TodayTix · 2022

Ticket Relisting

Role

Product Designer

Timeline

2022

Team

Design, Product, Engineering

Skills

Product Design, User Research, Interaction Design

Unused tickets were a silent problem for buyers and TodayTix both.

When customers bought tickets they couldn't use, their only options were eating the cost, trying to sell manually, or dealing with third-party resale sites with price gouging risks. TodayTix had no native mechanism to handle this — everything went through customer support.

The relisting initiative set out to change that: a branded, self-serve resale feature that let customers recoup their cost, gave buyers access to otherwise unavailable tickets, and helped TodayTix fill seats that would have otherwise gone empty.

TodayTix Ticket Relisting — sell your unused tickets directly through the app

Four personas. One consistent pain: uncertainty.

I started with user research targeting customers who had been unable to attend events they'd purchased tickets for. The research goals were focused: understand the pain around reselling without guarantees, gauge trust levels for an in-app feature, and identify what information would actually change purchasing behavior.

Interview data was synthesized into empathy maps and affinity diagrams before being distilled into four personas that captured the range of behaviors, motivations, and comfort levels in the user base.

Empathy maps from user research — synthesizing interview data across customer types — Empathy maps made interview patterns visible across the full set of participants.

Affinity diagram — clustering insights from research into themes — Affinity diagramming surfaced four distinct user types and their relationship to resale risk.

The core design question: how do you communicate chance without killing confidence?

The hardest design question wasn't the UI — it was the framing. Relisting isn't guaranteed resale. There's a chance the ticket sells, not a promise. My concern was whether being honest about that uncertainty would deter users from listing at all. I mapped the full journey and logic before touching wireframes.

Ticket relisting journey map and logic flow — seller path from unused ticket to potential sale — Mapping the journey and logic before wireframing ensured the flow handled both the success and no-sale states clearly.

Initial wireframe explorations — multiple approaches to the relisting entry point and listing flow — Initial wireframes explored different entry points: from the ticket detail view, from My Orders, from a dedicated resale section.

Pricing language iteration — redesigning how price and expectations are communicated to sellers — Pricing language required multiple iterations. The words around "chance" and "potential earnings" had to feel empowering, not hedging.

Higher fidelity explorations — branded relisting experience across white-label TodayTix brands — Higher fidelity explorations accounted for TodayTix's white-label brand system — the feature had to work across multiple brand contexts.

The project was tabled. Then it came back — smaller, and stronger.

In March 2022, as the industry-wide AI pivot accelerated, the company redirected resources and the relisting feature was tabled. After months of research, ideation, and iterative refinement, watching the project pause felt like a setback.

"Witnessing the project being tabled felt like a setback — especially considering the passion and commitment I had put into crafting a solution I believed would bring immense value."

But the pause turned out to be productive. When the project was revisited months later with a reduced scope, the design work and research weren't wasted — they were a head start. Previous iterations, journey maps, and user insights shaped a faster, tighter implementation. The lean UX sessions and cross-functional work done during the original sprint made the return execution significantly smoother.

The final flow: clear, branded, and honest about how resale works.

Relisting v0.1 — first complete explorations of the seller experience — Version 0.1 explorations — the first complete pass at the seller experience before the pivot.

Relisting v0.2 — final flow after the project resumed with refined scope — Version 0.2 — the final flow after the project resumed. Reduced scope, cleaner execution, informed by everything learned in round one.

Relisting feature prototype — animated flow showing the full seller journey — The working prototype showing the full listing journey: entry, pricing, confirmation, and status tracking.

What This Project Taught Me

Design work is never wasted when a project gets paused — it's invested. Every decision documented, every user insight synthesized, every iteration stress-tested became the foundation for a faster, better implementation when the project came back. Resilience in product design means holding your work lightly enough to adapt and tightly enough to protect what matters.