TicketsQue — Designing a Dual-Sided Event Platform
TicketsQue — Designing a Dual-Sided Event Platform
A single cohesive web platform for people who love events — and the organisers who run them.
A single cohesive web platform for people who love events — and the organisers who run them.
My Role
My Role
Role: Product Designer (End-to-End)
Company: TicketsQue Solutions Pvt Ltd
Platform: Web (Desktop + Mobile)
Year: 2024–Present
Role: Product Designer (End-to-End)
Company: TicketsQue Solutions Pvt Ltd
Platform: Web (Desktop + Mobile)
Year: 2024–Present
I led the complete UI/UX design of the platform — from defining the visual language and design system to designing responsive layouts across both the B2C discovery experience and the B2B organiser flow. I also structured the SEO-aware landing page architecture and collaborated directly with the product and engineering teams through delivery.
I led the complete UI/UX design of the platform — from defining the visual language and design system to designing responsive layouts across both the B2C discovery experience and the B2B organiser flow. I also structured the SEO-aware landing page architecture and collaborated directly with the product and engineering teams through delivery.
Overview
Overview
TicketsQue is a unified platform for event discovery, ticketing, and organiser operations — designed to serve two very different users within a single, cohesive system.
TicketsQue is a unified platform for event discovery, ticketing, and organiser operations — designed to serve two very different users within a single, cohesive system.
B2C (Users): People browsing, exploring, and booking events across cities.
B2B (Organisers): Event hosts creating listings, managing ticket sales, tracking attendees, and growing their audience through the platform.
B2C (Users): People browsing, exploring, and booking events across cities.
B2B (Organisers): Event hosts creating listings, managing ticket sales, tracking attendees, and growing their audience through the platform.
The challenge was building an experience that feels effortless for a casual attendee discovering their next night out — and powerful enough for a professional organiser managing 500 ticket tiers from their browser — without making either feel like they landed on the wrong product.
The challenge was building an experience that feels effortless for a casual attendee discovering their next night out — and powerful enough for a professional organiser managing 500 ticket tiers from their browser — without making either feel like they landed on the wrong product.
The Challenge
The Challenge
Most event ticketing platforms are built for one audience. TicketsQue needed to work for two — simultaneously.
For attendees, the challenge was discovery: making it easy to find the right event in their city, trust the platform, and complete a booking in a few taps.
For organisers, the challenge was operational: the old process required manual back-and-forth with the TicketsQue team just to create and publish an event. There was no self-serve flow, no transparent pricing, and no real-time visibility into ticket sales.
The design goal was to solve both — without creating two separate products, and without one experience compromising the other.
Most event ticketing platforms are built for one audience. TicketsQue needed to work for two — simultaneously.
For attendees, the challenge was discovery: making it easy to find the right event in their city, trust the platform, and complete a booking in a few taps.
For organisers, the challenge was operational: the old process required manual back-and-forth with the TicketsQue team just to create and publish an event. There was no self-serve flow, no transparent pricing, and no real-time visibility into ticket sales.
The design goal was to solve both — without creating two separate products, and without one experience compromising the other.
Process & Approach
Process & Approach
I started by mapping the two core user journeys separately — a first-time attendee discovering events, and an organiser listing their first event — before looking for where they could share a unified system.
Through stakeholder conversations with the TicketsQue founding team and early organiser partners, the biggest drop-off point became clear: organisers were abandoning setup halfway because the flow was unclear, multi-step forms felt overwhelming, and there was no confidence that their event would look good once published.
This shaped three key design decisions:
→ Progressive disclosure for organiser onboarding — show only what's needed at each step → Live preview during event creation — so organisers could see what attendees would see → A shared design system across both sides — so switching between discovery and hosting felt like the same product, not a context switch
I started by mapping the two core user journeys separately — a first-time attendee discovering events, and an organiser listing their first event — before looking for where they could share a unified system.
Through stakeholder conversations with the TicketsQue founding team and early organiser partners, the biggest drop-off point became clear: organisers were abandoning setup halfway because the flow was unclear, multi-step forms felt overwhelming, and there was no confidence that their event would look good once published.
