Problem
Broadway fans love live theater, but high ticket prices and limited access to reliable discounts often make attending shows stressful or unaffordable.
Finding a good deal usually requires searching across multiple platforms, waiting for last-minute offers, or relying on luck, turning what should be an exciting experience into a frustrating one.
Show lovers need a simple, trusted way to discover and purchase discounted Broadway tickets without the hassle or uncertainty.
Our goal is to make it easier for Broadway show lovers to purchase tickets.
By designing this ticketing platform, we hope to provide a more seamless and enjoyable experience for the Broadway enthusiast, while also expanding our business opportunities in the industry.
Opportunities
As a newcomer to the Broadway ticketing space, we reviewed competitor platforms to understand how tickets are discovered, priced, and purchased.
In addition to our secondary research, I also conducted 15x user interview to better understand the needs and preferences of potential users. Here are some key takeaways:
"I always read reviews before deciding to buy tickets for a show, so having a platform that provides comprehensive and honest reviews from real audience members would be really helpful."
"I want a platform that makes it easy for me to find and purchase tickets for my favorite shows, without having to navigate through confusing menus or complicated checkout processes."
"I'm always looking for the best deals and discounts, so a platform that offers competitive pricing and exclusive promotions would be ideal for me."
"It's important for me to have access to a wide variety of shows, including both popular productions and more niche offerings."
What do we want to build
This is a 0→1 product, so based on our research, we focused on building a lean MVP with only the most essential features.
The goal is to test market demand, validate assumptions, and gather user feedback to guide future iterations.
0→1 MVP
Rapid Exploration
Design Exploration
To explore the solution space, I focused on rapid ideation and low-fidelity concepts that emphasized clarity, speed, and ease of purchase. Multiple layout and flow directions were tested to identify the simplest path from show discovery to checkout.
Main User Flow
To clarify the end-to-end experience, I created a main user flow that maps the key steps from show discovery to ticket purchase. This flow highlights how users move between browsing, selecting a show, and completing checkout, ensuring a smooth and intuitive path with minimal friction.
Click image to zoom
Low-fi Sketch
To quickly align with stakeholders, I created a low-fidelity prototype that focused on core screens and key interactions. These sketches helped communicate the concept, validate the main user flow, and gather early feedback before moving into higher-fidelity designs.
Once the concept was approved by the founders, I moved into high-fidelity design, incorporating all essential features.
Discoverability
Conversion
Design Solution - Landing Page
I designed the landing page to help users quickly discover shows and understand ticket value at a glance.
Prioritized clear hierarchy, featured promotions, and intuitive navigation to reduce friction in early decision-making.
Focused on guiding users from discovery to show details with minimal cognitive load.
Featured Shows
Synchronized with Broadway Inbound, giving users a comprehensive view of the current trends in the industry.
This will allow users to stay up-to-date with the latest shows, and make informed decisions about which shows to attend.
Bob Fosse's DANCIN'
Bob Fosse’s DANCIN’ is Fosse’s full-throated, full-bodied celebration of the art form he loved and perfected … and then changed forever.
Broadway Guide
This section provides users with updated information on shows they're interested in. As well as guidance for newcomers on what to do before watching shows.
Broadway Guide
Weekly Promotions
High-visibility deals: Weekly promotions surface the best discounted tickets, making savings easy to spot at a glance.
Low-effort savings: Clear pricing and flash-sale badges help users quickly act on deals and save money without extra searching.
Discover Shows
Personalized discovery: Users can filter shows by genre and receive recommendations based on past purchases and browsing behavior, helping them quickly find relevant shows.
Information-rich cards: Each show card surfaces key details: title, genre, venue, date, time, and starting price, with the option to save shows for future reference.
All
Musical
Play
Dance
Opera
Other
Hamilton
Show-Score: 96%
Musical
Richard Rodgers Theatre
07/13/2015 - 12/30/2023
Starting from
$77
The Book of Mormon
Show-Score: 89%
Musical
Eugene O'Neill Theatre
02/24/2011 - 09/03/2023
Starting from
$53
Good Night, Oscar
Show-Score: 86%
Play
Belasco Theatre
11/02/2022 - 01/07/2024
Starting from
$59
A Beautiful Noise: The Neil Diamond Musical
Show-Score: 80%
Musical
Broadhurst Theatre
11/02/2022 - 01/07/2024
Starting from
$50
Camelot
Show-Score: 79%
Musical
Lincoln Center Theater-Vivian Beaumont
04/10/2023 - 05/13/2023
Starting from
$54
Conversion
Design Solution - Show Details Page
Designed the show details page to help users quickly decide whether to purchase.
