Simplifying Ticket Buying

Agile Iteration Design Systems Usability Testing

The Beating Heart of Ticketmaster

The North America Event Details Page (EDP), where fans pick tickets for their next live experience, drives 66.7% of global traffic and serves as the heartbeat of Ticketmaster’s ticketing ecosystem. When I joined in summer 2023, the page was showing its age: outdated visuals, inconsistent patterns, and dense layouts made it difficult for fans to quickly find tickets. With the EDP often being a fan’s first interaction with the platform, stakeholders prioritised a visual overhaul that would deliver clarity, scale, and brand credibility.

Breathing New Life with GDS

The initial task was simple: start applying the new Global Design System foundations, such as colour, typography, and spacing. But as we progressed, it became clear that fans and promoters alike would benefit from going further. We pushed the scope into a full reskin, refining iconography, rebalancing spacing, and updating components across the board. This effort not only delivered a fresh, modern interface aligned with Ticketmaster’s branding but also helped establish a dedicated EDP component library for future work. The enhanced page was completed and released in March 2024, giving fans a cleaner and more trustworthy first impression.

Company

Ticketmaster (In-house)

Timeline

Sept 2023 – Aug 2025

Role

Lead Product Designer

Focus

UI optimisation, design system integration, feature enhancements

0

Ticketmaster traffic flows through the North American EDP

0

Participants rated the new filters as highly intuitive

0

Fans successfully unlocked exclusive offers on their first attempt

0

Faster context comprehension when map and list were linked dynamically

Fixing Map + List Friction

After the visual overhaul, focus shifted to deeper experiential improvements. I joined a cross-functional task force working in fast, sprint-like cycles to tackle high-priority issues. One major pain point was the disconnect between the interactive seat map and ticket listings: fans often used both, but the two felt poorly integrated. Research showed 30% of desktop users who clicked the map also interacted with the list, revealing untapped potential. We redesigned the interaction so selections in one view dynamically updated the other and refined zooming for a more fluid, intuitive browsing loop that matched how fans naturally explore tickets.

Smarter Filters, Faster Decisions

Filtering was another major opportunity. The existing filters were limited and unintuitive, making it difficult for fans to refine results quickly. We redesigned them to reflect real fan thinking, focusing on affordability, view preferences, and premium experiences, and improved placement and feedback so it was always clear when a filter was active and how results changed. User testing confirmed the new filters were highly intuitive (10/10 participants). These improvements helped fans zero in on relevant tickets faster, reducing cognitive load and boosting conversion potential.

Define

Set guidelines

Stakeholder alignment

Research insights

Modernise

Visual refresh

Typography update

Component overhaul

Enhance

Map/list integration

Filter improvements

Unlock optimisation

Validate

Internal testing

User feedback

Iteration cycles

Unlocking Access, Unlocking Trust

The unlock experience, where fans gain access to exclusive ticket offers through partner programs, was another area full of friction. Flows were fragmented, with too many entry points, confusing UI, and little contextual guidance. We consolidated everything into a single, intuitive pattern with optimised UI, clear instructions, and account linking to reduce manual input. User testing showed 100% of participants successfully unlocked on their first attempt, describing the process as straightforward and effortless. By unifying and simplifying the flow, we improved usability and strengthened trust in Ticketmaster’s core promise of access.

Scaling Toward a Fan-First Future

With each enhancement, the EDP evolved from a static information page into a flexible, scalable framework. The reskin aligned it with the Global Design System, the map and list improvements made browsing more fluid, the filtering overhaul sped up decision-making, and the unified unlock experience boosted clarity and confidence. Together, these steps created a foundation for ongoing global enhancements and ensured the EDP can continue to support new fan behaviours, partners, and inventory types.

What I Learnt

I learnt that successful transformation often starts with foundations. By delivering a clean reskin first, we built trust and momentum, which made it easier to expand scope into deeper interaction changes. Each enhancement was guided by research and fan behaviour, showing me that incremental, evidence-led improvements can compound into major impact at global scale.

Impact Amplified

Reskin completed

Agile Delivery

Sprints executed

Foundation Built

Future proofed

Feature Optimisation

Interactions refined

More projects

AI Learning Concept Design Gamified UX

Yapari: AI-Powered Learning

AI-powered learning that transforms curiosity into action, generating gamified courses on any topic for accessible, engaging education.

Read case study

Agile Iteration Design Systems Usability Testing