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.

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.

We created Task Flows to map out the exact steps a user needs to take to achieve their goals. By visualizing this journey early on, we were able to identify potential friction points and ensure the logic of the application was as streamlined and intuitive as possible before moving into design.

Once the flow was established, we moved into Low-Fidelity Wireframes. We used these skeletal blueprints to focus purely on layout, content hierarchy, and functionality. By keeping things simple and avoiding the distraction of colors or branding, we were able to iterate quickly and validate our core ideas through early testing.

During our initial usability testing, we discovered a significant point of friction: users felt overwhelmed when 'Split Pay' was introduced at the final payment screen. Introducing a complex social coordination task at the end of the funnel led to cart abandonment and user confusion. To solve this, I conducted competitive auditing of successful apps like Uber Eats. I observed that high-performing platforms initiate 'Group Ordering' at the very beginning of the flow. Based on this insight, we iterated on our architecture to move the group logic to the start of the journey. This shift ensured that by the time the user reached the checkout, the logistics were already settled, resulting in a much smoother, stress-free conversion path.

For our final delivery, we designed four core functions specifically engineered to enhance the end-to-end user journey—transforming the experience from simple ticket ordering into comprehensive event planning. We believe these solutions leverage Ticketmaster's inherent brand strengths while creating tangible value for the user. By addressing pain points like group coordination and planning early in the flow, we've positioned the platform not just as a transactional tool, but as a caring and trusted partner that supports the user through every stage of their live event experience.

We reimagined the Design System by developing a distinct visual code to help users intuitively differentiate between various event types at a glance. Inspired by the dynamic energy of stage lighting, we created a series of custom gradients designed to mimic the unique atmosphere of a live event. This wasn't just an aesthetic choice; by using light and color to evoke the 'feeling' of being in the crowd, we bridged the gap between the digital interface and the physical experience. This cohesive visual language ensures that whether a user is booking a high-energy concert or a theatrical performance, the interface feels like a natural extension of the event itself.