Internal Platform Redesign

2019 – 2020 Product Designer

Disrupting the ticketing industry

I joined Lyte – a technology platform for venue & event owners to take control of their ticketing experiences – in 2018 as one of it’s first designers. The company started in New York City with three co-founders, then was established in San Francisco while working out of small office in SOMA. The company has grown to over 65 employees and has opened an office in Belarus, Minsk.

As Lyte’s first UX designer, I used my visual, research and project management skills to standardize internal products that improve productivity for our customer service managers (CSM). I then focused on designing a new in-ward facing platform starting from the ground up.

Roles and Responsibilities

Product Design – Management – Leadership – Visual Design

Product Designer

Jan 2019 - Present

Lead the product design, research and design system development for a new internal tools platform.
Worked closely with product, engineers, and stakeholders in an agile environment to build viable and feasible solutions.
Developed information architecture, interactions models and customer flow to derive structure.
Provided leadership as a subject matter expert for our growing design team in our SF headquarters and Minsk office.

UX Designer

April 2018 - Jan 2018

Defined user experience for a variety of product features from multiple platforms.
Conducted extensive user research, interviews, and feedback sessions to provide key insights into internal teams wants and needs.
Planned evolutionary, iterative updates for newly created product features that actualize the larger vision over time.
Developed design prototypes for testing hypotheses, prior to developing complete software solutions.

Lyte’s mission is to fill every seat and make the event experience magical for fans. The company is an extension of the primary ticketer, reducing fraud, driving down no-show rates and delivering real savings to fans. Lyte is disrupting the current norm by providing venue, festival and convention partners a platform that allows them to battle 3rd party scalpers and shady marketplaces.

I streamlined essential internal processes, improved upon existing tools, designed and implemented new products as a UX Designer. I helped increase gross ticket revenue and productivity by providing easy to use allocating and processing tools. I then designed Lyte’s first automated internal platform, unifying essentials process and features from multiple platforms.

I cannot show the majority of work I did at Lyte because of proprietary concerns. Below is a sample of some of the projects I directly worked on while leading the design at Lyte.

Get to know the user

Based on the idea that an internal tool should be researched and designed the same way as a consumer facing tool is done, instead of shipping tools as fast as possible and potentially ending up with another Frankenstein tool. I spent a good amount of time shadowing and interviewing CSM’s.

I conducted countless user research sessions to derive product insights. I employed user interviews, contextual inquiry and analysis, card sorting, etc.

Opportunities

After spending time shadowing, observing and interviewing all CSMs, the most significant insight was that all CSMs had similar workflows yet completed basic tasks differently. Furthermore, CSMs were required to navigate through multiple platforms to complete basic tasks.

This understanding drove the product design structure of our system and permitted me to concentrate on creating one streamlined “best practice” instead of having multiple ways of solving the same problem. I focused on designing and building a platform that works for every CSM guiding them to do the right thing at the right time, avoiding the chance of making mistakes.

Simplifying the allocation of ticket holds

For venues, festivals and conventions…Sold-out doesn’t always mean sold-out. Typically venue owners and event managers “hold’ on to a number of tickets for patron disabilities, panic buyers or artists requesting tickets for their family, friends or fan clubs. If the ticket holds are not used, venue owners and event managers use the Lyte platform to off-load the tickets to be sold to fans who’ve requested tickets using Lyte. Though beneficial for all parties the entire process of creating, importing and transferring tickets is time-consuming, confusing and caused CSMs to loose money.

I started out by interviewing CSMs and conducting task analysis to help understand and gather all requirements needed to complete the late release process. I printed out all essential pages and mapped out the user flow to help me find connections between platforms, pin-point bottlenecks and evaluate efficiency. It provided me with direction to start sketching out ideas.

Defining the user flow provided me with direction to start sketching out ideas and wireframes. I then created a low-fidelity prototype and began to conduct usability tests.

I iterated the design based on insights from usability tests, as well as new requirements for exceptional cases.

Business Outcome

Building the late release tool decreased the time and steps required to process ticket holds by half. Before the the new tool, clients were required to contact CSMs to inquire on ticket demand and obtain credit card information to charge Lyte.

The new late release tool enables CSMs to easily transfer multiple batches of tickets in seconds with a click of a button, freeing up time for them to focus on providing clients with insight to better manage their exchange. The new tool allows Lyte to capture tickets holds 24/7 and increase revenue by tenfold.