Reducing friction to land enterprise ticketing clients
Ticketmaster Sales is a web platform used by theatres, enterprise outlets, and call centres to sell tickets at scale. The product aspired to be fast and self-explanatory, but key functionality was absent and the experience had enough friction to make that goal feel distant. My role was to close the gap.
Research combined user interviews, surveys, and analysis of a comparable internal tool. Three problems emerged consistently: users needed to add notes to orders (60% of users on a similar platform did this daily, but the feature didn’t exist), they needed to sell membership tickets, and the core ticket flow had enough friction to slow down high-volume operators.
Using jobs-to-be-done framing, I prioritised these into three focused workstreams and worked closely with engineering throughout to ensure what was designed could ship.
Order notes. Embedded directly after ticket selection, with automatic date and signature stamping. Tested with 14 users before shipping. The feature moved from an undocumented workaround to a first-class part of the flow.
Membership ticket sales. A validation and sales flow developed collaboratively with engineers, handling the edge cases that made membership ticketing tricky to get right without a prolonged handoff process.
Ticket flow improvements. Simplified the basket, reduced repetitive event searches, and cleaned up a payment page that was causing unnecessary drop-off. Visual design was updated throughout to reduce cognitive load on high-speed operators.
Several large enterprise clients were acquired, including a major German client the sales team had been pursuing for years. Post-launch surveys showed increased customer satisfaction, with tickets sold per transaction and average transaction speed both improving.
From collaborators
"After just a few months, trusted with one of our largest features to date. Proactive, naturally collaborative with stakeholders and engineers, and never afraid to take on more responsibility. A great asset to any design team."
