Ticketmaster concept

Project information

Industry

Live entertainment

Format

Concept

Users

Fans looking for music, festivals and sport in Italy

Responsibilities

Experience design
Interface design
Responsive layout

Tools

Ticketmaster Italia sells tickets. The harder part is the path before that: finding the right event in a crowded page, trusting a list where fees only appear at the end, and landing on an event page where the seat, the price and the order live in separate columns. This concept redraws that path — homepage, category and event detail — across desktop, tablet and mobile.

Challenges and Opportunities

The homepage stacks search, hero, editorial content and ad placements in a single view with no guided path to purchase. Events compete with banner ads; merchandising relies on placeholder imagery. In the category, filters cover little more than date — no sub-genre, no geographic grouping. A list of hundreds of events needs a city, a date and a status readable in one pass. On the event page, ticket types, seat map, fees and order summary split into separate areas. On mobile, these become a sequence of disconnected decisions. The fee total only appears at checkout — sometimes 30–50% above the listed price.

The opportunity is hierarchy and transparency. The brand stays. The concept works within the existing design system, extending it with local components where needed. Every page gets a defined cognitive path: a clear entry point, a structured flow, and a purchase panel where the seat and the final fee are always visible together.

Methods

As-is audit

I analysed the live site page by page — usability, visual hierarchy, accessibility, navigation and interaction patterns. The audit made the structural problems explicit before any redesign work began.

Concept — Feel the Moment

Choosing an event is the start of an experience. The concept direction centres on three pillars: Respect (work within the design system), Clarity (one cognitive path per page), Context (geo-relevance and fee transparency throughout).

Homepage and category

Homepage: geo greeting, featured event, clear hierarchy, no competing ads. Category: filters for place and sub-genre alongside date, an event counter, and a row format where city, date and sale status are readable at a glance.

Event detail and responsive

Ticket types, seat map, fees and cart summary share one panel. The fee breakdown is visible before checkout. Full responsive coverage: desktop 1512px, tablet 834px, mobile 390px — on mobile, seat selection from the map leads the flow.

Outcome

The concept maps a single cognitive path from discovery to purchase.

Homepage: geo greeting, featured event, and a direct route to buy — ads removed from the primary viewing area.
Category: filters for place and sub-genre alongside date; an event counter; every row shows city, date and sale status at a glance.
Event detail: ticket types, seat map and fees share the same panel; the final price — including booking fees — is visible before checkout.
Personalisation: a preference prompt and a Recommended section adapt the homepage to the user's location and purchase history.
Responsive: three independent layouts — desktop 1512px, tablet 834px, mobile 390px — with seat selection from the map leading on mobile.

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