This shaped three key design decisions:
→ Progressive disclosure for organiser onboarding — show only what's needed at each step → Live preview during event creation — so organisers could see what attendees would see → A shared design system across both sides — so switching between discovery and hosting felt like the same product, not a context switch
Brand Identity & Digital Design System
Brand Identity & Digital Design System
The visual language had to do two things at once: feel exciting and social for someone browsing events on a Friday night, and feel professional and trustworthy for an organiser about to put money on the line.
The visual language had to do two things at once: feel exciting and social for someone browsing events on a Friday night, and feel professional and trustworthy for an organiser about to put money on the line.
Color & Visual Language: A deep purple–blue gradient anchors the brand in a premium, nightlife-ready aesthetic. High-contrast blue CTAs drive conversions without competing with event imagery. Rounded components and soft edges reduce cognitive load across complex dashboard views — making the platform approachable for first-time hosts.
Typography & SEO Structure: A semantic typographic hierarchy (H1–H3) was implemented not just for readability, but to improve search discoverability of event pages — enabling better indexing and organic traffic growth across city-based landing pages.
Responsive System & Scalability: Built on a 12-column desktop and 4-column mobile grid, ensuring visual consistency from event cards to organiser dashboards. This system made feature rollout significantly faster — new components could be dropped in without breaking the layout rhythm.
Color & Visual Language: A deep purple–blue gradient anchors the brand in a premium, nightlife-ready aesthetic. High-contrast blue CTAs drive conversions without competing with event imagery. Rounded components and soft edges reduce cognitive load across complex dashboard views — making the platform approachable for first-time hosts.
Typography & SEO Structure: A semantic typographic hierarchy (H1–H3) was implemented not just for readability, but to improve search discoverability of event pages — enabling better indexing and organic traffic growth across city-based landing pages.
Responsive System & Scalability: Built on a 12-column desktop and 4-column mobile grid, ensuring visual consistency from event cards to organiser dashboards. This system made feature rollout significantly faster — new components could be dropped in without breaking the layout rhythm.
UI System & Components
UI System & Components
The platform is built on a modular, component-driven design system, ensuring consistency across discovery, booking, and organiser workflows.
The platform is built on a modular, component-driven design system, ensuring consistency across discovery, booking, and organiser workflows.
Grid & Layout
Grid & Layout
Mobile-first responsive grid system
Consistent spacing and alignment across screens
Designed to scale seamlessly from cards to dashboards
Mobile-first responsive grid system
Consistent spacing and alignment across screens
Designed to scale seamlessly from cards to dashboards
Core Components
Core Components
Cards & Visual Blocks: Event and city cards designed for quick scanning and high visual engagement
Search & Discovery: Unified search with structured results across events, venues, and artists
Event Cards: Clear hierarchy for date, location, pricing, and CTA
Forms & Validation: OTP login, verification flows, and discount application with real-time feedback
Navigation System: Responsive header + bottom navigation for mobile usability
Sharing Modules: Social sharing and ticket distribution designed for virality
Cards & Visual Blocks: Event and city cards designed for quick scanning and high visual engagement
Search & Discovery: Unified search with structured results across events, venues, and artists
Event Cards: Clear hierarchy for date, location, pricing, and CTA
Forms & Validation: OTP login, verification flows, and discount application with real-time feedback
Navigation System: Responsive header + bottom navigation for mobile usability
Sharing Modules: Social sharing and ticket distribution designed for virality
The Solution: A Multi-Sided Platform
The Solution: A Multi-Sided Platform
Rather than a single homepage, TicketsQue was designed as a multi-entry ecosystem — with distinct but visually unified experiences for attendees and organisers.
A scalable design system and SEO-first structure enabled organic growth, while workflows were built around real-world scenarios like offline ticketing, QR validation, and promoter-driven sales.
Rather than a single homepage, TicketsQue was designed as a multi-entry ecosystem — with distinct but visually unified experiences for attendees and organisers.
A scalable design system and SEO-first structure enabled organic growth, while workflows were built around real-world scenarios like offline ticketing, QR validation, and promoter-driven sales.
Event Discovery & Booking (B2C)
Event Discovery & Booking (B2C)
The attendee experience is built around city-first browsing. Users land on their city's event feed, explore via unified search across events, venues, and artists, and complete booking through a mobile-first flow with digital tickets delivered instantly.
The attendee experience is built around city-first browsing. Users land on their city's event feed, explore via unified search across events, venues, and artists, and complete booking through a mobile-first flow with digital tickets delivered instantly.
