Ticketmaster's new 'Cities' Destination Page Discovery
Led UX UI Design for Cities Pages across 200+ key markets, setting a new standard for how millions of fans explore city-based events.
Client
Ticketmaster
Duration
5 months
Service
UX UI Design
Status
MVP Live
Project Objective
Collaborated with Ticketmaster's UX and Product team to design how fans discover events within specific cities. The goal was to create a more intuitive, engaging city destination page
We wanted to enhance content structure, navigation, and relevance for Ticketmaster's highest-value audience of 25–34 year old concert fans across UK and North American markets.
Improving how fans discovery events by city
We conducted user research, help shape the early content structure, page layout to support richer navigation, and more relevant user journeys.
Below are the user insights we mapped out, themed and synthesised:
The Process
1. Discovery & Persona Research
Deepened understanding of Ticketmaster's highest-revenue audience, 25 to 34 year old concert fans, by mapping their behaviours, needs, pain points, and motivations across UK and North American markets.
2. Mixed-Methods User Research
Ran both moderated (5 participants) and unmoderated (40 participants) usability testing sessions to uncover how fans search for, discover, and decide on city-specific events.
3. Insight Synthesis
Themed and synthesised research findings into clear opportunity areas, identifying what content, features, and interactions were most critical for the MVP and future iterations.
4. Content Structure & Page Design
Collaborated with the UX and Product team to define and design the five core page areas: filtering, category breakdown, featured events, venues, and editorial content, ensuring the layout supported intuitive discovery journeys.
5. Cross-Functional Collaboration
Worked closely with product, engineering, and SEO teams to sense-check design decisions against technical feasibility, SEO requirements, and business goals, refining the scope where needed.
6. MVP Scoping & Alignment
Facilitated alignment across the team around a minimal-viable design approach, balancing user needs with scalability, compliance, and engineering constraints to ensure a focused, shippable product.
UI Execution & Visual Design
Translated the validated research and content structure into polished, production-ready UI designs. Working within Ticketmaster's existing design system, the team crafted a visually engaging and consistent city destination page experience, with clear hierarchy, accessible components, and layouts optimised for both browsing and decision making.
What the Team had to say:
Stefan embedded himself quickly with professionalism and curiosity. He designed and delivered user-centred solutions with real accountability and initiative. I highly recommend him.
UX Lead @ Ticketmaster
This is just a snapshot of the entire design process. Reach out for the full story!
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