UI / UX Design
B2B Global Page Builder Initiative
Unifying global splash pages through scalable templates and design system integration.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
April - July (Paused)
Overview :
Amplify Accelerate was a global initiative at Ticketmaster focused on systemising splash page creation across markets. The goal was to connect design system governance with CMS tooling, enabling structured flexibility while improving brand consistency, operational efficiency, and fan experience.
Key Initiatives
System Unification
Align splash pages with GDS components to reduce fragmentation and design drift.
Structured Flexibility
Create modular templates that balance governance with stakeholder autonomy.
Operational Efficiency
Reduce time spent on bespoke builds and improve internal adoption of Amplify templates.
Actions :
Conducted macro and micro audits of splash pages and GDS components.
Mapped CMS tooling logic to front-end template modules.
Facilitated cross-functional workshops to align on scalability, constraints, and rollout strategy.
Stakeholder Insights
Client-First Focus
Pages were often optimised for marketing requirements over fan decision-making
Inconsistent Discovery
Hierarchy and comparison cues varied significantly across markets.
Governance Gaps
Components existed in production without clear system definitions.
Media Overload
Rich content was used inconsistently, sometimes increasing cognitive load.
Operational Friction
Page creation relied heavily on manual or legacy workflows.
Comparison Anxiety
The “browse & compare” stage carried the highest cognitive demand
Process
Audit
Reviewed splash pages and mapped structural inconsistencies.
Deconstruct
Broke modules into atoms, molecules, organisms to assess GDS alignment.
Map
Connected CMS Customiser logic to template configuration rules.
Explore
Designed safe vs. brand-elevated module variations.
Align
Ran stakeholder reviews and design workshops to refine direction.
Iterate
Tested layouts with real content and adjusted hierarchy accordingly.
I conducted a macro audit of splash pages to identify structural inconsistencies across markets, followed by a micro-level GDS component audit to pinpoint gaps between production output and the design system, ensuring any new templates were grounded in governance rather than guesswork.
Actions :
Fan journey map to step back from individual templates and understand how splash pages function within the wider decision-making flow. From entry point through browsing and comparison to conversion, it helped us identify critical friction points and refocus the design around supporting confident package comparison.
Actions :
Key Themes
Scalability
Designed for global rollout across markets.
Governance
Defined structured guardrails for consistency.
Modularity
Built reusable, flexible content blocks.
System Thinking
Aligned front-end design with internal tooling logic.
Accessibility
Embedded hierarchy, contrast, and clarity at component level.
Modularity
Built reusable, flexible content blocks.
Splash pages varied widely across markets, with inconsistent brand execution and heavy reliance on bespoke builds.
A scalable, template-driven system aligned with GDS components, enabling faster creation and consistent brand output across regions
Challenge :
Amplify was mid-platform migration, which meant feasibility and roadmap timing were constantly shifting.
Stakeholder availability varied, and some teams were hesitant to adopt structured constraints after years of bespoke flexibility.
Balancing innovation with operational risk required careful alignment and evidence-based discussion rather than aesthetic preference.
Result :
Amplify Accelerate laid the foundation for scalable splash page creation across global markets.
It strengthened the relationship between GDS governance and CMS tooling, reduced design deviation, and improved internal clarity around template logic.
While largely structural in nature, the initiative positioned splash pages as decision-support tools rather than purely marketing surfaces. The aim would be to increase Amplify usage from 25% to 60-75% percent of marketing pages globally.
Key Takeaways :
Rollout
Deploy templates globally through the Customiser.
Measurement
Track adoption, engagement at comparison stage, and page performance.
System Evolution
Formalise new components into GDS and refine Customiser UX.
More Projects
UI / UX Design
B2B Global Page Builder Initiative
Unifying global splash pages through scalable templates and design system integration.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
April - July (Paused)
Overview :
Amplify Accelerate was a global initiative at Ticketmaster focused on systemising splash page creation across markets. The goal was to connect design system governance with CMS tooling, enabling structured flexibility while improving brand consistency, operational efficiency, and fan experience.
Key Initiatives
System Unification
Align splash pages with GDS components to reduce fragmentation and design drift.
Structured Flexibility
Create modular templates that balance governance with stakeholder autonomy.
Operational Efficiency
Reduce time spent on bespoke builds and improve internal adoption of Amplify templates.
Actions :
Conducted macro and micro audits of splash pages and GDS components.
Mapped CMS tooling logic to front-end template modules.
Facilitated cross-functional workshops to align on scalability, constraints, and rollout strategy.
Stakeholder Insights
Client-First Focus
Pages were often optimised for marketing requirements over fan decision-making
Inconsistent Discovery
Hierarchy and comparison cues varied significantly across markets.
Governance Gaps
Components existed in production without clear system definitions.
Media Overload
Rich content was used inconsistently, sometimes increasing cognitive load.
Operational Friction
Page creation relied heavily on manual or legacy workflows.
Comparison Anxiety
The “browse & compare” stage carried the highest cognitive demand
Process
Audit
Reviewed splash pages and mapped structural inconsistencies.
Deconstruct
Broke modules into atoms, molecules, organisms to assess GDS alignment.
Map
Connected CMS Customiser logic to template configuration rules.
Explore
Designed safe vs. brand-elevated module variations.
Align
Ran stakeholder reviews and design workshops to refine direction.
Iterate
Tested layouts with real content and adjusted hierarchy accordingly.
