AppTicket – New checkout experience

Roles

Product Design, UI Front-end, Product Strategy, Prototyping, User Flows, Design System, UX Writing.

Redesigned the end-to-end purchase flow (event page → checkout → confirmation) to reduce friction and match user expectations; I chose a strict 3-step flow to keep scope predictable and ship faster .
Prioritized features with stakeholders from backlog, metrics, and client needs—enabling iterative rollout and A/B validation without formal research.
Built a component-based design system and responsive, accessible UI so the same patterns could scale across event types and future features without rework.
Owned UI implementation in Vue.js and SCSS to keep design and code in sync and reduce back-and-forth with backend; components were built production-ready for integration.
Iterated based on metrics and backlog ; post-launch improvements were driven by conversion data and business priorities rather than user research rounds.

Goals

Rebuild the ticket purchase experience to be clearer, faster, and mobile-first.
Keep a seamless flow across hotsite, checkout, and confirmation while maintaining feature parity and minimizing delivery risk.
Deliver front-end code ready for backend integration and establish a documented backlog for ongoing improvements.

Process

Prioritization
Aligned with stakeholders on backlog and metrics; defined what to ship first based on client needs, market demands, and feature parity—no formal research.
Flow Mapping
Mapped all scenarios across hotsite, checkout, and confirmation—including edge cases and business rules—so the flow was predictable and testable.
Design System & Wireframes
Created a custom design system and wireframes for all screens; aligned with internal teams to avoid late rework.
Final Design
Final UI balanced usability with visual clarity: responsive layouts, clear interaction states, and optimized flows for conversion.
Front-end Development
Implemented the full front-end in Vue.js and SCSS with modular, reusable components—ready for backend integration and future iteration.
Iteration
Post-launch, used metrics and backlog to drive iterations and roadmap decisions; focus was on UI and front-end improvements, not user research.

Impact & Results

Purchase completion rate up 15% with the cleaner 3-step flow aligned to user expectations.
Support tickets related to purchase doubts and errors down 32% thanks to clearer copy and visual guidance.
Mobile conversion up 18% from better responsiveness and simplified UI on small screens.
Faster feature rollout from a flexible front-end and validated backlog; development cycles shortened by ~25% through closer design–dev alignment.