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 : CLARIFYING THE PROBLEM AND SUCCESS METRICS WITH PRODUCT TEAM
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.
Event Acquisition
A lack of a complete range of city pages, hindering the ability to acquire customers browsing events around a specific locations.
Disconnect
We did have existing city genre pages, but it sits in isolation of the current set of Discovery pages.
Unsold Inventory
0%
0%
of inventory remained unsold due to low event awareness.
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Enriched our discovery knowledge of the highest revenue personas (25-34 year old concert fans) across UK & NA markets.
Ran discovery into the behaviours, needs, pains and gains of fans seeking city specific events.
Identified key opportunities and recommendations to support the needed features for MVP validation and future phase iterations.
Overall, the usefulness and appetite to browse for events via our city destination page was received positively:
8/10
5 x moderated participants (NA)
8.2/11
40 x unmoderated participants (NA & UK)
USER INSIGHTS:
DISCOVERY FREQUENCY
Participants stated that they discover events regularly (every few weeks),but only attend an events on a monthly basis.
SEARCHING HABITS
Participants stated that their search process is a variation of organic searches via Google and a mixture of event websites
PLATFORMS USED
Different platforms are used depending if they are discovering larger versus smaller events suited to their needs
event AWARENESS
Participants stated that the role of social media plays a part in how they discover upcoming events suited to their interest.
POINTs OF INTEREST
Participants stated that they have appetite to explore a wide range of events outside of their most interested event category.
PAGE DISCOVERY
Participants stated that they would go straight to the categories relevant to their needs before browsing everything else available.
Below are the user insights we mapped out, themed and synthesised
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Key themes identified:
DISCOVERING EVENTS
Breakdown and breadth of content within categories did not meet participants needs.
REFINING RESULTS
Overwhelming amount of events requires immediate needs to filter based on needs.
DECISION making
Understanding what an event offers upfront supports needs based decision making.
Key Page areas we user tested:
Persistent tab/ Filtering
Category Breakdown
Featured Events
Venues
Editorial Content
Challenge : Feasibility & Constraints
We worked closely with product , engineering and SEO teams to identify key content gaps and interaction pain points. Based on the user findings we synthesised early on, we uncovered that some of the user requests were infeasible both for SEO, engineering, and partly the business initiative. Therefore, as a product team, we took this feedback and agreed on a more minimal-viable design approach to the page MVP, for balanced compliance, scalability, ease of use and engagement.
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 : CLARIFYING THE PROBLEM AND SUCCESS METRICS WITH PRODUCT TEAM
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.
Event Acquisition
A lack of a complete range of city pages, hindering the ability to acquire customers browsing events around a specific locations.
Disconnect
We did have existing city genre pages, but it sits in isolation of the current set of Discovery pages.
Unsold Inventory
0%
0%
of inventory remained unsold due to low event awareness.
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Enriched our discovery knowledge of the highest revenue personas (25-34 year old concert fans) across UK & NA markets.
Ran discovery into the behaviours, needs, pains and gains of fans seeking city specific events.
Identified key opportunities and recommendations to support the needed features for MVP validation and future phase iterations.
Overall, the usefulness and appetite to browse for events via our city destination page was received positively:
8/10
5 x moderated participants (NA)
8.2/11
40 x unmoderated participants (NA & UK)
USER INSIGHTS:
DISCOVERY FREQUENCY
Participants stated that they discover events regularly (every few weeks),but only attend an events on a monthly basis.
SEARCHING HABITS
Participants stated that their search process is a variation of organic searches via Google and a mixture of event websites
PLATFORMS USED
Different platforms are used depending if they are discovering larger versus smaller events suited to their needs
event AWARENESS
Participants stated that the role of social media plays a part in how they discover upcoming events suited to their interest.
POINTs OF INTEREST
Participants stated that they have appetite to explore a wide range of events outside of their most interested event category.
PAGE DISCOVERY
Participants stated that they would go straight to the categories relevant to their needs before browsing everything else available.
Below are the user insights we mapped out, themed and synthesised
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Key themes identified:
DISCOVERING EVENTS
Breakdown and breadth of content within categories did not meet participants needs.
REFINING RESULTS
Overwhelming amount of events requires immediate needs to filter based on needs.
DECISION making
Understanding what an event offers upfront supports needs based decision making.
Key Page areas we user tested:
Persistent tab/ Filtering
Category Breakdown
Featured Events
Venues
Editorial Content
Challenge : Feasibility & Constraints
We worked closely with product , engineering and SEO teams to identify key content gaps and interaction pain points. Based on the user findings we synthesised early on, we uncovered that some of the user requests were infeasible both for SEO, engineering, and partly the business initiative. Therefore, as a product team, we took this feedback and agreed on a more minimal-viable design approach to the page MVP, for balanced compliance, scalability, ease of use and engagement.
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 : CLARIFYING THE PROBLEM AND SUCCESS METRICS WITH PRODUCT TEAM
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.
Event Acquisition
A lack of a complete range of city pages, hindering the ability to acquire customers browsing events around a specific locations.
Disconnect
We did have existing city genre pages, but it sits in isolation of the current set of Discovery pages.
Unsold Inventory
0%
0%
of inventory remained unsold due to low event awareness.
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Enriched our discovery knowledge of the highest revenue personas (25-34 year old concert fans) across UK & NA markets.
Ran discovery into the behaviours, needs, pains and gains of fans seeking city specific events.
Identified key opportunities and recommendations to support the needed features for MVP validation and future phase iterations.
Overall, the usefulness and appetite to browse for events via our city destination page was received positively:
8/10
5 x moderated participants (NA)
8.2/11
40 x unmoderated participants (NA & UK)
USER INSIGHTS:
DISCOVERY FREQUENCY
Participants stated that they discover events regularly (every few weeks),but only attend an events on a monthly basis.
SEARCHING HABITS
Participants stated that their search process is a variation of organic searches via Google and a mixture of event websites
PLATFORMS USED
Different platforms are used depending if they are discovering larger versus smaller events suited to their needs
event AWARENESS
Participants stated that the role of social media plays a part in how they discover upcoming events suited to their interest.
POINTs OF INTEREST
Participants stated that they have appetite to explore a wide range of events outside of their most interested event category.
PAGE DISCOVERY
Participants stated that they would go straight to the categories relevant to their needs before browsing everything else available.
Below are the user insights we mapped out, themed and synthesised
TO understand USERS THROUGH EXISTING DATA FIRST BEFORE JUMPING INTO Design, WE:
Key themes identified:
DISCOVERING EVENTS
Breakdown and breadth of content within categories did not meet participants needs.
REFINING RESULTS
Overwhelming amount of events requires immediate needs to filter based on needs.
DECISION making
Understanding what an event offers upfront supports needs based decision making.
Key Page areas we user tested:
Persistent tab/ Filtering
Category Breakdown
Featured Events
Venues
Editorial Content
Challenge : Feasibility & Constraints
We worked closely with product , engineering and SEO teams to identify key content gaps and interaction pain points. Based on the user findings we synthesised early on, we uncovered that some of the user requests were infeasible both for SEO, engineering, and partly the business initiative. Therefore, as a product team, we took this feedback and agreed on a more minimal-viable design approach to the page MVP, for balanced compliance, scalability, ease of use and engagement.
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.