Tickets. Taylor’s Version
Overview
As part of a design challenge, I reimagined what Ticketmaster would look like if it were specifically made to cater to Taylor Swift’s needs. This is website that includes a place to browse and buy Taylor Swift concert tickets, look through her merchandise, and a hub for all things Taylor!
Role
Product Designer
Goal
Centralize Taylor Swift’s website by streamlining ticketing to make it more intuitive and user-friendly.
Skills
UI/UX Design, Product Design, Prototyping in Figma
Timeline
3 days
Tools
Figma
Problem Scope
How might we design a central hub website for Taylor Swift that seamlessly serves as a reliable platform for purchasing tickets and merchandise, all the while embodying trendiness and catering to the aesthetic preferences of her fans?
Project Goals
How can we make the Tour Dates page easier to read and use?
How can we organize merchandise more effectively?
How can we customize Ticketmaster for Taylor Swift fans?
How might we increase Ticketmaster’s transparency to build better customer trust?
How can Ticketmaster improve the ticket buying process?
My Process
Research + Brainstorming
First, I conducted competitor analysis by looking at what other relevant Gen-Z artists’ websites looked like. My goal was to strike a balance in aesthetics, drawing inspiration from the modern-art vibe of The Weeknd while infusing elements reminiscent of Olivia Rodrigo's overtly Gen-Z feel.
Audience Segmentation
Who will be visiting this site?
Taylor’s fans split up into (but are not mutually exclusive):
Gen Z
Millennials
Loyal, dedicated, long-time fans who want easter eggs and call outs
Moodboard!
As we all know, Taylor has many many eras to choose from, but what is her overall aesthetic?
To explore this, I created a mood board and identified a vibe that captures her glittery mirrorball aesthetic with a blend of introspective city girl nostalgia.
Ideation + Iteration
Alternative Versions
Potential Option #1
I decided not to go in this direction despite the fact that it’s visually strong because it felt impersonal.
Potential Option #2
Personally, I like these looks but doesn’t quite feel like Taylor’s aesthetic / brand. Also does not feel as accessible or relatable to her wider audience.
I ended up going with a scrapbook theme! To me, scrapbook felt the closest to her aesthetic because it just fits her vibe! She writes her own music, she’s introspective and creative and it feels like she is in communication with us, her fans, through this website!
Final Design
Highlights
A visually appealing home page tailored specifically for Taylor Swift fans.
Implemented sortable tour dates, enabling users to organize events based on specific criteria, with a prominent feature highlighting the next upcoming event.
Enhanced merchandise section with sorting options using tags, including hidden “easter egg” tags for added fun.
Developed a more transparent, user-friendly, and efficient Ticketmaster experience.
Introduced a simplified ticket selection process, making it easier for users to find tickets at the best price.