Ticketmaster TM1
As design lead, I collaborated with a multidisciplinary team in reimagining Ticketmaster’s aging B2B platform for venue managers and promoters. I coordinated designers to ensure high-quality execution, aligned UX and visual design with business goals, and contributed hands-on to strategic design solutions.
The result: a proof-of-concept MVP that transformed TM1 from a reactive data display into a proactive business intelligence tool. We delivered a scalable design system, an object-based sitemap, and an at-a-glance dashboard to help users act on complex data faster. The work set a new standard for Ticketmaster’s B2B products in form as well as function, and was met with strong stakeholder enthusiasm.
Process reel.
Strategic Approach
Collaborating closely with UX strategists, I helped translate business needs and user research into a smarter, object-oriented design model for TM1. Power users had been juggling dozens of browser tabs to complete routine tasks. By mapping their workflows, we found a unifying set of actions across roles: reviewing insights, approving actions, and creating new objects.
This insight shifted our approach from a static, page-based structure to a dynamic, object-oriented system with contextual actions, leading to a personalized dashboard that prioritized relevant, time-sensitive data to drive faster decisions with better transparency. Multiple validation rounds with 13 clients refined the approach, ensuring recommendations were supported by clear context without sacrificing efficiency.
Concept Resonance Testing & Refinement
I led the exploration of over ten dashboard variations, guided by experience principles that prioritized unifying workflows, supporting multi-channel use, and turning passive insights into proactive actions. The result was a multi-panel layout that balanced data visualization with action prompts, enabling real-time updates as users made adjustments.
User testing drove key refinements, including support for both light and dark modes and the addition of progressive disclosure patterns to build trust in algorithmic recommendations while keeping the interface actionable.
The Design System
The team designed a scalable design system for TM1 in close collaboration with developers, using a token-based architecture to ensure 1:1 visual parity between Figma and production.
We built semantic color tokens, typography and spacing scales, and reusable content and graph components optimized for financial data visualization. This cohesive ecosystem enables Ticketmaster’s teams to ship new features faster while maintaining consistency across their evolving B2B product suite.
“This work was like climbing a mountain. Now that we are at the top, we feel a sense of accomplishment and excitement we hadn’t had before.”
—Anat Treanor, Senior Director, Ticketmaster
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