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Product Design · Ticketmaster Hotels · 7 min read

Designing beyond the ticket

Bringing tickets and stays together for a more seamless fan experience.

Role
UX/UI Designer
Timeline
Ongoing
Team
Team of 3, with PM & engineering
Platform
Web & mobile

Context

What if buying a ticket was only the beginning?

The excitement of an event doesn't end at checkout. For fans travelling to see their favourite artists, figuring out where to stay is part of the experience, too.

Ticketmaster Hotels brought tickets and accommodation together, but the booking experience still felt disconnected and difficult to navigate.

I joined a team of three to help rethink that journey, making hotel discovery more intuitive, connecting it to the ticket purchase experience, and building a foundation that could scale with the product.

At a glance

Booking conversion
↑ 0%

increase in hotel booking conversion

Booking drop off rate
↓ 0%

reduction in users abandoning the hotel flow

Hotel attach rate
↑ 0%

of ticket buyers who also booked a hotel

Bookings
↑ 0%

increase in hotel bookings

Research

The challenge wasn't finding a hotel. It was the journey.

Drawing on multiple research inputs and feedback, I identified three areas where the existing experience created friction.

01 · No sense of progress

User interviews revealed users couldn't easily tell where they were in the booking process or what came next.

02 · Too much information

Usability testing showed important hotel details competed for attention when users needed to compare options.

03 · Two experiences, not one

User feedback highlighted how switching between ticketing and hotels made planning feel like two separate transactions.

Design decisions

Three decisions that shaped the journey.

Each friction pointed to a call about how the experience should work. These three shaped everything that followed.

01

Start from the event, not a blank search

Fans had already chosen an event, so I carried that context into hotel discovery instead of making them start over.

02

Replace ambiguous tabs with a guided path

The old tabs blurred the sequence, so I added a Hotel → Ticket → Review stepper to show progress and the next step.

03

Put the deciding details up front

Rather than making users dig for details, I put location, pricing, and availability up front for faster comparisons.

Product

1

Making hotel booking feel like a natural extension of the event experience.

01

Contextual entry point

Connected hotel discovery to the selected event, carrying important context forward instead of making fans start a separate search.

02

A clearer booking journey

Replaced tabs with a guided Hotel → Ticket → Review stepper, giving users a clearer sense of where they were and what came next.

03

Hotel selection

Refined hotel cards to bring location, pricing, availability, and accommodation details into focus while keeping the event in view.

2

Bringing hotels into the ticket-buying journey

Fans already had their tickets. I wanted to make booking a place to stay just as easy.

I introduced a hotel add-on directly into the existing checkout, giving fans another way to book through Ticketmaster Hotels without leaving their ticket purchase. It also complemented the standalone hotel booking experience.

I designed the add-on to bring hotel details, dates, pricing, and cancellation terms into the checkout review, letting fans review their tickets and stay together before paying in one transaction.

Turned ticket purchases into new opportunities for hotel bookings.

3

Building a foundation for scale

As the experience expanded, so did the number of patterns and states the team needed to maintain. I built a library of 200+ reusable components covering hotel cards, filters, pricing, cancellation messaging, and checkout states.

This created a shared foundation for consistent experiences and made future updates easier to extend.

One source of truth: updating a component once updates every screen that uses it.

Outcome

A more connected experience, built to grow

The work brought greater continuity to the hotel booking journey while establishing a stronger foundation for future development.

01

Connected discovery

Brought hotel discovery closer to the event experience.

02

Clearer booking

Simplified navigation and made hotel information easier to evaluate.

03

Scalable design

Built a 200+ component library to support consistency across the product.

Reflection

Designing beyond individual interactions

This project changed how I think about connected experiences. Some of the biggest opportunities weren't within individual screens, but in the transitions between them. It reinforced the importance of designing for the entire journey while building systems that support what comes next.

More work

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