TodayTix · 2022

Reserved Offers

Role

Product Designer

Timeline

2022

Team

Design, Product, Engineering

Skills

Interaction Design, Product Strategy

Tickets were expiring unsold every night. TodayTix needed a designed way to move them.

At-risk inventory is a silent revenue problem in ticketing: seats that haven't sold, approaching performance date, that will simply go to waste if they don't move. TodayTix had no native mechanism to surface these tickets with a discount offer that felt intentional — inventory was managed manually, and there was no designed experience around the moment of offer presentation.

The challenge was to create one that felt like an exclusive opportunity, not a clearance rack.

~36%

Purchase conversion rate on Reserved Offers flow

The product had no recovery mechanism for distressed inventory.

Without a designed experience, at-risk tickets either got manually pushed through internal channels or expired unsold. The business needed something scalable and self-serve — a flow that could surface the right offer, to the right user, at the right moment, without requiring manual intervention every time.

The Design Challenge

Discounts signal desperation if you're not careful. The framing had to communicate scarcity and exclusivity — not "these are leftover tickets" but "these tickets are available to you, right now, at a price we've set aside." The same ticket, the same discount, framed differently.

Framing is the product. The discount is just the mechanism.

I designed the Reserved Offers flow around a specific moment in the checkout experience — a dynamic animation and offer card that communicated scarcity and exclusivity without feeling interruptive or manipulative. The visual treatment needed to earn attention, not demand it.

Reserved Offers early design explorations — multiple approaches to surfacing the discount offer — Early explorations tested different approaches to surfacing the offer. Tooltips, banners, modals — each had tradeoffs in attention vs. friction.

Reserved Offers stress testing — checking the design across edge cases and venue map variations — Stress testing surfaced edge cases: seat map variations, different offer amounts, and multi-ticket orders all needed to feel consistent.

Transparency as Trust

The offer structure was fully transparent — users could see why these tickets were available, what the discount was, and exactly what they were getting. Transparency wasn't a legal requirement; it was a design decision. Users who understand an offer trust it more than users who feel like they're being managed.

Reserved Offers micro-animation — subtle callout moment that earns attention without alarming the user — Micro-animation moment 1 — draws attention to the offer without interrupting the flow.

Reserved Offers animation state 2 — offer revealed after animation completes — The reveal: offer card appears after the animation settles, framed as a curated opportunity.

One step to accept. Zero friction to continue.

Reserved Offers surfaced eligible at-risk inventory with a dedicated visual treatment during browsing and checkout. Accepting the offer was a single interaction — users could take it and continue to checkout without any additional steps or form fields.

Checkout completion with discount applied

~36% conversion. A repeatable revenue tool for the business.

~36%

Purchase conversion rate — strong for a discount-driven flow

Scalable

Became a repeatable tool for TodayTix's revenue team

The exclusivity framing worked. A 36% conversion rate on discounted inventory is a clear signal that users responded to the offer as designed — not as a clearance sale, but as a curated opportunity. Reserved Offers became a standard mechanism for TodayTix's revenue team to recover value from inventory that would otherwise expire.