TicketSocket website

TicketSocket sells ticketing and registration to event organizers, from races to venues. Its site had grown over the years, one page at a time. They didn’t share a visual language, the layouts weren’t built to lead anyone to a demo, and each new page took design time to build and was hard to keep up.

The brand also had to work for two audiences at once: big enterprise organizers and smaller ones. It needed to feel solid enough for the first and friendly enough for the second.

Before designing any page, I worked on how TicketSocket should look. I proposed a few directions in rounds, and the client chose the second one: more color, more modern, and flexible, with TicketSocket’s own blues kept in so people would still recognize it. We agreed on four words for it: modern, friendly, confident, and clearly B2B.

With the direction set, I stopped designing pages one by one and designed the parts instead: heroes, calls to action, content blocks, pricing sections, and case studies. Layout rules kept every page consistent and still left room to change things for a campaign or an industry.

In about five months I designed more than 25 pages with that system: campaign landing pages, product feature pages, a page for each industry, and case study templates. I built it so the marketing leads could pick a template and make a new page on their own.

Every page had two jobs: explain what TicketSocket does, and lead the organizer to a demo or a contact form. So the hierarchy is clear, the call to action sits in the same place on every page, and the sections fit any page type. A/B testing wasn’t in scope, so I leaned on conversion best practices for layout and copy.

I reviewed the work regularly with the client, the project manager, and the design manager. Most feedback was about visual polish, copy clarity, and conversion. It changed how some components behaved, but I kept the structure steady so the system wouldn’t pile up design debt.

This project changed how I work. I went from designing pages to designing the system behind them, and from taking direction to setting it.

Someone choosing a ticketing platform shouldn’t have to learn a new page every time they click. I want to keep designing that kind of calm for consumer products.