The queue that held for 10 million fans

Pushing Beyond a Simple Reskin

What began as a modest reskin quickly became a more ambitious effort. I pushed to elevate the entire ticketing journey, building on my Event Details Page and Checkout redesign work so Smart Queue felt like a natural part of the ecosystem, not a standalone utility.

Guiding Fans with Dynamic Queue Tips

Improving transparency meant giving fans clearer guidance throughout their journey. Working with the fan marketing team, we designed dynamic, stage-specific tips for the lobby, waiting room, and active queue, replacing static copy with a scrolling carousel that adapted as fans progressed. We also compressed the UI so tips stayed above the fold, a simple change that kept fans informed without friction.

Designing for Global Scale

Following Oasis' record-breaking onsales, Smart Queue rolled out across 21 markets, UK and Ireland first, then North America and Europe. We aligned it with the global design system, standardising typography, colour, and spacing, and solved accessibility challenges around unpredictable hero artwork to keep bold visuals AAA-compliant everywhere, including for partners like Live Nation.

Where Smart Queue Goes Next

Research surfaced 49 fan pain points behind the reskin, unclear wait times, confusing presale eligibility, and layouts fans would never scroll far enough to find. I led a vision built on three principles: transparency, so fans always know where they stand; proactive guidance, so they arrive prepared instead of rushed; and consistency at scale, so the experience holds together across every market. Tested with fans, it worked, clarity and calm both improved, and leadership, product, and engineering aligned behind the plan.