City Destination Page Research

Led the research and early ideation behind Ticketmaster’s new city-based discovery experience, making event exploration more intuitive and engaging for fans.

Client

Ticketmaster

Industry

Entertainment

Service

UX Research

Duration

2 months

Green Fern
Green Fern
Green Fern

OVERVIEW

The Cities Page project aimed to improve how fans discover events within specific locations. I led the research phase and helped shape the early content structure and page layout to support richer navigation and more relevant user journeys.

OVERVIEW

The Cities Page project aimed to improve how fans discover events within specific locations. I led the research phase and helped shape the early content structure and page layout to support richer navigation and more relevant user journeys.

OVERVIEW

The Cities Page project aimed to improve how fans discover events within specific locations. I led the research phase and helped shape the early content structure and page layout to support richer navigation and more relevant user journeys.

THE CHALLENGE

Our goal was to understand how users explore cities and events, and where Ticketmaster’s current experience fell short. I planned and ran interviews, analysed behavioural data, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs (promoting top events and partners) with user expectations (ease of exploration) was a core challenge.

THE CHALLENGE

Our goal was to understand how users explore cities and events, and where Ticketmaster’s current experience fell short. I planned and ran interviews, analysed behavioural data, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs (promoting top events and partners) with user expectations (ease of exploration) was a core challenge.

THE CHALLENGE

Our goal was to understand how users explore cities and events, and where Ticketmaster’s current experience fell short. I planned and ran interviews, analysed behavioural data, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs (promoting top events and partners) with user expectations (ease of exploration) was a core challenge.

THE SOLUTION

We designed navigation patterns and information hierarchy to make local discovery feel seamless; blending editorial content, location-based listings, and relevant callouts. Early prototypes were validated through usability testing, and findings fed into a clear MVP direction for the dev team to implement.

THE SOLUTION

We designed navigation patterns and information hierarchy to make local discovery feel seamless; blending editorial content, location-based listings, and relevant callouts. Early prototypes were validated through usability testing, and findings fed into a clear MVP direction for the dev team to implement.

THE SOLUTION

We designed navigation patterns and information hierarchy to make local discovery feel seamless; blending editorial content, location-based listings, and relevant callouts. Early prototypes were validated through usability testing, and findings fed into a clear MVP direction for the dev team to implement.

THE RESULT

The new City Destination Page delivered a more engaging and user-led browsing experience, boosting interaction and event discoverability. The MVP has since gone live across key markets, setting a new standard for how fans explore cities on Ticketmaster.

THE RESULT

The new City Destination Page delivered a more engaging and user-led browsing experience, boosting interaction and event discoverability. The MVP has since gone live across key markets, setting a new standard for how fans explore cities on Ticketmaster.

THE RESULT

The new City Destination Page delivered a more engaging and user-led browsing experience, boosting interaction and event discoverability. The MVP has since gone live across key markets, setting a new standard for how fans explore cities on Ticketmaster.

Conclusion

This project reminded me how powerful user research can be when it’s properly shared and acted on. Seeing the MVP live — built directly from insights we uncovered — was a great validation of the process. It also reinforced the importance of collaboration between UX, SEO, and product strategy when designing for large, content-rich platforms.

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