Ticketmaster
TM1: AI-powered event management software
Ticketmaster gave us the task of reimagining their current event management platform TM1, but this time, powered by AI. The innovative software revolutionizes the workflow, transitioning it from manual tasks to seamlessly automated processes guided by AI suggestions.
User painpoints
Artist managers need data on event pricing and marketing for their artists but currently rely on frequent calls with Ticketmaster and manual searches for information, as well as creating manual snapshots of inventory and sales data to monitor performance.
Pricers who set ticket prices and manage inventory, face challenges accessing up-to-date data for decision support, requiring them to leave their tool for market trends and event data, and to follow up with box offices, all while struggling to consolidate tour routing with their system.
Marketers who build and maintain email and web campaigns to engage fans and drive ticket sales and traffic. They struggle with tracking effectiveness across systems and channels and meeting sales goals due to limited data for segmentation.
Solution
Develop a dedicated platform for artists and artist managers centered around data insights, and establish a separate platform for pricers and marketers to facilitate streamlined communication.
Develop a platform that uses AI to automate manual tasks like setting prices for multiple seats, while providing the latest and most accurate data and offering intelligent suggestions to expedite the process.
TM1 for Artist
TM1 management platform for artist managers to track ticket sales and fan base.
TM1 for Pricers & Marketers
A data management platform for event pricers and marketers to review data, initiate marketing and pricing strategy, and release tickets and marketing campaigns.
Real-time prediction driven by AI
TM1 AI will output data based on the real-time input by users. For example, if a marketer enters a lower budget for the marketing campaign, TM1 will show the predicted revenue based on the new data.
Action Playlist
Action Playlist is the sidebar that informs the users of all the tasks they need to execute. Each playlist, when opened, consists of a)data, b) potential problems, and c) AI-suggested solutions. Users will go through each of the playlist task to either a) approve the solution, b) modify the solution, or c) dismiss the problem. For better user scannability, the coloured badges give quick information about each task, and the users can view a summarized overview using hover states.
Dark mode & Light mode
We initially started off with a dark mode so it was easier on the eyes for users who had to stare at the data viz for a long period of time. However, from our user interviews, we realized it all came down to personal preference. We then decided to make both versions to accommodate users’ needs.
Design System
To test the viability of the new TM1, we delivered production-ready designs for TM1 for Artist Phase 1. To ensure 1:1 visual parity between design and development, we delivered a foundational system of production-ready design tokens.
A modular and dynamic model based on the user’s needs.
We tried over 10 versions of the Dashboard, experimenting with tabs, rows, and filters to organize event and attraction information to highlight priorities and actions. We developed a modular and dynamic model based on the user’s needs.
Artist Manager Dashboard
The purpose of the Artist Manager’s dashboard is to display view only insights to allow the user to get an understanding of recent and predicted future performance.
Marketer & Pricer Dashboard
The purpose of the Marketer’s dashboard is to guide the user in what needs their urgent attention to help them to prioritise and address urgent needs.
Pricer Dashboard
As with the Marketer’s dashboard, the Pricer’s delivers insights in a modular framework to deliver the most important insights with suggested actions from TM1.
Process Video
Between April and August 2023, the Huge team dedicated substantial effort to the reconstruction of TM1 Artists and TM1 Pricer & Marketer, concurrently developing a distinctive design system for TM1. The undertaking demanded a considerable investment of time and resources. The project's success resulted in the acquisition of additional projects from Ticketmaster.
Team Effort
Anna Serra
Creative Director
Kirstyn Potter
Experience Design Lead
Mielconejo DMacedo
Senior Visual Designer
Richard Davy
Group Creative Director
Natalie Weilandt
Senior Experience Designer
Abbie Groves
Senior Project Manager
Joshua Hurtado
Visual Design Lead
Rachel Pendergrass
Associate Program Director
PJ Musselman
Senior Visual Designer