Live Nation Redesign

Reimagining the fan experience across a modern, scalable web platform

Overview

Live Nation’s digital ecosystem serves over 12 million fans discovering concerts, tours, and venues every day. I led the end-to-end redesign of LiveNation.com, transforming fragmented experiences into a cohesive, performant, fan-first platform that improved discovery, engagement, and ticket purchasing outcomes.

View Livenation.com

Context & Challenge

The previous Live Nation experience was inconsistent across venues, visually outdated, and not optimized for mobile browsing—leading to discovery friction and missed conversion opportunities. Fans struggled to locate upcoming shows, navigate venue details, and quickly complete ticketing flows.

Meanwhile, the business needed a scalable digital foundation to support loyalty, personalization, and rapid content growth across hundreds of venues.

My Role

Director of Product Design, responsible for leading the vision, strategy, and execution across the redesign.

I was responsible for:

  • Setting the design vision and principles

  • Managing a multidisciplinary design team

  • Leading cross-functional alignment (Engineering, Product, Marketing, Data)

  • Developing a scalable design system

  • Ensuring accessibility, performance, and mobile excellence

  • Presenting to executive leadership for approvals and roadmap alignment

Approach & Strategy

1. Defined a unified design direction

Developed a modern visual and UX language for LiveNation.com

2. Created a scalable web design system

Reusable components, modular templates, accessibility standards, and responsive behaviors to support rapid development.

3. Prioritized core fan journeys

Mapped discovery → exploration → decision → ticket purchase to identify friction and redesign for clarity and conversion.

4. Incorporated data & experimentation

Partnered with analytics to validate hypotheses, prioritize roadmap items, and guide decision-making around navigation, ticketing, and event content.

User Research & Launch Validation

Research Format: User Interviews

Number of Participants: 15

Research Goals

  • Understand how fans currently discover shows and choose venues

  • Identify points of confusion or drop-off in the existing experience

  • Validate early design concepts and information architecture

  • Test clarity of new navigation and event page hierarchy

  • Gather expectations for a seamless mobile-first browsing experience

Key Insights

  • Fans rely heavily on quick scanning → They wanted clearer hierarchy and fewer competing calls to action.

  • Venue details and policies were often hard to find → Led to anxiety and last-minute support requests.

  • Mobile browsing was dominant → Navigation required simplification and more predictable patterns.

  • Fans had strong expectations for personalization → Many expected recommendations tailored to their preferences.

  • Users preferred shallow, predictable navigation over deep menu structures.

These insights directly informed the navigation model, event content structure, and the templates used across venue sites.

Key Design Decisions

Modernized event and venue pages

Introduced clear hierarchy, simplified browsing, and optimized primary actions to help fans discover events faster.

Mobile-first navigation overhaul

Reduced cognitive load, reorganized categories, improved search discoverability, and streamlined event access.

Systemized visual language

Enabled venue individuality through flexible branding while maintaining shared UX patterns for consistency and performance.

Accessibility & performance improvements

Enhanced readability, keyboard navigation, contrast, and load speeds to build trust and reduce drop-offs.

Cross Functional Collaboration

Partnered closely with engineering to validate feasibility, marketing for brand alignment, PMs for sequencing, and data scientists for KPI tracking. Established recurring executive reviews to maintain alignment across multiple business units.

Outcome & Impact

+17% increase in ticket sales

Driven by improved navigation, clearer CTAs, and mobile optimizations.

$5.5M+ incremental revenue

Attributed to higher venue-site conversion and streamlined discovery flows.

Faster development velocity

The design system reduced design/engineering lift for new pages, components, and venue migrations.

Learnings

  • System-wide redesign requires balancing consistency with brand flexibility.

  • Mobile-first decisions produced the largest conversion gains.

  • Executive storytelling was critical for alignment across 10+ stakeholder groups.

  • The more modular the system, the easier future features shipped.

Next Steps & Evolution

  • Improve personalization modules

  • Expand search and filtering features

  • Add Loyalty to the site

  • Continue accessibility and performance optimizations

  • Evolve the design system to support new product lines