Ticketmaster
Ticketmaster’s B2B Digital Experience
When Ticketmaster approached Huge, their B2B digital presence faced a significant disconnect with its target audience. Despite millennials representing more than half of their B2B traffic and the future of the live events business, the existing experience functioned as little more than a digital brochure—failing to engage the next generation of decision-makers or drive meaningful conversions. As Group Creative Director, I identified the opportunity to transform this passive information portal into a powerful sales and marketing platform. Leading cross-functional teams through a comprehensive redesign, I developed a content-rich digital experience that not only resonated with younger professionals but also dramatically improved key performance metrics, establishing a new benchmark for B2B engagement in the events industry.
45%
Increase in pages per session.
95%
Jump in page views in first month.
34%
Reduction in bounce rate year-over-year.
Role
As Group Creative Director, I provided creative direction, content strategy, and UX/UI design leadership while managing cross-functional teams and optimizing the experience for conversion.
Task
I was tasked with transforming Ticketmaster's B2B web experience from an informational site into a robust demand generation and sales conversion engine appealing to the next generation of decision-makers.
Action
Leading the creative vision, I directed the development of a comprehensive content-rich website with a digital-first approach, developed a strategy focused on high-value assets, created an entirely new UX catering to millennial user preferences, designed a fresh visual language, and implemented features to help educate targets and drive qualified leads.
Result
The reimagined B2B experience delivered a 34% reduction in bounce rate year-over-year, 45% increase in pages per session, 95% jump in page views in the first month, and successfully transformed Ticketmaster's B2B digital presence into a powerful sales and marketing platform.
Award submission video, Huge 2025.
Ticketmaster’s TM1 Enterprise Platform
Reimagining Ticketmaster's enterprise platform, TM1, demanded more than a visual refresh—it required a fundamental rethinking of how business users interact with critical data. The aging B2B platform was "sticky-taping dozens of products" to power billions in events and transactions, creating fragmented experiences for venue managers and event promoters. Our solution transformed this fractured ecosystem into a unified, intelligent platform that converted complex data into proactive recommendations. By designing an object-based system focused on actions rather than pages, we created an at-a-glance control center that guided users through daily tasks while providing the transparency and context they needed to trust system-generated insights. The reimagined TM1 not only streamlined workflows for nine different user groups but established a scalable design system that would serve as the foundation for Ticketmaster's entire B2B ecosystem.