UI / UX Design
Insight-led City Destination Page MVP
Led the research and early ideation behind Ticketmaster’s new city-based discovery experience, making event exploration more intuitive and engaging for fans.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
2 months
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.
Challenge :
I planned and ran interviews, usability tests, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs, brand consistency and technical constraints with user expectations was a core challenge.
Result :
View Live Site
The MVP has since gone live across 200+ key markets, setting a new standard for how millions of fans explore city-based events on Ticketmaster.
Key Takeaways :
Research as a Decision Driver
This project reinforced how strong qualitative and quantitative insights can directly shape product direction and build confidence across teams.
Discovery at Scale
I learned how to structure content and navigation for large platforms where clarity and discoverability are critical to user engagement.
Cross Functional Collaboration
Working closely with SEO, product, and engineering highlighted the value of shared ownership when designing complex discovery experiences.
More Projects
UI / UX Design
Insight-led City Destination Page MVP
Led the research and early ideation behind Ticketmaster’s new city-based discovery experience, making event exploration more intuitive and engaging for fans.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
2 months
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.
Challenge :
I planned and ran interviews, usability tests, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs, brand consistency and technical constraints with user expectations was a core challenge.
Result :
View Live Site
The MVP has since gone live across 200+ key markets, setting a new standard for how millions of fans explore city-based events on Ticketmaster.
Key Takeaways :
Research as a Decision Driver
This project reinforced how strong qualitative and quantitative insights can directly shape product direction and build confidence across teams.
Discovery at Scale
I learned how to structure content and navigation for large platforms where clarity and discoverability are critical to user engagement.
Cross Functional Collaboration
Working closely with SEO, product, and engineering highlighted the value of shared ownership when designing complex discovery experiences.
More Projects
UI / UX Design
Insight-led City Destination Page MVP
Led the research and early ideation behind Ticketmaster’s new city-based discovery experience, making event exploration more intuitive and engaging for fans.
Year :
2025
Industry :
Entertainment
Client :
Ticketmaster
Project Duration :
2 months
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.
Challenge :
I planned and ran interviews, usability tests, and worked with product and SEO teams to identify key content gaps and interaction pain points. Balancing business needs, brand consistency and technical constraints with user expectations was a core challenge.
Result :
View Live Site
The MVP has since gone live across 200+ key markets, setting a new standard for how millions of fans explore city-based events on Ticketmaster.
Key Takeaways :
Research as a Decision Driver
This project reinforced how strong qualitative and quantitative insights can directly shape product direction and build confidence across teams.
Discovery at Scale
I learned how to structure content and navigation for large platforms where clarity and discoverability are critical to user engagement.
Cross Functional Collaboration
Working closely with SEO, product, and engineering highlighted the value of shared ownership when designing complex discovery experiences.