Resume
Resume
Linkedin
Linkedin

STEP 1/5

Seat Layout

Problems

1.

Users were showing up at the wrong location

Most users compare & select their showtimes from google search result and land on the seat layout directly (which did not have the location name specified)

Before

After

SOLUTION

Confirm Theatre Location

If users arrive from a third-party site, they’re prompted to confirm the theatre location before viewing the seat layout.

Problems

1.

Missing theatre name

The seat selection page didn’t show which theatre the user was booking for, leading to accidental bookings for the wrong location.

2.

No quick way to switch showtimes

If preferred seats were sold out, users couldn’t change the date or showtime from the seat map and had to go back to the showtimes page.

3.

Row numbers disappeared while scrolling

When users scrolled the seat layout, row labels got hidden, making seat selection harder and more error-prone.

Before

After

SOLUTION

Theatre Name Specified

The theatre name is displayed alongside the movie details, making it easy for users to quickly confirm the location.

Change Date & Showtime

Users can browse and switch dates & showtimes across different experience formats, such as IMAX and 4DX.

Zoomed-Out Seat Layout

Viewing the full seat layout at a zoomed-out level helps users quickly decide where they want to sit in the theatre.

Problems

1.

No direct way to edit ticket types

To change a ticket type, users had to unselect and reselect their seats.

2.

“Apply to all” was hard to undo

Once enabled, users had no clear way to revert it. Users had to trial-and-error by unselecting & reselecting seats just to reopen the ticket selection modal.

3.

Unclear age ranges for ticket types

Users couldn’t easily understand which age group each ticket type applied to.

4.

Low visibility of “Apply to all”

The feature wasn’t highlighted enough, despite it’s significance in reducing interaction cost (of repeat actions and effort)

New US Regulation - Fee transparency:
A new US regulation requires cinemas to show convenience fees upfront, along with the ticket price. Previously, this fee appeared only at checkout. At Marcus Theatres, only non-members have to pay this fee.

Before

After

SOLUTION

Reduced Friction in Ticket Editing

Previously, users had to unselect and reselect seats to change ticket types. Now, they can edit tickets directly.

Defined Age Groups

Clear range of age groups mentioned for special tickets

Highlighted “Apply to all seats”

Fee transparency & Waiver condition

Clear messaging reassures members that convenience fee is waived for them

4

Problems

1.

No Ticket Review or Easy Edits

There was no way for users to review all selected tickets, and changing a ticket type required unselecting and reselecting seats.

Before

After

SOLUTION

Edit tickets

Users can change ticket types directly from the drawer.

Ticket count & total cost

Users can see the number of tickets selected and the total cost upfront.

Feature discovery via tooltips

Temporary tooltips guide users and highlight the new ticket-editing feature.

Problems

1.

Accidental Future-Date Bookings

Users were accidentally booking tickets for future releases, leading to an increase in booking cancellations.

Before

After

SOLUTION

Future Date Alert

Users see a tooltip warning when they’re booking tickets for a future date.

PHASE 2 RELEASE

Zoom position reference

A small overview modal shows the full seat layout and highlights the user’s current zoomed-in area, helping users see where their selected seats are located in the overall theatre layout.

Zoom-in for seat selection

Users can zoom in within the seat layout to select seats more easily, improving accessibility when a row has more than 15 seats

IMPACT

SEP - OCT ‘25

Time on Task (on this page)

19.2%

From 1m 13s → 59s, after redesign

STEP 2/5

Login

NEW PAGE

Problems

1.

Rewards Redemption Required 14-digit Number

The only way to redeem rewards was by entering a 14-digit member number. Since the system didn’t save this information, users had to re-enter it for every booking.

2.

No Login + Auto-Filling details

Users couldn’t log in and had to enter all their details manually every time.

Before

After

SOLUTION

Email Login & Member Details Auto-Fetched

Users can now log in using their email and a one-time code to fetch all their details: Member Details, Redeem Rewards, Gift cards, Saved payment methods

Earlier redeeming rewards required a 14-digit member number, which most users don’t remember or keep handy.

IMPACT

SEP - DEC ‘25

Login
adoption rate

40.3%

STEP 3/5

Checkout

Problems

1.

Users Skipping Date & Time Check

Users often booked the wrong date and time because it wasn’t clearly highlighted and got overlooked while entering other details.

2.

Can’t review / edit tickets

Users couldn’t review or edit their selected tickets.

