Finding and buying a ticket in one path

Project information

Industry

Live entertainment

Format

Concept

Users

Fans looking for music, festivals and sport in Italy

My role

Experience design, Interface design, Responsive layout

Tools

Figma

Overview

Ticketmaster Italia sells tickets. The hard part comes before the purchase.

You have to find the right event on a crowded page, trust a list where fees only show up at the end, and then pick a seat on an event page where seat, price and order sit in separate columns. This concept redraws that path, homepage, category and event page, on desktop, tablet and mobile.

What gets in the way

The homepage puts search, a hero, editorial content and ads in one view, with no clear route to buying. Events compete with banners, and the merchandising uses placeholder images.

Category filters barely go beyond date. There's no sub-genre and no grouping by place, yet a list of hundreds of events needs city, date and availability readable in one pass.

On the event page, ticket types, seat map, fees and order summary are split across different areas. On a phone they turn into a string of separate decisions. The full fee only appears at checkout, sometimes 30–50% above the listed price.

The fix is hierarchy and transparency, not a new brand. I worked inside Ticketmaster's existing design system and added local components only where it had none. Each page gets one obvious path: a clear way in, a structured flow, and a purchase panel where the seat and the final price are always visible together.

Methods

Audit of the live site

I went through the site page by page: usability, visual hierarchy, accessibility, navigation and interaction patterns. That made the structural problems explicit before I drew anything.

Concept: Feel the Moment

Choosing an event is where the night out starts. The direction rests on three ideas: respect the design system, one clear path per page, and context everywhere, meaning location and honest fees.

Homepage and category

The homepage greets you by location, leads with one featured event and drops the competing ads. The category page adds place and sub-genre filters next to date, an event count, and rows where city, date and availability read at a glance.

Event page and responsive

Ticket types, seat map, fees and basket share one panel, and the fee breakdown shows before checkout. Three layouts: desktop 1512px, tablet 834px, mobile 390px. On mobile, picking a seat on the map leads the flow.

Outcome

One path, from finding an event to buying a ticket.

• Homepage. Location greeting, a featured event and a direct route to buy. No ads in the main view.
• Category. Place and sub-genre filters alongside date, an event count, and city, date and availability on every row.
• Event page. Ticket types, seat map and fees in the same panel, with the final price, booking fees included, shown before checkout.
• Personalisation. A preference prompt and a Recommended section adapt the homepage to where you are and what you've bought.
• Responsive. Three separate layouts, with map-based seat choice leading on mobile.

This is a concept for Ticketmaster Italia, not a released product.