Date: January - Sept 2018 Role: Lead UX Strategy & UI Designer The Team: Product Manager, Strategy Lead, Junior UX Designer, UX Researcher team, Development team, Director of 3D, Creative Director
ABOUT Ticketmaster is the world's leading live event ticketing company selling over 465 million tickets each year in over 30 countries worldwide. In 2016, they acquired IOMedia, creator of the 3D Virtual Venue, with the goal of integrating the 3D viewing technology into Ticketmaster’s purchasing system. Virtual Venue offers users a preview of the exact view from their seats at over 110 venues across North America and Australia, including Madison Square Garden, AT&T Stadium, and the LA Coliseum.
THE CHALLENGE While Virtual Venue technology gave users a sense of how they’d see a performance or game, it lacked a lot of basic functionality. It was great for creating 3D simulations for event seating, but fell short of delivering a responsive, user-friendly modern purchasing experience. Our challenge was to improve the overall experience while implementing a brand new design system on Virtual Venue. In addition to this, we were also tasked with integrating Virtual Venue’s 3D views into Ticketmaster’s existing shopping experience with a primary focus on season ticket packages for professional and college sports teams.
PROJECT GOALS The main goals were to create a responsive site and app, improve accessibility and information for season ticket shoppers, and add additional features like saving and comparing seats. We also needed to consider that every team, sport, show, and venue had different feature requests. Finding the balance between their needs with those of the users was the formula for achievement.
PLANNING I created a project plan with an extensive research phase to validate my assumptions and help me better understand the user journey pain points. Along with the Ticketmaster stakeholders and UX Research team in LA, we began the process of gathering team representatives of various sports teams and users for interviews. Because of the large volume of games and financial commitment, we had a very specific group of users for research. Also, to interview current season ticket owners as well as fans who attended multiple games but never bought packages.
UNDERSTANDING DATA The insights from team reps and season ticket buyers provided were quite useful. Teams unanimously agreed on the designs of package selection and purchase flows but wanted to be able to show custom perks and add-on orders like parking passes or merchandise. Suites and premium box seat views were also something they wanted featured more prominently. The user’s number one request was as expected and straightforward. They wanted the ability to shop, browse, and compare on their own time and not have to rely on calls or emails with sales reps to make their transaction. We agreed this is the best practice, unfortunately each team has their own degrees of pricing privacy and many do not want them publicly listed. A large issue, along with extra fees, that is out of our hands. I always designed and encouraged the most transparency as possible and expected teams to follow as the updates becomes live.
BRAINSTORMING & WIREFRAMING Taking into account all the feedback and features that this Virtual Venue 2.0 Buy Flow needed to be populated with I came up with a user journey of a typical user (John Wilson). A die-hard hockey fan, middle-aged, male, with a high income whom has had season tickets for a few years and would like to buy ones that are even closer to the ice. I started sketching flows, then making wireframes in Sketch App. When I had come up with a clear direction I presented this to Ticketmaster in a Keynote to make use of some of the animation tools to quickly and clearly communicate the concepts and flow. My idea was to make the entire buying process a series of steps that followed in a sequence that would enable to user to understand the range of options they have and to be able to compare their current to new seats easily.
MAKING PROTOTYPES Ticketmaster was very excited about this direction so I quickly created a prototype in InVision. This went through quite a few variations and adjustments on behaviors and how selecting and previewing would work cohesively on both mobile and desktop. The prototype quickly became high fidelity with styles, interactions and responsiveness all incorporated into the detail. Our team began sending and getting feedback from the development team in New Delhi, India via Zeplin and InVision.
FINAL DESIGNS The last steps involved moving to a responsive grid and new design system the Ticketmaster design team in LA had been updating simultaneously. I submitted all of the prototypes with the interaction detailed out as well as click events to the development team in India. I also created tablet versions (portrait and landscape views) with all the information and layouts that were a hybrid of the mobile and desktop flow. I then spent some time Improving the checkout flow to a cleaner, quicker, and more modern approach.
Spotify has quickly become the definitive music streaming service for all commercial music with an estimated 75 million active users. At VaynerMedia, my job was to keep their social media fans excited about new releases, awesome artists, recommended playlists, and historical release everyone should listen to. They were really into the black and lime green pre-2015. Or “Matrix colors” as I would call them. It’s nice to see they’re incorporating more color and playful looks into their current branding. It seems everyone is copying that now!