Secondary Payment Methods: Reward points, gift cards, passes & vouchers were moved from the payment page to the checkout page in redesign to keep payment step more focused and distraction-free.

Before

After

SOLUTION

Quick Showtime Confirmation

Date and time are clearly shown below the movie details, for users to quickly confirm them without going back in the flow. This reduces stress and last-minute panic.

Flexible Ticket Editing

Users can edit ticket types at this step if they made an error. A clear ticket breakdown with an edit option next to each ticket type lets them make changes without returning to the seat layout.

Moved to Checkout to Simplify Payment

→ Reward redemption, Gift cards, Passes & Vouchers

All secondary payment methods were moved from the payment page to the checkout page due to integration limitations, while also keeping the payment step more focused and distraction-free.

Old Payment page

IMPACT

SEP - DEC ‘25

Time on Task (on this page)

31.3%

From 1m 07s → 46s, after redesign

STEP 4/5

Payment

Problems

1.

Rewards-First Payment Flow Increased Drop-Offs

Keeping rewards redemption as the primary payment method caused drop-offs because users had to enter a 14-digit member number if they hadn’t done it earlier, while card payments were kept as a secondary option.

NEW INTEGRATIONS

2.

Apple Pay & Google Pay

New payment modes were added during the revamp

Secondary Payment Methods: Reward points, gift cards, passes & vouchers were moved from the payment page to the checkout page in redesign to keep payment step more focused and distraction-free.

Before

After

SOLUTION

Simplified Payment Step

Reduced distractions by moving rewards, gift cards, and vouchers to the checkout step, keeping payment selection straightforward.

Added Faster Payments: Apple Pay & Google Pay

Introduced Apple Pay for iOS and Google Pay for Android to enable quicker, smoother checkout.

IMPACT

SEP ‘25 - JAN ‘26

Time on Task (on this page)

63.2%

From 1m 46s → 39s, after redesign

Reduction in Drop-off rate

70.8%

From 20.6% → 6%, after redesign

STEP 5/5

Confirmation

Problems

1.

Increased Fraud: Misuse of Discounted Tickets

Users were selecting discounted ticket types (Child/Senior) to pay less, leading to a rise in misuse. Theatre managers also had no quick way to identify bookings with special tickets for verification.

2.

Confirmation Page Was Hard to Scan

The booking confirmation page lacked clear structure, making key details difficult to find. Important elements like the QR code were pushed to the bottom of the page.

NEW INTEGRATIONS

3.

Pre-Order Food

A new feature lets users order food in advance directly from the confirmation page.

4.

Add to Apple Wallet

Users can now add their tickets to Apple Wallet for quick access.

Before

After

SOLUTION

Colour-coded strip for different ticket types

A thin colour strip was added to each ticket to quickly indicate the ticket type, helping theatre managers identify special tickets at a glance.

Colour code for tickets:

Child / Senior

General

QR Code Now Visible Upfront

The QR code was moved to the top of the page so users can quickly access it for scanning at the theatre.

Prompting users to pre-order food

Added CTA on confirmation page to drive advance food orders.

Quick access to ticket

Users can now add their tickets to Apple Wallet for quick access.

IMPACT

OCT - DEC ‘25

Add to wallet
adoption rate

35.2%

Click through rate for 'Order Food'

4.6%

TL;DR

TL;DR

One-minute project overview

One-minute project overview

Context

Context

Website redesign - starting with ticketing

Website redesign - starting with ticketing

Marcus Theatres' website hadn’t meaningfully changed in 13+ years. The redesign kicked off with their highest-impact flow: ticketing.

Marcus Theatres' website hadn’t meaningfully changed in 13+ years. The redesign kicked off with their highest-impact flow: ticketing.

PROBLEM

PROBLEM

1.

1.

Outdated experience & Usability gaps: The site wasn’t mobile-friendly, despite 85% of users booking via mobile web.

Outdated experience & Usability gaps: The site wasn’t mobile-friendly, despite 85% of users booking via mobile web.

2.

2.

Wrong theatre bookings: The seat layout page didn’t show theatre details, causing users to book the wrong location.

Wrong theatre bookings: The seat layout page didn’t show theatre details, causing users to book the wrong location.

3.

3.

Discount ticket misuse: Child and Senior tickets were misused due to limited verification at theatres.

Discount ticket misuse: Child and Senior tickets were misused due to limited verification at theatres.

SOLUTION

SOLUTION

1.

1.

Mobile-first redesign: Rebuilt the responsive experience with a mobile-first approach and fixed key usability gaps identified through heuristic analysis.