City-based exploration (Bengaluru, Mumbai, Delhi, etc.)
Unified search across events, venues, and artists
Scannable event cards with clear date, location, price, and CTA hierarchy
Mobile-first booking with instant digital ticket delivery
City-based exploration (Bengaluru, Mumbai, Delhi, etc.)
Unified search across events, venues, and artists
Scannable event cards with clear date, location, price, and CTA hierarchy
Mobile-first booking with instant digital ticket delivery
Host an Event (B2B)
Host an Event (B2B)
The organiser experience is designed around confidence and speed. A self-serve onboarding flow guides hosts from account creation to live event in under 10 minutes, with transparent pricing, guided verification, and live preview at every step.
The organiser experience is designed around confidence and speed. A self-serve onboarding flow guides hosts from account creation to live event in under 10 minutes, with transparent pricing, guided verification, and live preview at every step.
SEO-optimised landing pages built for organiser acquisition
DIY onboarding and event setup flow
Transparent pricing and ticket configuration
Guided verification for organiser trust & compliance
SEO-optimised landing pages built for organiser acquisition
DIY onboarding and event setup flow
Transparent pricing and ticket configuration
Guided verification for organiser trust & compliance
Mobile-First Experience
Mobile-First Experience
Most attendees discover and book events on their phones, often while out. Most organisers set up events from a laptop. The design had to work fluently for both.
Most attendees discover and book events on their phones, often while out. Most organisers set up events from a laptop. The design had to work fluently for both.
For attendees, the mobile experience prioritised:
For attendees, the mobile experience prioritised:
Key actions placed within thumb reach
Simplified booking flows
Multi-step forms broken into digestible steps
Key actions placed within thumb reach
Simplified booking flows
Multi-step forms broken into digestible steps
For organisers on mobile, complex workflows like ticket tier setup were handled through progressive disclosure — breaking multi-step forms into focused, single-decision screens that felt manageable rather than overwhelming.
For organisers on mobile, complex workflows like ticket tier setup were handled through progressive disclosure — breaking multi-step forms into focused, single-decision screens that felt manageable rather than overwhelming.
Impact
Impact
The redesign focused on business outcomes, not just visual improvement.
The redesign focused on business outcomes, not just visual improvement.
40% improvement in organiser onboarding clarity — measured through task-completion walkthroughs with 3 organiser partners before and after the redesign
~30% reduction in event setup time — driven by progressive disclosure and guided form flows
Affiliate-driven ticket sales made visible and trackable for the first time
Self-serve onboarding eliminated manual back-and-forth with the TicketsQue team
SEO-first city-based landing pages positioned the platform for organic discovery growth across Bengaluru, Mumbai, and Delhi
40% improvement in organiser onboarding clarity — measured through task-completion walkthroughs with 3 organiser partners before and after the redesign
~30% reduction in event setup time — driven by progressive disclosure and guided form flows
Affiliate-driven ticket sales made visible and trackable for the first time
Self-serve onboarding eliminated manual back-and-forth with the TicketsQue team
SEO-first city-based landing pages positioned the platform for organic discovery growth across Bengaluru, Mumbai, and Delhi
Reflection
Reflection
Designing for two fundamentally different users within one system forced me to think carefully about where their journeys genuinely overlap — and where forcing them to share the same interface would create friction for both.
The hardest problem wasn't the B2C discovery side, which follows fairly established patterns. It was making organiser onboarding feel as simple as booking a ticket, without removing the control and configuration options that professional hosts actually need.
If I were to revisit this, I'd invest more time testing the onboarding flow with first-time organisers earlier in the process — before the visual design was finalised. Several edge cases in ticket configuration only surfaced after a few organisers had gone through the live flow.
Designing for two fundamentally different users within one system forced me to think carefully about where their journeys genuinely overlap — and where forcing them to share the same interface would create friction for both.
The hardest problem wasn't the B2C discovery side, which follows fairly established patterns. It was making organiser onboarding feel as simple as booking a ticket, without removing the control and configuration options that professional hosts actually need.
If I were to revisit this, I'd invest more time testing the onboarding flow with first-time organisers earlier in the process — before the visual design was finalised. Several edge cases in ticket configuration only surfaced after a few organisers had gone through the live flow.