The company started off with letting fans request and return tickets to sold out shows. Over the years, we have expanded product capabilities that make us rethink what Lyte stands for and how to communicate that within the company and to our fans.
We empower every fan to get and return tickets without price gouging or fraud. And every rights-holder to have control over their secondary ticketing revenue and data, to guard their fan's experience.
We want to serve as the protocol to protect and enrich all parties.
A single continuous line, that weaves through the live events ecosystem, powering and connecting. Subtle in presentation, yet full of energy and power to be tapped into.
The conduit through which our brand strategy travels: the power up and protocol is transmitted through “The Lyte Wire”.
[fig 1] Brand Guide
It takes everyone at Lyte not just the design team to implement the brand across all our touchpoints. We soon launched the brand guide and sent out swags to raise the awareness of the brand.
We set up the voice and tone guide and writing principles when we were launching the help center, the principles help the team to hold up to the same standard when publishing the article.
Balance between verbal and visual communication
Using visuals to communicate the message can leave a lasting impact on fans and clients, but may be open to interpretation. Using language alongside visuals provides context to the image and ensures the meaning of the message is clear. Verbal communication, whether written or spoken, is considered to be easier and more straightforward.
Writing in different emotional experiences
Our fans come to us when they're experiencing complicated emotions. Either they didn't get tickets or they got the tickets but can't make it anymore. We're here to quell their concerns. Writing in Lyte should be extra careful about the context of the journey, providing the information with the right tone that suits their emotional states.
Always think about user needs and business goals
Our fans and clients are always in the center of our heart. Whenever talking to them, we should always put their needs first. By seeking out chances to share Lyte's mission, we are evangelizing future brand advocates.
[fig 2] Platform
[fig 3] lyte.design internal site
Internal Website Development
Within 2 years, we have grown from 8 to 60+ people across 3 offices. The increase of questions around "Where can I download ___?" proves that Google Drive has failed us. To spread the brand while using the least resources, I built and launched lyte.design — even better — we pulled in HR onboarding content in so that everyone, old or new, is now going to the site to get what they need.
Justin Director of Client Service
This is literally the most useful resource at Lyte!!
Amadeo, Design oversight
Alexandra, Copy support
Jon, Graphic design
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.
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
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