myTickets—Track Events and Ticket Prices
Designing the Track feature, allowing users to track live events and ticket prices all in one place.
OVERVIEW
myTickets is an early stage ticketing startup that allows users discover live events and purchase tickets. With the discovery-to-purchase flow established (covered in last case study), the team needed to integrate a ticket price tracking feature. As the product design intern, I led the designs of the Track feature and implemented it into the existing flow and design system. I conducted extensive competitive analysis and research to navigate ambiguity and design a feature that stood out from competitors.
ROLE
Product Design Intern
TIMELINE
May 2025 - Aug 2025
TEAM
CEO 5 Developers Data Analytics Team
TOOLS/SKILLS
Figma, Prototyping, Developer Collaboration, Quality Assurance, Competitive Analysis
A Quick Glance at the Results
Delivered a Track feature that gave users multiple ways to follow events and view price trends, leading to a 3x increase in user recruitment. Added to the existing design system for tracked event cards, graphs, and interactions that improved consistency across mobile and web.
PROBLEM STATEMENT
How might we create a Track feature that delivers clear, valuable insights while driving long-term user retention?
The team needed to implement a Track feature into the existing discovery-to-checkout flow in a way that felt easy to use. The feature needed to stand out from competitors by surfacing unique value so that users would keep coming back.
Goal
Design a Track feature that allows users to track events and price analytics, while encouraging repeat engagement, building user trust through transparency, and driving conversions by connecting tracking seamlessly to checkout.
Research
The team wanted the Track feature to include price graphs and analytics. I started by analyzing competitors like StubHub and SeatGeek, noting how they offered multiple ways to track events, such as through artist cards, event cards, and dedicated “Tracked” or “Favorites” pages. I also looked at stock trading apps to understand how they display and organize price changes across different items. Combining these insights helped me design a feature that felt both familiar to users and uniquely valuable.
User Flow
Building on the discovery-to-purchase flow, I identified key opportunities to integrate the Track feature. Competitive research suggested placing it in Explore, Event, and Ticket Offer pages to give users multiple ways to engage and become familiar with the feature. I also ensured the Tracked Events page could connect seamlessly to checkout, supporting the business goal of driving ticket purchases.
Wireframes and Initial Designs
I created low-fidelity wireframes to quickly test different layouts, card placements, and interaction points. This allowed me to focus on how users would navigate and scan content early on. During this process, I identified reusable components, like tracked event cards, that could scale across pages and tie into the broader design system.
In my first iteration of the Tracked Events page, I tested different layouts but uncovered issues like inconsistent sizing, irrelevant icons, and missing ticket prices. In my competitive research, stock apps make prices a central element, reinforcing the need to surface ticket costs clearly for easier comparison.
Card Iterations
I iterated on “Update” and “Tracked Event” cards to make status changes clear at a glance. I experimented with color, iconography, and content density to improve quick recognition and help users scan information faster.
Iterating Through the Individual Tracked Event Page
In the first version of the Tracked Event page, the artist details took up too much space and a colored graph background reduced readability. In the new design, I simplified the layout, gave content more room to breathe, and emphasized event details, since they’re more relevant to users than the artist information.
Final Mobile Designs
The mobile designs use tracked event cards to separate events, showing ticket prices at a glance with relevant updates below. A dynamic price graph lets users hover to view exact prices powered by the team's price prediction model, with red and green indicators for price changes. A clear “Buy” button connects directly into the checkout flow.
Users can track events from multiple touchpoints: event pages, Explore recommendations, and ticket offer pages. This repetition helps build familiarity with the feature and encourages long-term retention as users return to myTickets for price updates. A simple plus icon reinforces consistency and recognition across the experience.
Final Web Designs
For web, I reorganized the information hierarchy to fit a larger viewport while staying consistent with the design system. Like mobile, users can track events in multiple ways. On the Tracked Events page, the side-by-side layout of all tracked events and an individual event makes it easy to switch between views.
TAKEAWAYS
Results
Delivered a Track feature that gave users multiple ways to follow events and view price trends, leading to a 3x increase in user recruitment. Added to the existing design system for tracked event cards, graphs, and interactions that improved consistency across mobile and web.
REFLECTION
Learned the importance of balancing familiarity (competitor patterns) with unique value to stand out in the market. Would invest more time in usability testing to validate interaction patterns and refine the navigation experience.
Next Steps
Implement a smart notification system to keep users returning and engaged with tracked events. Add coach marks and contextual modals to help users quickly understand and adopt the Track feature.
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