Mobile-first redesign: Rebuilt the responsive experience with a mobile-first approach and fixed key usability gaps identified through heuristic analysis.

2.

2.

Theatre confirmation step: Users landing from third-party sites were prompted to confirm their theatre before seat selection.

Theatre confirmation step: Users landing from third-party sites were prompted to confirm their theatre before seat selection.

3.

3.

Special tickets signifier: Added colour indicators to tickets so theatre staff could instantly identify special ticket types

Special tickets signifier: Added colour indicators to tickets so theatre staff could instantly identify special ticket types

IMPACT

IMPACT

1.

1.

32.7% faster time on task (~1m 21s) through improved usability and clearer decision-making.

32.7% faster time on task (~1m 21s) through improved usability and clearer decision-making.

2.

2.

14% increase in conversions at the final transaction step, driving ~$544K in additional monthly revenue.

14% increase in conversions at the final transaction step, driving ~$544K in additional monthly revenue.

3.

3.

56% reduction in payment drop-offs by removing friction and distractions at checkout

56% reduction in payment drop-offs by removing friction and distractions at checkout

THE CLIENT

THE CLIENT

About Marcus Theatres

About Marcus Theatres

$450M

$450M

Annual Revenue

Annual Revenue

2M+

2M+

Website MAU

Website MAU

Entertainment

Entertainment

Industry

Industry

Marcus Theatres is a major cinema chain in the US operating in 78 theatre locations across 19 states, each theatre has anywhere between 5-30+ showtimes daily, depending upon movie & day of the week.

Known for their premium large-format screens, loyalty programme, and in-theatre food experience.

What they offer:

Marcus Theatres is a major cinema chain in the US operating in 78 theatre locations across 19 states, each theatre has anywhere between 5-30+ showtimes daily, depending upon movie & day of the week.

Known for their premium large-format screens, loyalty programme, and in-theatre food experience.

What they offer:

1.

1.

Movie tickets

Movie tickets

Across web, mobile app, and in-theatre kiosks

2.

2.

Food and beverages

Food and beverages

At theatres (concessions and in-theatre dining options)

3.

3.

Loyalty Rewards

Loyalty Rewards

Through Magical Movie Rewards with points earned on tickets & concessions

Outdated experience

Outdated experience

The website was long overdue for a redesign, with the experience staying largely unchanged for 13+ years.

The website was long overdue for a redesign, with the experience staying largely unchanged for 13+ years.

Not mobile-first

Not mobile-first

The experience wasn’t designed for mobile, despite 85% traffic coming from mobile web.

The experience wasn’t designed for mobile, despite 85% traffic coming from mobile web.

Usability gaps

Usability gaps

The current site had major usability issues as user expectations evolved, making the journey feel functional but not user-friendly.

The current site had major usability issues as user expectations evolved, making the journey feel functional but not user-friendly.

Low discoverability

Low discoverability

Most users only came to book after exploring movies elsewhere, limiting engagement across the site.

Most users only came to book after exploring movies elsewhere, limiting engagement across the site.

Brand mismatch

Brand mismatch

The brand evolved, but the website didn’t reflect it, impacting perceived quality and trust.

The brand evolved, but the website didn’t reflect it, impacting perceived quality and trust.

Younger audience focus

Younger audience focus

The redesign needed a more modern look and feel to better appeal to younger users.

The redesign needed a more modern look and feel to better appeal to younger users.

THE MOTIVATION

THE MOTIVATION

Why the redesign?

Why the redesign?

THE MOTIVATION

THE MOTIVATION

Defining the plan

Defining the plan

The website launch is being rolled out in phases, with the ticketing experience going live first.

The website launch is being rolled out in phases, with the ticketing experience going live first.

DEFINING PROBLEM STATEMENT

DEFINING PROBLEM STATEMENT

Core problems

Core problems

Core issues in ticketing flow were identified through Marcus Theatres’ support tickets and user complaints.

Core issues in ticketing flow were identified through Marcus Theatres’ support tickets and user complaints.

USER PROBLEM

USER PROBLEM

Users were showing up at the wrong location

Users were showing up at the wrong location

Most users compare & select their showtimes from google search result and land on the seat layout directly (which did not have the location name specified)

Most users compare & select their showtimes from google search result and land on the seat layout directly (which did not have the location name specified)

BUSINESS PROBLEM

BUSINESS PROBLEM

Increased fraud: Misuse of Discounted Tickets

Increased fraud: Misuse of Discounted Tickets

Misuse of child/senior pricing

Misuse of child/senior pricing

Users selected Child/Senior tickets to pay less, increasing misuse and revenue leakage.