Highlighted pricing, promotions, ratings, and venue details to reduce uncertainty.
Show Description / Details
Build confidence before purchase: Clear show descriptions, images, and Show-Score reviews help users understand what to expect and assess show quality quickly.
Support planning and decision-making: Key details like location, duration, performance dates, and on-sale timelines help users plan their visit with confidence.
& Juliet
$79 - $199
Created by the Emmy®-winning writer from Schitt’s Creek, this hilarious new musical flips the script on the greatest love story ever told. & Juliet asks: what would happen next if Juliet didn’t end it all over Romeo? Get whisked away on a fabulous journey as she ditches her famous ending for a fresh beginning and a second chance at life and love—her way.
Read More
Reviews
86%
(232 Reviews)
Positive
92%
Mixed
4%
Negative
4%
Show Details
First Performance
10/28/2022
On Sale Through
12/30/2023
Theatre
Stephen Sondheim Theatre
Genre
Musical
Duration
Approximately 2 hours and 30 minutes, including intermission
Audience
Ages 8 +
Children under the age of 4 are not permitted in the theatre.
Related News / Similar Shows
Keep users engaged: Related news provides timely updates and relevant content, helping users stay informed and connected to the show.
Encourage continued exploration: A “Similar Shows” carousel surfaces relevant alternatives, reducing drop-off and increasing the likelihood of discovery and purchase.
Related News
Similar Shows
Conversion
Design Solution - Check Out Flow
A streamlined checkout flow that guides users from date and seat selection to payment and ticket access.
Select Date
Fast date selection: Users can choose between a list view for quickly picking the nearest available date or a calendar view for browsing options at a glance.
Informed decision-making: The calendar view surfaces additional details, such as ticket availability, to help users choose the best date with confidence.
Pick Seats
Flexible seat selection for affordability: To keep ticket prices low, users select a seat range instead of a specific seat, balancing cost and choice.
Visual guidance for confidence: A seating map helps users understand available sections, and the selected range is highlighted to clearly reflect their choice.
Seat Section Highlight
Complete the Purchase / Access to the Show Tickets
Clear confirmation and delivery: Users review and confirm their purchase, then receive digital tickets instantly via email and their account, eliminating uncertainty after checkout.
Easy access at entry: Tickets are stored in the app and optimized for mobile display, allowing quick and hassle-free access at the venue.
Discoverability
Conversion
Key Features Iteration
To better serve our users and understand the problem, I conducted rounds of lightweight usability testing.
Here are some key factors we are considering for the design iteration
Landing Page - Weekly Promotions
To improve the performance of weekly promotions, I introduced a clear price comparison and made discounted pricing more prominent on each card. This helps users quickly recognize savings and encourages faster purchase decisions.
& Juliet
Flash Sale: 10% off
Musical
Stephen Sondheim Theatre
Starting from
$79
Previous Design
& Juliet
Flash Sale: 10% off
Musical
Stephen Sondheim Theatre
Starting from
$79
$69
New Design
Landing Page - Discover Shows
Improved discoverability: Switched from a carousel to a list view to enhance scanability, reduce visual noise, and support future filtering.
Support revisit and intent: Added a save action so users can bookmark shows they’re interested in and return when ready to purchase.
Show-Score: 86%
Musical
Aladdin
New Amsterdam Theatre
Starting from
$58
Previous Design
Aladdin
Show-Score: 86%
Musical
New Amsterdam Theatre
07/13/2015 - 12/30/2023
Starting from
$58
New Design
Order Confirmation Page
Clear confirmation and access: Redesigned the order confirmation with an interactive ticket card that highlights key details and provides quick access to the ticket wallet.
Encourage continued engagement: Improved layout readability and updated the CTA to “Discover More Shows” to prompt further exploration after purchase.
New Feature - Map View
Location-based discovery: The map view helps users quickly find shows near their current location, making it easier to plan based on distance and convenience.
Seamless exploration: Users can browse nearby and saved shows directly from the map, bridging discovery and decision-making without switching contexts.
Reflection
Building a platform from scratch can be a complex and challenging task, and each design decision made can have a significant impact on the product's overall performance.
I am grateful to have had the opportunity to work on a product in its early stages, as it allowed me to develop my skills in making informed design decisions and thinking more strategically about the product roadmap.
This experience has provided me with valuable knowledge and experience that I can apply to future projects and has made me a more well-rounded product designer.
