Date: 2019 Aug- Dec
Role: Lead Experience Designer
Responsibilities: User research, product strategy, product launch

Early Access for Group — Disrupting the broken ticketing experience

Lyte's mission is to fill every seat by maximizing demand for events while providing promoters with data & capabilities needed to ensure tickets are going to the hands of true fans — not scalpers and brokers. The result is events sell out faster, have higher attendance rates, and earn more per fan.

[fig 1] Guided purchase experience segmentation

Business Goal

Extend Product Life Cycle

Lyte has been working with Eventbrite, ticketmaster and other promoters to control their secondary market. Our goal isn't to replace or compete with our partners, yet how can we extend our product cycle and engage with greater audiences, not just being a one-off service?

User Interview Finding

The Battlefield of Bots and Fans

After rounds of in-depth interviews, we discovered the biggest problem also the opportunity throughout the primary ticketing process — the Onsale waiting room.

The 10 minutes waiting room pushes fans to hit the maximum amount of tickets and scalpers to run bots capturing as many tickets as possible. This leads to a great number of tickets going to the secondary market with unreasonable prices that resulting in the empty seats on the day of the event.

Product Strategy

From Passively Battling with Scalping to Proactively Prioritizing Fans

Official ticket exchange that opens after tickets sell out

-Limited access to ticket holders
-Prices need to undercut the secondary market
-Relying on event partners’ referral to drive supply

Early access powered by Lyte that connects to onsale and ticket exchange

-Smartly allocate supply, if fans’ first option sells out then direct them to their second options
-Get organic traffic from event partners
-Automatically move request to exchange if tickets sell out at face value

MVP Goal

Reduce Waste on Tickets
Release Fans' Stress
Increase Partners' Yield

Early access opens up a window of time for our partners to remove the bad actors and allow fans to focus on ticket options than the quantity. We provide ways for fans to increase their chances of getting tickets, but if tickets sell out, fans could easily move the order to our official exchange at face value.

[fig 2] Take. Your. Time.

Give days—not minutes—to let fans plan and perfect their experience.

[fig 3] Offer flexibility

Coachella has two weekends but with the same lineup. By offering the flexible option, we're able to allocate demand and let more fans in.

[fig 4] Soldout recovery

If tickets are sold out during early access, we are still able to either promote available options or direct fans to our official exchange.

Product Testing and User Research

"We" Decided to...

Group preference > personal preference

Most fans decide on which tickets to get based on their friends' preferences. Connecting the group together helps us to allocate demand and to move the whole group instead of individuals.

[fig 5] Create group request flow

MVP Usability Testing

Remove frictions to increase group requests

We conducted another round of interview soon after we launch V1.0 with Bottlerock, focusing on learning "why" they create the group and "how" did the process go in order to increase the number of groups created.

[fig 6] Interview notes

Usability Improvement for V.2

Enhance incentives, set up the right expectation

"It just felt neutral", "Nothing really happened"
_V1.0 feedbacks

We decided not to trigger native share right away cause we need to provide context on what'll happen and we want to be able to track where they share the link. V2.1 utilizes the space also allows fans to customize their group name, which will be shown on the group card.

[fig 7] Invite friends to your group V2.1

[fig 8] Iterations

Usability Improvement for V.2

Increase group intimacy, provide context upfront

"I tested out the link before I sent it to my friends", "It's like another referral thing"
_V1.0 feedbacks

To reduce confusion for both the initiators and the contributors, we added context throughout the sharing process. And put the name of initiator and the group upfront to increase intimacy and trust from the contributors.

[fig 9] Invitation V2.2

[fig 10] Iterations

Success Metrics

Pilot Features Rolled Out

We ended up launching V1.0 with 2020 BottleRock music festival, and here are some outstanding data we collected.

[fig 11] Feedback from fans and our partner


Conversion rate

50% of fans who got invited by their friends successfully created the reservation.

3% v.s 18%

Reservation cancelation rate

The cancelation rate in the group — 3% is significantly lower than the cancelation rate of regular reservations aren't tided to the group, which is 18%.

1.7 v.s 2.3

Quantity per order

Fans that are in the group only hit an average of 1.7 tickets per reservation compares to 2.3 in regular reservations.

Credits and thanks to

Amadeo, Yauhen, Valery, Design team
Slava, Alex, Alex Z, Alexey, Alex S, Raman, Elena, Sasha, Engineering team

Hi! I'm Zoe,

a product designer based in San Francisco with 5 years of experience working on product strategies, interaction and visual design. I've designed in both mobile and desktop across technology, education and entertainment industries.

I thrive working between compact cross-functional teams with ambiguous problems. Currently leading a product design team at Lyte.

Get in touch

Lyte, Lead Experience Designer

Developed and shipped new features to keep tickets among fans and away from scalpers


Lyte, Senior Designer

Delivered features and built brand to increase fans' confidence when returning or requesting tickets from the official ticket exchange

CHOXUE, Design Lead

Drove product research and redesigned brand to redefine company focus and raised a successful fundraising round


BASSIC, Co-founder & designer

Led brand development and formalized early user engagement


Ministry of Education, Visual designer

Designed international conferences' visual identity



UC Berkeley

Graduate Certificate Program,Strategic Brand Management, Global Business


National Taiwan University of Science and Technology

Bachelor of Arts (B.A.), Design and Visual Communications, General