Users selected Child/Senior tickets to pay less, increasing misuse and revenue leakage.

No quick way to verify

No quick way to verify

Booking confirmation didn’t show a visible indicator for special ticket types, making verification harder for staff.

Booking confirmation didn’t show a visible indicator for special ticket types, making verification harder for staff.

Hard to enforce during peak times

Hard to enforce during peak times

On busy weekends and high-demand shows, managers couldn’t realistically check every ticket in the crowd.

On busy weekends and high-demand shows, managers couldn’t realistically check every ticket in the crowd.

Different ticket types

Different ticket types

Special tickets
available at discounted price

MORE PROBLEMS

MORE PROBLEMS

Other issues

to tackle

Other issues to tackle

These issues were identified through heuristic analysis, competitive research, and usability testing.

These issues were identified through heuristic analysis, competitive research, and usability testing.

1

Seat layout

1

Seat layout

2

Checkout

2

Checkout

3

Payment

3

Payment

4

4

Confirmation

Confirmation

Missing theatre name

No quick way to switch showtimes

No Ticket Review or Easy Edits

No way to warn users they’re booking for a future-date

  • Missing theatre name

  • No quick way to switch showtimes

  • No Ticket Review or Easy Edits

  • No way to warn users they’re booking for a future-date

Rewards redemption required 14-digit number

No login + auto-filling details

Can’t review / edit tickets

Users were skipping date & time check

  • Rewards redemption required 14-digit number

  • No login + auto-filling details

  • Can’t review / edit tickets

  • Users were skipping date & time check

Rewards-first payment was increasing drop-offs

Confirmation page was hard to scan

Most important element:
QR code is not visible upfront

  • Confirmation page was hard to scan

  • Most important element:
    QR code is not visible upfront

BRAND GUIDELINES

BRAND GUIDELINES

Setting the scene

Setting the scene

Text and colour styles were initially created for the ticketing flow, then expanded as the design scaled across the full website.

Text and colour styles were initially created for the ticketing flow, then expanded as the design scaled across the full website.

TYPEFACE

TYPEFACE

DM Sans: New typeface unlocked

DM Sans: New typeface unlocked

Altivo was initially approved and unanimously liked, but due to licensing constraints, we pivoted to DM Sans

Altivo was initially approved and unanimously liked, but due to licensing constraints, we pivoted to DM Sans

Colour styles

Colour styles

Dark Mode x Red

Dark Mode x Red

The redesign shifted to dark mode to match the client’s updated direction. Marcus Red was retained as the primary brand colour, with beige* introduced as a new accent colour.

The redesign shifted to dark mode to match the client’s updated direction. Marcus Red was retained as the primary brand colour, with beige* introduced as a new accent colour.

*The accent colour was later updated to gold as the redesign progressed.

*The accent colour was later updated to gold as the redesign progressed.

user flow

user flow

Updating the flow

Updating the flow

Based on the identified insights, the user flow was updated to support the new changes and integrations.

Based on the identified insights, the user flow was updated to support the new changes and integrations.

DIVING INTO REDESIGN

DIVING INTO REDESIGN

STEP 1/5

Seat Layout

IMPACT

SEP - OCT ‘25

19.2%

Time on Task (on this page)

From 1m 13s → 59s, after redesign

Problems

1.

Users were showing up at the wrong location

Most users compare & select their showtimes from google search result and land on the seat layout directly (which did not have the location name specified)

Confirm Theatre Location

If users arrive from a third-party site, they’re prompted to confirm the theatre location before viewing the seat layout.

Edit tickets

Users can change ticket types directly from the drawer.

Problems

1.

No Ticket Review or Easy Edits

There was no way for users to review all selected tickets, and changing a ticket type required unselecting and reselecting seats.

Solution

Ticket count & total cost

Users can see the number of tickets selected and the total cost upfront.

Feature discovery via tooltips

Temporary tooltips guide users and highlight the new ticket-editing feature.

PHASE 2 RELEASE

Problems

1.

Accidental Future-Date Bookings

Users were accidentally booking tickets for future releases, leading to an increase in booking cancellations.

Future Date Alert

Users see a tooltip warning when
they’re booking tickets for a future date.

Zoom position reference

A small overview modal shows the full seat layout and highlights the user’s current zoomed-in area, helping users see where their selected seats are located in the overall theatre layout.

