The hard part was never selling the ticket.
It was getting people through the gate.
TicketNetwork teamed up with MLB and Ticketmaster Secure Render to launch a brand new mobile ticket delivery experience. Buying the ticket was smooth. Everything after checkout is where it fell apart. People kept losing track of their tickets, hit confusing authentication walls, and scrambled to pull up their barcodes right as they reached the gate.
I led design strategy and execution end to end, across web, mobile, email, and account surfaces. The mission: take a stitched together post-purchase mess and turn it into one connected ecosystem that walks people confidently from "just bought it" to "I'm in."
Checkout was never the finish line. The real win was the moment someone walked through the gate.
The cracks weren't in the sale.
They were everywhere after it.
On customer-facing surfaces, no single screen was broken. The trouble was that small friction points piled up at every step after checkout, and event-day pressure turned each one into a crisis.
- Tickets felt missing the moment people paid, hidden behind logins and Secure Render steps.
- Many people had no idea an account was even part of the deal.
- A minor annoyance at home became a full crisis in line at the stadium.
- People pinballed between emails, account pages, and password resets to assemble one journey.
It was never a retrieval problem.
It was a connected-ecosystem problem.
Before sketching a single screen, I mapped the whole journey from "add to cart" to "through the turnstile," then partnered with Marketing, Customer Service, Engineering, and the Ticketmaster integration crew to pinpoint where the friction actually lived and what it cost the business.
Four principles,
one connected system.
Discovery handed me a clear set of marching orders. I turned them into four principles that steered every decision from that point on.
Access over account management
People want their tickets, not a settings menu. Retrieval becomes the main event.
Reduce decision making
Every extra decision adds friction. Cut the steps between needing a ticket and holding one.
Confidence through visibility
People should always know where they are and what comes next. Uncertainty is the enemy.
Design for event-day
Design for thumbs, time pressure, and chaotic crowds, not for perfect lab conditions.
I explored with AI,
then pressure-tested with engineering.
To align everyone fast, I used Figma AI to speed up early exploration around the dashboard, retrieval flows, and account structure. Then I worked closely with engineering to account for edge cases, and built an interactive prototype in V0 covering login, authentication, retrieval, and event-day entry. I also connected directly with Ticketmaster to make sure the secure verification aligned with their Secure Render requirements, so product, engineering, and the partner team were all aligned before build.
The prototype, from verification to the gate
One prototype covers the whole path: account verification, sign-in and recovery, then the live ticket in barcode, QR, or wallet form, plus every not-ready and error state. Tap through the flow, then switch ticket and error states from the panel.
New York Yankees vs. Miami Marlins
I didn't use AI to crank out finished designs. I used it to validate directions fast and spend my time where it counted.
A connected ecosystem,
not a fresh coat of paint.
Instead of polishing pages one at a time, I designed four interconnected pieces that carry people from purchase to gate as one seamless journey.
Event-first account redesign
The old account buried tickets as one of a dozen settings. I rebuilt the information architecture around upcoming events and ticket access, flipping the experience from "account management" to "event access." Persistent View Tickets CTAs create a one-tap path straight to retrieval.
Game-day ticket reminders
People were hunting for tickets while walking to the venue, waiting in security, or circling for parking. So I designed proactive reminders that surface ticket access at the exact moment it is needed.
The whole idea: bring the tickets to the customer instead of making the customer go hunt for them.
Triggered at the right moment
Reminders fire on game day, right when people need their tickets, not hours early when they'd forget all over again.
One-tap direct access
One tap drops people straight into ticket retrieval. No email digging, no account spelunking, no relying on memory.
Secure ticket retrieval
Working inside Ticketmaster Secure Render's requirements, I designed authentication that balances ironclad security with real usability. People verify successfully, finally understand why verification is needed, and reach their barcodes with confidence. You can step through the full flow at the bottom of the page.
Fewer support calls, higher NPS,
more repeat buyers.
The downstream effect was clear: people who grabbed their tickets without ever calling support were far more likely to come back.
What I'd carry
into every project.
The most important moment is often after the conversion
So much product thinking obsesses over getting people to buy. This project was a reminder that the experience after checkout, when people actually need the thing they paid for, matters just as much. Designing for the full lifecycle, not just the funnel, is what builds lasting trust.
Proactive design beats reactive design
The game-day notification proved a simple principle: instead of building better search, kill the need to search at all. Bringing the right information to people before they think to ask removes friction at the source instead of patching it downstream.
Cross-functional partnership is a design tool
The sharpest insights here came from Marketing and Customer Service, not a research lab. The patterns hiding in support tickets told a clearer story than any survey could. Treating other teams' data as design input makes every outcome better.
The full flow, live.
The interactive prototype itself. Tap the game-day notification to start, then move through verification, account recovery, and a live barcode.