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

Status

MVP Live

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.

ACTIONS I TOOK

Enrich our discovery knowledge of our highest revenue personas (25-34 year old Concert fans)across UK & NA markets.

Discovery into the behaviours, needs, pains and gains of fans seeking city specific events.

Identify key opportunities and recommendations to support the needed features for MVP validation and future phase iterations.

THE 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.

THE 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.

THE 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.

THE RESULT

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.

THE RESULT

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.

THE RESULT

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.

View Live Site

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.

Research as a Decision Driver

This project reinforced how strong qualitative and quantitative insights can directly shape product direction and build confidence across teams.

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.

Discovery at Scale

I learned how to structure content and navigation for large platforms where clarity and discoverability are critical to user engagement.

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.

Cross Functional Collaboration

Working closely with SEO, product, and engineering highlighted the value of shared ownership when designing complex discovery experiences.

Cross Functional Collaboration

Working closely with SEO, product, and engineering highlighted the value of shared ownership when designing complex discovery experiences.

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