FGT Redesign

Modernizing the Front Gate Tickets brand and suite of products.

Front Gate Tickets, Ticketmaster
2016-Ongoing
Lead Product Designer

Problem & Context

Front Gate Ticket’s visual identity already looked pretty dated when I joined in 2016. The legacy product was mostly developer designed, with many inconsistencies between applications and features, creating friction for users and making it harder to communicate FGT’s value.

Visual debt slowed new feature development, and marketing materials felt disconnected from in-product experiences, weakening overall brand perception.

Impact

Improved usability and trust signals in high-stakes purchase flows.
Reduced time-to-market for new product features by leveraging reusable components and design tokens.
Created a more cohesive, recognizable FGT presence across B2B and B2C touchpoints, supporting sales and marketing narratives.

Design & Development

Over the years I have led the charge to redesign and modernize every user, fan and client touchpoint.

FGT Brand

I maintain Front Gate’s brand guidelines, style guides and design systems
As well as creating a set of self-service assets and templates for client-facing assets

B2B & B2C Site

One of my first projects was redesigning the B2C site in 2016 and it has been redesigned 3 times since then.
Partnering with the Marketing team and an external agency, we redesigned and launched the latest iteration of the B2C site in 2024, and the B2B site in 2025

Purchase Path

Over the years my team has steadily improved the look and feel of the purchase funnel
Establishing new global patterns, fixing navigation, mobile responsiveness, form fields, and accessibility

Additionally I’ve redesigned and modernized our internal applications, including: