My Role
I focused on end-to-end design for the Social Profile and Split Payment experiences, while also contributing to the shared design system to ensure consistency and scalability across features.
My Team
Sara Park Max Barbosa Isabelle Kwong Harry Lin
Tools
Proto Pie Figma
Design Award and Recognition
Communication Arts 2023
Annual Award Winner - Design Excellence
2024 Interaction Awards
Shortlist for Disturbing Design Category
Project Overview
Reimagining Ticketmaster
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.
Research
Competitor Analysis
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.
RESEARCH
Empathy Interview
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.
I have to use so many apps to plan my evening.
I have to request for payment on venmo, and sometimes I forget about it
We will have to get on a phone call to discuss which seats to get, or sending screenshots
If it wasn't so social, no body would watch. It's really engrained in social media and pop culture references. It's something to talk about.
Choosing seats is confusing, the map alone doesn't give you a sense of how far the stage is.
I appreciate recommendations, they make choices easier.
RESEARCH
Journey mapping
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.
Emily Garcia
Duration: 6 months
Scenario:
Emily has been following up with the news for the upcoming BTS concert. She has been saving up for months to afford a ticket. She and friends are really excited because they want to get the VIP ticket. She has prepared the cutest outfits and BTS merch. Emily is all ready to have a good time with her best friends, but first let's pray she can get her hands on the tickets.
Goals:
- Reward herself for working hard in school
- An unforgettable experience.
- Share a wonderful night with her friends.
- See her idol and sing along
| STAGES | STEPS | TOUCHPOINTS | ACTIONS | CUSTOMER EXPERIENCE | PROBLEMS | OPPORTUNITIES FOR IMPROVEMENT |
|---|---|---|---|---|---|---|
| Planning | Receive info about the event | Desktop Browser Mobile Social Media | Browse website, social media or community for upcoming event | π Excited | Ticket master banner ads a not showing events that Emily is interested in. | Ticketmaster needs to understand costumers interests. Be their one stop center for event information |
| Look for the event on Ticketmaster | Desktop Browser Mobile | Looking for an event on Ticketmaster using search function | π Annoyed | Event suggestions or trending events are never the 'right' event that Emily wants to attend. | Ticketmaster's home page can suggest trending events based on demographics. Should also make use of data of past attended events or search history | |
| Booking | Choosing ticket | - | - | π‘ Intense | - | - |
| Purchase ticket | - | - | π° Anxious | - | - | |
| Paying back friends for the ticket | - | - | π Relief and Worry | - | - | |
| Merch | - | - | π Disappointed | - | - | |
| Pre-event | Get to event venue | - | - | π± Panicked | - | - |
| Enter event | - | - | π Confused | - | - | |
| During Event | - | - | - | π Euphoria | - | - |
| End of event / Leaving Venue | - | - | π Hollowness | - | - | |
| Back Home | Arriving Home | - | - | π Relaxed! | - | - |
DEFINE
Problem framing
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.
Problem Statement
Emily Garcia
K-pop Fangirl
Emily, a dedicated student at FIT, needs a more convenient and reliable platform to purchase group tickets for trending concert with friends, because it is tedious to buy tickets as a group and process payment.
Danny So
Sports Enthusiast
Danny needs to have a lively night out with friends, away from work, because he values a healthy work/life balance and would only go to a game if his friends will attend with him.
Evelyn Jones
Family Centered
Evelyn, a mother of two daughters, needs an accurate seat selection system because she wants her kids to have the best experience and wants her effort on planning to be worthy.
Aaron Williams
Theater Buff
Aaron needs more recommendation for local areas to eat around his venue because he values others personal experiences when planning a city outing.
DEFINE
Effort and Return
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.
Effort & Return
DEFINE
MVP
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 β expanding from essential table-stake functionality to differentiated features that create long-term competitive advantage.
IDEATE
Wireframe Sketches
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.
IDEATE
Task Flow
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.
IDEATE
Low Fidelity Wireframes
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.
EVALUATION
Testing / Feedback / iteration
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.
EVALUATION
Final Delivery
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.
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EVALUATION
Design System
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.
Figma Link
Learning
What we did well
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What can be improved
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