Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.

We asked our interviewees about their frequency to attending a live event, understand their ticketing process and what are some frustration they encounter throughout the process.

We conducted 20 empathy interviews with Ticketmaster users to better understand their booking experiences. Below are some of the insights and recurring sentiments that stood out.

We developed a comprehensive journey map that traced the user experience from discovering an event to completing the ticket purchase, attending the event, and post-event reflection. This allowed us to identify key workflows, emotional highs and lows, friction points, and breakdowns across the end-to-end experience.

Based on our research findings, we identified key problem areas across the user journey. From these insights, we developed targeted problem statements and user personas to clearly define user needs and pain points.

With multiple problem areas and potential solutions identified, we created an Effort vs. Impact matrix to evaluate and prioritize opportunities. This framework helped us position solutions based on development effort and expected return, identify features with compounded benefits, and determine which investments would deliver the greatest strategic value.

After collaborative discussions and prioritization workshops, we defined a focused set of MVP features that we believe will deliver the greatest value to our target personas. From there, we explored how each core idea could evolve beyond the MVP — expanding from essential table-stake functionality to differentiated features that create long-term competitive advantage.

We developed wireframes to visualize product task flows and layout structure. These low-fidelity sketches helped clarify core interactions, validate assumptions, and align design with user needs before high-fidelity exploration.

Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.

Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.

Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.

Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.

Ticketmaster is the world's largest event ticketing platform. While live events are something people look forward to, the experience of getting tickets often comes with frustration and negative emotions. We recognize that securing high-demand tickets is a systemic challenge, and not one this project aims to solve. Instead, this case study explores how rethinking supporting features and interactions can make the overall experience more intuitive, transparent, and enjoyable, from planning a night out to the moment you arrive at the venue. Our goal: to reduce friction around the moments before and after the purchase, helping users feel more confident, prepared, and excited about their night.