Context
A platform serving 2M+ users across 40 events.
Ticketshop is the white-label ticketing solution powering official ticket sales for Formula 1, MotoGP, and Juventus FC. The V7 project was a complete redesign — moving from a legacy codebase to a modern, scalable product serving both B2C fans and B2B operators across dozens of events per year.
I joined as lead designer for this project, working alongside the CTO and a team of developers. The mandate was to modernize the experience end-to-end: faster, more intuitive, more trustworthy for high-stakes purchases like F1 Grand Prix tickets.
User flow mapping — checkout and seat selection
Challenge
Complexity hiding behind a simple task.
Buying a sports ticket seems simple — but Ticketshop handles international audiences, multi-currency pricing, hospitality packages, group bookings, and resale markets simultaneously. The previous UI had accumulated years of feature additions without a coherent system, resulting in high drop-off rates at the payment step.
The core challenge was not just visual — it was architectural. We needed to redesign the information hierarchy from scratch while maintaining continuity for operators already familiar with the admin back-end.
UX audit — identified 23 friction points
Component library — 80+ components
Process
Audit → Architecture → System → UI.
I started with a full UX audit of the existing product, interviewing 6 internal operators and reviewing session recordings. The audit surfaced 23 documented friction points, which I prioritized using a severity/effort matrix.
From there: new information architecture, low-fi wireframes validated with stakeholders, then a full design system in Figma — tokens, components, patterns — before moving to high-fidelity UI. The system now covers 80+ components and is used by the dev team as the single source of truth.
Final UI — seat selection flow, desktop
Outcome
Shipped. Used at every F1 Grand Prix.
Ticketshop V7 launched in 2023 and is now the live platform for all Platinium Group events. The new checkout flow reduced abandonment at the payment step. The design system cut UI development time significantly across new event configurations.