hidden content.
🤼♂️ Team struggles
🤼♂️ Team struggles
Joining a team without prior design infrastructure, I introduced systematic design standards, led the creation of a shared design system, and established new ways of working to integrate design into previously engineering-led workflows.
Joining a team without prior design infrastructure, I introduced systematic design standards, led the creation of a shared design system, and established new ways of working to integrate design into previously engineering-led workflows.
becoming a detective
becoming a detective
Discovery & Research
Discovery & Research
I kicked the project off by reviewing past research before launching new surveys across North America and Europe to uncover fresh insights. Partnering with Product Marketing and Product Analytics also helped set measurable baselines for the redesign.
A competitor analysis was completed to understand the competitive landscape looking at both in-direct and direct competitors. Running the analysis uncovered a group of interesting insights that were baked into the design iterations and parked in my subconscious when making design choices:
I kicked the project off by reviewing past research before launching new surveys across North America and Europe to uncover fresh insights. Partnering with Product Marketing and Product Analytics also helped set measurable baselines for the redesign.
A competitor analysis was completed to understand the competitive landscape looking at both in-direct and direct competitors. Running the analysis uncovered a group of interesting insights that were baked into the design iterations and parked in my subconscious when making design choices:
🖼️ Imagery
🖼️ Imagery
For most of the competitors, image use is kept to a minimum. This ensures the page is fully scannable and easy to read.
For most of the competitors, image use is kept to a minimum. This ensures the page is fully scannable and easy to read.
👉 CTAs
👉 CTAs
Almost all competitors utilise the use of CTAs directly on the page rather than in a fixed position.
Almost all competitors utilise the use of CTAs directly on the page rather than in a fixed position.
🎟️ Tickets
🎟️ Tickets
Every competitor links out to a separate dedicated ticket page. The majority of competitors show a preview of the ticket and in most cases with a QR code.
Every competitor links out to a separate dedicated ticket page. The majority of competitors show a preview of the ticket and in most cases with a QR code.
🗺️ Maps
🗺️ Maps
Almost all competitors feature some sort of map and directions to the venue.
Almost all competitors feature some sort of map and directions to the venue.
final.design.final.final.almostthere.jpeg
final.design.final.final.almostthere.jpeg
Design ideation
Design ideation
Iteration #1 - Limited info
Iteration #1 - Limited info
Iteration #2 - Finding balance
Iteration #2 - Finding balance
Iteration #3 - Page hierarchy
Iteration #3 - Page hierarchy
you are the one, Neo!
you are the one, Neo!
Utilising gen AI
Utilising gen AI
Whilst Ticketmaster has strict rules/guidelines about the use of AI in our day-to-day, I decided to explore what current tools are out there to help with ideation. What I found was interesting and nothing ground breaking but here’s my two cents on the whole process:
Whilst Ticketmaster has strict rules/guidelines about the use of AI in our day-to-day, I decided to explore what current tools are out there to help with ideation. What I found was interesting and nothing ground breaking but here’s my two cents on the whole process:
👷🏻♂ Prompt engineering
After multiple iterations of prompts I learned the more specific you are the better the results
Even being specific about a visual style helped with the overall output
After multiple iterations of prompts I learned the more specific you are the better the results
Even being specific about a visual style helped with the overall output
💭 Hallucinations
All the Generative AI tools tested did a good job of filling in the blanks
What’s interesting is that the AI opted for similar countries or even similar venues
All the Generative AI tools tested did a good job of filling in the blanks
What’s interesting is that the AI opted for similar countries or even similar venues
💡Insight
I learnt that the current state of Generate AI gives a using base UI concept to get things started
The trade-offs being everything starts to look the same and there is no innovative solutions/layouts
I learnt that the current state of Generate AI gives a using base UI concept to get things started
The trade-offs being everything starts to look the same and there is no innovative solutions/layouts
⏩ Going forward
Even though the process was interesting, I think if you’re stuck on ideation or are struggle with a certain direction Generative AI can be great tool to have in your back pocket
I’ll certain utilise these tools for future projects
Even though the process was interesting, I think if you’re stuck on ideation or are struggle with a certain direction Generative AI can be great tool to have in your back pocket
I’ll certain utilise these tools for future projects
Unlocking insights
Unlocking insights
usability Research
usability Research
To close knowledge gaps, I ran usability tests with new design ideas using Figma, utilising clickable prototypes and usertesting.com to quickly validate ideas. This aligned the team on key pain points, and built confidence in the new design direction. Some of the insights from the first round of usability testing uncovered some interesting findings:
