OVERVIEW
Presales are an extremely visible and critical part of the event lifecycle, often generating more revenue in a couple hours than all other ticket sales during the rest of an event’s on-sale period. As a ticketing platform, SeatGeek’s configuration tool is integral to the success of these presales. Leading up to this project there were a few high-profile client presales that had with misconfigurations, resulting in significant revenue loses for clients and for SeatGeek. In order to mitigate these issues, my team redesigned the presale configuration experience.
ROLE
Lead designer
UX researcher
Product manager (interim)
TIMELINE
9 months
Beta launched Feb 2025
Problems
Our research identified 3 main problems with the current experience
Disjointed configuration
The 10+ steps needed to configure a presale were housed in 3 different products, and within disconnected parts of the same product.
Hacky process
An entity originally intended for coupons was being used to enable presales, leading to costly client misconfigurations.
Intervention needed
Certain required steps took place in products that clients didn’t have access to, requiring internal team intervention to finish configuration.
How might we enable clients to self-serve pre & onsale set up in a tailored and guided way?
Goals
We reframed our key problems into opportunities to consider when designing the new solution
Disjointed configuration →
Opinionated workflow
The new experience should be a cohesive workflow that is easy to follow for new and existing clients. Our industry expertise should shine through, guiding users through the best possible experience.
Hacky process →
Intentional design
There should be no hacky, workarounds. Entities, settings, and visual design should be crafted for an intended purpose. Designs should utilize plain and concise language, and UX/UI best practices.
Intervention needed →
Self serve
All steps of configuration should be available to clients, empowering them to own the entire lifecycle of their event configuration.
Solution
The final design solution is a dedicated Presales & Onsales page that allows clients to manage all presale and onsale related information in one place, while easily comparing start and end times and status of upcoming presales.
Presale creation happens in a wizard-based flow that shows clients only the inputs and information relevant to their selections, allowing them to focus solely on the task at hand.
Feedback & Learnings
I worked closely with clients and internal subject matter experts throughout the duration of the project, soliciting feedback and more specific details on real-life use cases. This work was met with excitement and eagerness by clients, including the Cleveland Cavaliers, Dallas Cowboys, Utah Jazz, and WinStar Casino.
This redesign is currently in Beta testing with internal team members and select clients to gather early feedback of the working product.
“This will make it so much easier to validate and check too because its visually clear what is happening when.”