Zoom-in for seat selection

Users can zoom in within the seat layout to select seats more easily, improving accessibility when a row has more than 15 seats

Fee transparency
& Waiver condition

Clear messaging reassures members that convenience fee is waived for them

Defined Age Groups

Clear range of age groups mentioned for special ticket types

A new US regulation requires cinemas to show convenience fees upfront, along with the ticket price. Previously, this fee appeared only at checkout. At Marcus Theatres, only non-members have to pay this fee.

Problems

1.

No direct way to edit ticket types

To change a ticket type, users had to unselect and reselect their seats.

3.

Unclear age ranges for ticket types

Users couldn’t easily understand which age group each ticket type applied to.

2.

“Apply to all” was hard to undo

Once enabled, users had no clear way to revert it. Users had to trial-and-error by unselecting & reselecting seats just to reopen the ticket selection modal.

4.

Low visibility of “Apply to all”

The feature wasn’t highlighted enough, despite it’s significance in reducing interaction cost (of repeat actions and effort)

Solution

Reduced Friction in Ticket Editing

Previously, users had to unselect and reselect seats to change ticket types. Now, they can edit tickets directly.

Change Date & Showtime

Users can browse and switch dates & showtimes across different experience formats, such as IMAX and 4DX.

Theatre Name Specified

Zoomed-Out Seat Layout

Viewing the full seat layout at a zoomed-out level helps users quickly decide where they want to sit in the theatre.

Problems

1.

Missing theatre name

The seat selection page didn’t show which theatre the user was booking for, leading to accidental bookings for the wrong location.

3.

Row numbers disappeared while scrolling

When users scrolled the seat layout, row labels got hidden, making seat selection harder and more error-prone.

2.

No quick way to switch showtimes

If preferred seats were sold out, users couldn’t change the date or showtime from the seat map and had to go back to the showtimes page.

2

STEP 2/5

Login

NEW PAGE

IMPACT

SEP - DEC ‘25

40.3%

Login
adoption rate

Problems

1.

Rewards Redemption Required 14-digit Number

The only way to redeem rewards was by entering a 14-digit member number. Since the system didn’t save this information, users had to re-enter it for every booking.

2.

No Login + Auto-Filling details

Users couldn’t log in and had to enter all their details manually every time.

Member Number Hard to Recall

Redeeming rewards required a 14-digit member number, which most users don’t remember or keep handy.

Email Login & Member Details Auto-Fetched

Users can now log in using their email and a one-time code to fetch all their details:

Member Details

Redeem Rewards

Gift cards

Saved payment methods

STEP 3/5

Checkout

IMPACT

SEP - DEC ‘25

31.3%

Time on Task (on this page)

From 1m 07s → 46s, after redesign

Problems

1.

Users Skipping Date & Time Check

Users often booked the wrong date and time because it wasn’t clearly highlighted and got overlooked while entering other details.

2.

Can’t review / edit tickets

Users couldn’t review or edit their selected tickets.

3

Secondary Payment Methods: Reward points, gift cards, passes & vouchers were moved from the payment page to the checkout page in redesign to keep payment step more focused and distraction-free.

Old Payment page

Moved to Checkout to Simplify Payment

Reward redemption

Gift cards

Passes & Vouchers

All secondary payment methods were moved from the payment page to the checkout page due to integration limitations, while also keeping the payment step more focused and distraction-free.

Quick Showtime Confirmation

Date and time are clearly shown below the movie details, for users to quickly confirm them without going back in the flow. This reduces stress and last-minute panic.

Flexible Ticket Editing

Users can edit ticket types at this step if they made an error. A clear ticket breakdown with an edit option next to each ticket type lets them make changes without returning to the seat layout.

STEP 4/5

Payment

IMPACT

SEP ‘25 - JAN ‘26

63.2%

Time on Task (on this page)

From 1m 46s → 39s, after redesign

70.8%

Reduction in Drop-off rate

From 20.6% → 6%, after redesign

Problems

NEW INTEGRATIONS

1.

Rewards-First Payment Flow Increased Drop-Offs

Keeping rewards redemption as the primary payment method caused drop-offs because users had to enter a 14-digit member number if they hadn’t done it earlier, while card payments were kept as a secondary option.

2.

Apple Pay & Google Pay

New payment modes were added during the revamp

Secondary Payment Methods: Reward points, gift cards, passes & vouchers were moved from the payment page to the checkout page in redesign to keep payment step more focused and distraction-free.

