This case study explores the design and development of an integrated wayfinding solution for Ticketmaster, the world's leading ticketing platform with 500 million tickets sold annually across 30 countries. Recognizing a critical experience gap between ticket scanning and seat location, I conceptualized and designed a comprehensive wayfinding feature that guides users through complex venue environments, enhancing the end-to-end live event experience.
The solution delivers personalized navigation within large-scale venues, helping users efficiently locate their seats, find amenities, and identify emergency exits—transforming what was previously a frustrating experience into a seamless journey. Through comprehensive user research, iterative design, and extensive testing, the feature was refined to align with both user needs and Ticketmaster's brand ecosystem.
The standard ticketing experience currently ends at the venue entrance. After having their tickets scanned, users are left to navigate complex, often unfamiliar venue environments with minimal guidance, creating a significant experience gap at a critical moment in the customer journey.
Through user research, I identified several key pain points:
How might we provide users with critical information that helps them find their seats in a large-scale venue quickly?
As the world's leading ticketing platform operating in 30 countries and partnering with thousands of venues, Ticketmaster had a unique opportunity to extend its value proposition beyond the ticket purchase to enhance the complete live event experience. By addressing the "last mile" challenge, Ticketmaster could differentiate itself from competitors while solving a persistent user need.
I developed a comprehensive wayfinding system integrated directly into the Ticketmaster mobile app that provides:
The solution was designed to be seamlessly integrated with Ticketmaster's existing app architecture and visual language, creating a cohesive experience that felt like a natural extension of the product.
Seamless Journey: My Ticket → Interactive Venue Map → Turn-by-Turn Navigation
While this concept wasn't launched commercially, usability testing demonstrated significant potential impact:
The conceptual integration of indoor mapping capabilities represents a significant competitive advantage by extending Ticketmaster's value beyond the ticket purchase itself, addressing a universal pain point in the live event experience.
I employed multiple research methodologies to deeply understand the problem space:
1. Competitive Analysis of direct and indirect competitors:
2. User Interviews with 14 frequent event attendees revealed:
Based on research insights, I developed the following two primary personas and four user groups:
These personas guided feature prioritization and design decisions throughout the process.
Using the insights from research, I prioritized feature requirements based on user needs:
A concert-goer who easily gets lost in stadiums needs to find their seat efficiently because they're running late and need to join their friends.
The design process evolved through multiple iterations—from initial sketches and information architecture planning to low-fidelity wireframes and fully branded high-fidelity prototypes—with each stage refined through user testing and stakeholder feedback. Throughout development, I maintained strict adherence to Ticketmaster's visual language while prioritizing accessibility features including audio guidance and wheelchair routing options.
I conducted multiple rounds of usability testing, including task-based evaluation with 8 participants across diverse age ranges and contextual inquiry in simulated venue environments. Key improvements made based on testing feedback:
Beyond the core wayfinding functionality, I identified supplementary features that enhanced the overall solution:
These additions demonstrated strategic thinking beyond the immediate problem space and consideration of the complete user journey.
This project reinforced several critical product design principles:
To move this concept toward implementation, the following steps would be required:
The solution was designed with scalability in mind:
This approach enables phased implementation across Ticketmaster's extensive venue network while delivering immediate value to users.
The digital ticketing experience traditionally ends at purchase, creating a critical disconnect when users enter venues and face the uncertainty of "Where do I go now?" Drawing from my architectural design background, I approached this challenge by transforming navigation moments from potential stress into opportunities for delight.
This solution bridges the experience gap between virtual ticket purchasing and physical event attendance. By providing immediate access to location awareness and personalized routing, users can shift their focus from navigation anxiety to event anticipation. The inclusive design approach—incorporating audio guidance and wheelchair-accessible routes—ensures all attendees can navigate with confidence, while the emergency exit feature addresses critical safety concerns in crowded spaces.
Ultimately, a ticket represents more than admission—it's a promise of experience. By extending Ticketmaster's role from gatekeeper to guide, this wayfinding solution serves as a digital usher leading users directly to where the magic happens.