📈 Business Impact
• Significantly improved internal workflows and reduced context switching for pricing specialists
• Successfully launched a more intuitive, integrated pricing tool—resulting in increased revenue for the business
• Overcame initial user resistance to change and drove adoption of a new UI through design iteration and relationship building
building
🎯 Project Role
Owned UX strategy and execution over 12 months. Collaborated daily with product and engineering, led user engagement, and drove adoption of a redesigned pricing tool used by internal stakeholders managing millions in revenue.
🛠 Skills Used
• Enterprise UX
• Product Design
• Visual Design
• Information Architecture
• User Research Synthesis
• Interaction Design
• Stakeholder Communication
• Design Strategy
• Data Visualization
• Change Management
The Problem
Users hated change—even when change was needed.
Ticketmaster’s internal tool for pricing "Platinum" ticket allotments was a spreadsheet-style app—visually outdated, inefficient, but deeply ingrained in user behavior.
Despite its flaws, users had developed muscle memory. To price events, they had to open one tab for the tool and another for a seat map on Ticketmaster.com, constantly context-switching. The challenge wasn’t just design—it was convincing users that a better experience was possible without breaking their workflow.
The Process
Step 1: Requirements + Research
I reviewed business requirements with the PM through daily check-ins to clarify functionality and stakeholder feedback. Our user research team had also completed interviews and developed a persona for the Pricing Specialist, giving us a solid foundation.
Step 2: Define the Experience
The app had two main screens:
• Event List Page
• Event Detail Page
The user journey:
1. Locate an event needing attention
2. View the event’s detail page
3. Review Platinum seat pricing on the seat map
4. Adjust pricing or inventory
Step 3: Wireframe + Iterate
I conducted whiteboarding sessions with:
• Product
• Engineering
• Key users
From there, I produced wireframes for both pages, tested designs, and refined layouts through multiple iterations.
Final Design - Event List
• Simplified scanning of events
• Modern visual hierarchy
• Visual indicator for price changes (line graph eventually accepted)
The Design Challenge: Change Aversion
Users were particularly resistant to one new design choice—a line graph added to the Event List page to show pricing trends.
Despite unanimous internal alignment (design, product, and engineering agreed the graph was better), users clung to the original three-number column format. The issue wasn’t the graph itself—it was habit and trust.
So we pivoted:
• Released the tool without the graph initially
• Ran a soft campaign to advocate for the graph with power users
• Gradually introduced the visual feature over time
After two months of active engagement and feedback loops, the graph was finally adopted—and eventually preferred.
Event Detail Page
Explorations
Final Design
• Integrated seat map and pricing controls in a single tool
• Allowed seat selection by row, section, or individual
• Users could filter, modify pricing, or adjust seat hold status
The Results
• The redesigned tool is now fully live and in use across internal teams
• Delivered a smoother, unified experience that reduced workflow friction
• Drove significant revenue increases from optimized seat pricing
• Built strong alignment with engineering and earned lasting trust from end-users
This project is a great example of how thoughtful enterprise UX, combined with strategic stakeholder management and visual clarity, can transform internal tools and drive real business outcomes.