Added Faster Payments: Apple Pay & Google Pay

Introduced Apple Pay for iOS and Google Pay for Android to enable quicker, smoother checkout.

Simplified Payment Step

Reduced distractions by moving rewards, gift cards, and vouchers to the checkout step, keeping payment selection straightforward.

STEP 5/5

Confirmation

IMPACT

OCT - DEC ‘25

35.2%

Add to wallet
adoption rate

4.6%

CTR for
Order Food

Problems

NEW INTEGRATIONS

1.

Increased Fraud: Misuse of Discounted Ticket Types

Users were selecting discounted ticket types (Child/Senior) to pay less, leading to a rise in misuse. Theatre managers also had no quick way to identify bookings with special tickets for verification.

2.

Confirmation Page Was Hard to Scan

The booking confirmation page lacked clear structure, making key details difficult to find. Important elements like the QR code were pushed to the bottom of the page.

3.

Pre-Order Food

A new feature lets users order food in advance directly from the confirmation page.

4.

Add to Apple Wallet

Users can now add their tickets to Apple Wallet for quick access.

Colour-coded strip for different ticket types

A thin colour strip was added to each ticket to quickly indicate the ticket type, helping theatre managers identify special tickets at a glance.

Colour code for tickets:

Child / Senior

General

QR Code Now Visible Upfront

The QR code was moved to the top of the page so users can quickly access it for scanning at the theatre.

Prompting users to
pre-order food

Added CTA on confirmation page to drive advance food orders.

Quick access to ticket

Users can now add their tickets to Apple Wallet for quick access.

IMPACT

IMPACT

Metrics improved

Metrics improved

Based on three months of data collected between Sep–Dec 2025.

Based on three months of data collected between Sep–Dec 2025.

70.8%

70.8%

Reduction in
payment drop-offs

Reduction in
payment drop-offs

$544K

$544K

Increase in additional monthly revenue

Increase in additional monthly revenue

14%

Improvement in conversion rate

35.2%

35.2%

Reduction in overall time on task (∼1m 21s)

Reduction in overall time on task (∼1m 21s)

LEARNINGS

LEARNINGS

Reflection

Reflection

WHAT WAS MISSED

WHAT WAS MISSED

Accessibility Amenities Not Visible During Seat Selection

Accessibility missing at seat layout

Although accessibility amenities were shown on the showtimes page (and vary by showtime), they weren’t mentioned on the seat selection page. Adding them here helps users quickly confirm the right setup before choosing seats, especially for users who rely on specific accessibility features & arrive from third-party site to seat map directly.

Although accessibility amenities were shown on the showtimes page (and vary by showtime), they weren’t mentioned on the seat selection page. Adding them here helps users quickly confirm the right setup before choosing seats, especially for users who rely on specific accessibility features & arrive from third-party site to seat map directly.

Google search result

MY TAKEAWAYS

MY TAKEAWAYS

What I learnt from this project

What I learnt from this project

This was the first large-scale project I led, and it pushed me to run client meetings and weekly stakeholder reviews with teams across different functions.

This was the first large-scale project I led, and it pushed me to run client meetings and weekly stakeholder reviews with teams across different functions.

Communicating with stakeholders effectively

Communicating with stakeholders effectively

I learned to understand what each stakeholder cared about, tailor my communication to their priorities, and keep everyone aligned.

I learned to understand what each stakeholder cared about, tailor my communication to their priorities, and keep everyone aligned.

Presenting and defending design decisions

Presenting and defending design decisions

I learned to confidently explain my design choices with clear reasoning and expected impact, while also steering conversations back on track when discussions drifted.

I learned to confidently explain my design choices with clear reasoning and expected impact, while also steering conversations back on track when discussions drifted.

One resource that helped me the most was Articulating Design Decisions. I’d recommend it to any designer who’s actively working on communicating & building stronger relationships with stakeholders.

My Bedside book during this project

One resource that helped me the most was Articulating Design Decisions.

I’d recommend it to any designer who’s actively working on communicating & building stronger relationships with stakeholders.

BONUS

Desktop design

BONUS SECTION

Ticketing experience on desktop

Although only 15% of users book tickets on desktop, we still put significant effort into making the experience fully responsive. Below is a demo video of the desktop ticketing flow.

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SaaS

Reduced overall time at task (TAT) by 76.5%

When a theatre location manager needed to disable a specific menu item, they had to submit a service request each time.

With over 800 data points stored in a JSON file, the IT team faced the daunting task of sifting through it all—like searching for a needle in a haystack.

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