To close knowledge gaps, I ran usability tests with new design ideas using Figma, utilising clickable prototypes and usertesting.com to quickly validate ideas. This aligned the team on key pain points, and built confidence in the new design direction. Some of the insights from the first round of usability testing uncovered some interesting findings:
Key insight #1
Of the 12 participants, 11 were able to easily locate the Ticket Management buttons without encountering any issues
Of the 12 participants, 11 were able to easily locate the Ticket Management buttons without encountering any issues
Key insight #2
Within the new design prototype, all users found their ticket barcodes quickly and easily
Within the new design prototype, all users found their ticket barcodes quickly and easily
Key insight #3
Over half of users mentioned the speed in which they could access their tickets on the design prototype
Over half of users mentioned the speed in which they could access their tickets on the design prototype
Design that was tested
ironing out the kinks
ironing out the kinks
The final approach
The final approach
I led the end-to-end design execution, addressing the core user challenge: confusion between the order summary and accessing tickets. By restructuring the page hierarchy and surfacing the “View Barcode” CTA, I created a clearer, more intuitive experience across platforms. Support for dark/light modes and alignment with platform specific guidelines (Material Design & HIG) further improved usability.
To ensure the work resonated with real users, I ran usability tests with Ticketmaster fans and guerrilla tests with colleagues. Collaboration with Product Marketing helped ensure a consistent tone of voice, validating both interaction and messaging clarity.
With no prior design infrastructure in place, I introduced a shared token system and established foundational patterns for typography, colour, and components. This enabled faster dev handoff, future scalability, and laid the groundwork for global app integrations.
I led the end-to-end design execution, addressing the core user challenge: confusion between the order summary and accessing tickets. By restructuring the page hierarchy and surfacing the “View Barcode” CTA, I created a clearer, more intuitive experience across platforms. Support for dark/light modes and alignment with platform specific guidelines (Material Design & HIG) further improved usability.
To ensure the work resonated with real users, I ran usability tests with Ticketmaster fans and guerrilla tests with colleagues. Collaboration with Product Marketing helped ensure a consistent tone of voice, validating both interaction and messaging clarity.
With no prior design infrastructure in place, I introduced a shared token system and established foundational patterns for typography, colour, and components. This enabled faster dev handoff, future scalability, and laid the groundwork for global app integrations.
Metrics to measure against
Metrics to measure against
Impact
Impact
Whilst the project is still being rolled out to the main Ticketmaster user base, the metrics from the staggered release to our top 5 clients have been super positive. Elements of the new visual language have started to make their way onto web pages and the team and I have worked tirelessly to ensure all new components work within our Design System.
Whilst the project is still being rolled out to the main Ticketmaster user base, the metrics from the staggered release to our top 5 clients have been super positive. Elements of the new visual language have started to make their way onto web pages and the team and I have worked tirelessly to ensure all new components work within our Design System.
95%
95%
Of users accessed barcodes
Of users accessed barcodes
+5
+5
Clients utilised the new page
Clients utilised the new page
80%
80%
Of design teams adopted
Of design teams adopted
70+
70+
Components added to our Design System
Components added to our Design System
"The reimagined SDK will not only provide our clients with greater configurability but also ensure consistency across our ecosystem"
"The reimagined SDK will not only provide our clients with greater configurability but also ensure consistency across our ecosystem"
Gregory Kingsly, Project PMO
Gregory Kingsly, Project PMO
Key takeaways
Key takeaways
Learnings
Learnings
I'm proud to have been given the opportunity to redesign such an integral part of the Ticketmaster user journey, not only improving the experience for millions of fans, but also helping to mature internal processes and tighten
collaboration across design teams.
I learned the importance of balancing user expectations, technical constraints, and legacy mental models to ensure adoption
Recognised the value of pushing for more innovative solutions to stand out from competitors
Gained experience in driving both user impact and organisational maturity through design
I'm proud to have been given the opportunity to redesign such an integral part of the Ticketmaster user journey, not only improving the experience for millions of fans, but also helping to mature internal processes and tighten collaboration across design teams.
I learned the importance of balancing user expectations, technical constraints, and legacy mental models to ensure adoption
Recognised the value of pushing for more innovative solutions to stand out from competitors
Gained experience in driving both user impact and organisational maturity through design
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