The 8 App
8 is a premium video and photo sharing social network that allows creators to own, control and profit from everything they upload. 8 empowers content creators and consumers with an elegant and customizable platform that makes creating, and sharing content simple and profitable.
LearnBop is an automated tutoring platform for math and science subjects. The startup company has developed Common Core-aligned, automated tutoring content for middle school aged math students. The step-by-step tutoring program can save teachers time on grading and allow them to focus on where their students are struggling the most. LearnBop is currently being used by middle schools in NY, MA, GA and MO.
I was in charge of all the design that went on at LeanBop. Shown here are some of my favorite selections of my work there. Many bright colors and simple designs. Whatever I could do to make math look exciting. Not an easy task!
Better Call Saul
Social media designs created while working for Meredith Corporation.
Sour Patch Kids
Sour Patch Kids! Everybody’s favorite teeth destroying little sour gummies. The brand direction we took with SPK was to show the kids getting into lots of fun and mischief. Parodying was a big part of this theme. I’m a big fan of their boyband look and Tinder profile. Fans seemed to get a kick out of their adventures too. And adding them as toppings to other food always seemed to get big reactions.
VaynerMedia is “a social media brand consulting agency, leverages online platforms to build marketing communities.” What that means is we run the social pages and create campaigns for many different brands. Each with their own audiences, demographics and challenges to get people excitedand to interact with the various brands. VaynerMedia was listed on Ad Age's 2015 Agency A-List Standouts. Not too shabby!
Flyers & Events
Being a DJ and music producer means I have lots of friends that DJ and throw parties. Through these friends and networking I’ve found opportunities to design flyers for some of New York City’s biggest Electronic music events. I try to capture the essence of what the music, vibe and party will be like and not just show a boring DJ looking serious or young woman in a bikini with headphones like many others flyers do.
Gilt City is lifestyle deals site operating in a dozen major US cities. You can find deals for restaurants, spas, events and shows in your city and at a discount price.
For these banner ad designs, I wanted to focus on the beautiful photography and make the headlines clear and to the point. Especially with limited canvas space.
Ooh la la! Yes for a brief 2 month period I freelanced for “The world's most glamorous lingerie store.” And sadly, had no super model co-workers. The majority of work I did was web and banner ads of all sizes. I also got to design a few landing pages which were a bit more involved than they look. There were dozens of slight changes over the process of creating them. Victoria is all about the details!
I Love NY
A years back the New York Times was celebrating the famous Milton Glaser “I Love NY” design and asked readers to reimagine the logo. This was 2010 and I took the heart and made into a dollar bill. “It costs a lot to love New York. I think its worth it, though.” This is still very true today!
G4 TV (re-launched as the Esquire Network in 2013) was a TV network focusing on the wold of video games and other left field entertainment. The name G4 stands for the four generations of video games.
Over the course of a year or so I made dozens of banner ads, IPG ads (those ads you see when flipping through your channel guide for if you have cable), DVD inserts, hero graphic pages and more! The styles varied from clean, techy and minimalistic to grunge, worn and hand-made looking. Always in the name of fun!
Stride is a chewing gum company owned by Mondelēz International. Their current tag line is “Mad Intense Gum.” At VaynerMedia, I oversaw an entire re-design of this “Mad Intense” Twitter and Facebook pages. I was inspired by 90s clipart, bright rave colors, outer space, funky patterns, and general weirdness you might find on Tumblr pages. Everything was meant to be fun, random and appeal to a high school aged audience.
Every ten year old boy’s dream job come true! As a kid I loved basketball and baseball cards. It would actually design my own cards with myself on them. I need to find them and post pics! It was a privilege to work for Topps and Mada Design (the design studio that provided Topps with their designs and production for many years).
More Topps collectable cards. We had so many awesome clients it was really fun to work with so many iconic pop cultural brands. Star Wars, Indiana Jones, Terminator… many cool and beloved franchises I enjoyed growing up with.
Stanley Kubrick Films
This was a college project to redesign packaging for a series of movies by one director. I'm really proud of these and think my designs are better than any DVD or Blu Ray set Kubrick has ever released.
Rich Uncle Skeleton
Rich Uncle Skeleton was the name of DJ crew in the late 00s. We made “banging electro and house” music and would DJ various parties around Brooklyn and Manhattan. The name came from a Simpsons episode and the logo was a mix of the Jolly Rodgers skull with the Rolex logo. A remix if you will!