I conducted a macro audit of splash pages to identify structural inconsistencies across markets, followed by a micro-level GDS component audit to pinpoint gaps between production output and the design system, ensuring any new templates were grounded in governance rather than guesswork.
Actions :
Fan journey map to step back from individual templates and understand how splash pages function within the wider decision-making flow. From entry point through browsing and comparison to conversion, it helped us identify critical friction points and refocus the design around supporting confident package comparison.
Actions :
Key Themes
Scalability
Designed for global rollout across markets.
Governance
Defined structured guardrails for consistency.
Modularity
Built reusable, flexible content blocks.
System Thinking
Aligned front-end design with internal tooling logic.
Accessibility
Embedded hierarchy, contrast, and clarity at component level.
Modularity
Built reusable, flexible content blocks.
Splash pages varied widely across markets, with inconsistent brand execution and heavy reliance on bespoke builds.
A scalable, template-driven system aligned with GDS components, enabling faster creation and consistent brand output across regions
Challenge :
Amplify was mid-platform migration, which meant feasibility and roadmap timing were constantly shifting.
Stakeholder availability varied, and some teams were hesitant to adopt structured constraints after years of bespoke flexibility.
Balancing innovation with operational risk required careful alignment and evidence-based discussion rather than aesthetic preference.
Result :
Amplify Accelerate laid the foundation for scalable splash page creation across global markets.
It strengthened the relationship between GDS governance and CMS tooling, reduced design deviation, and improved internal clarity around template logic.
While largely structural in nature, the initiative positioned splash pages as decision-support tools rather than purely marketing surfaces. The aim would be to increase Amplify usage from 25% to 60-75% percent of marketing pages globally.
Key Takeaways :
Rollout
Deploy templates globally through the Customiser.
Measurement
Track adoption, engagement at comparison stage, and page performance.
System Evolution
Formalise new components into GDS and refine Customiser UX.
More Projects
UI / UX Design
B2B Global Page Builder Initiative
Unifying global splash pages through scalable templates and design system integration.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
April - July (Paused)
Overview :
Amplify Accelerate was a global initiative at Ticketmaster focused on systemising splash page creation across markets. The goal was to connect design system governance with CMS tooling, enabling structured flexibility while improving brand consistency, operational efficiency, and fan experience.
Key Initiatives
System Unification
Align splash pages with GDS components to reduce fragmentation and design drift.
Structured Flexibility
Create modular templates that balance governance with stakeholder autonomy.
Operational Efficiency
Reduce time spent on bespoke builds and improve internal adoption of Amplify templates.
Actions :
Conducted macro and micro audits of splash pages and GDS components.
Mapped CMS tooling logic to front-end template modules.
Facilitated cross-functional workshops to align on scalability, constraints, and rollout strategy.
Stakeholder Insights
Client-First Focus
Pages were often optimised for marketing requirements over fan decision-making
Inconsistent Discovery
Hierarchy and comparison cues varied significantly across markets.
Governance Gaps
Components existed in production without clear system definitions.
Media Overload
Rich content was used inconsistently, sometimes increasing cognitive load.
Operational Friction
Page creation relied heavily on manual or legacy workflows.
Comparison Anxiety
The “browse & compare” stage carried the highest cognitive demand
Process
Audit
Reviewed splash pages and mapped structural inconsistencies.
Deconstruct
Broke modules into atoms, molecules, organisms to assess GDS alignment.
Map
Connected CMS Customiser logic to template configuration rules.
Explore
Designed safe vs. brand-elevated module variations.
Align
Ran stakeholder reviews and design workshops to refine direction.
Iterate
Tested layouts with real content and adjusted hierarchy accordingly.
I conducted a macro audit of splash pages to identify structural inconsistencies across markets, followed by a micro-level GDS component audit to pinpoint gaps between production output and the design system, ensuring any new templates were grounded in governance rather than guesswork.
Actions :
Fan journey map to step back from individual templates and understand how splash pages function within the wider decision-making flow. From entry point through browsing and comparison to conversion, it helped us identify critical friction points and refocus the design around supporting confident package comparison.
Actions :
Key Themes
Scalability
Designed for global rollout across markets.
Governance
Defined structured guardrails for consistency.
Modularity
Built reusable, flexible content blocks.
System Thinking
Aligned front-end design with internal tooling logic.
Accessibility
Embedded hierarchy, contrast, and clarity at component level.
Modularity
Built reusable, flexible content blocks.
Splash pages varied widely across markets, with inconsistent brand execution and heavy reliance on bespoke builds.
A scalable, template-driven system aligned with GDS components, enabling faster creation and consistent brand output across regions
Challenge :
Amplify was mid-platform migration, which meant feasibility and roadmap timing were constantly shifting.
Stakeholder availability varied, and some teams were hesitant to adopt structured constraints after years of bespoke flexibility.
Balancing innovation with operational risk required careful alignment and evidence-based discussion rather than aesthetic preference.
Result :
Amplify Accelerate laid the foundation for scalable splash page creation across global markets.
It strengthened the relationship between GDS governance and CMS tooling, reduced design deviation, and improved internal clarity around template logic.
While largely structural in nature, the initiative positioned splash pages as decision-support tools rather than purely marketing surfaces. The aim would be to increase Amplify usage from 25% to 60-75% percent of marketing pages globally.
Key Takeaways :
Rollout
Deploy templates globally through the Customiser.
Measurement
Track adoption, engagement at comparison stage, and page performance.
System Evolution
Formalise new components into GDS and refine Customiser UX.