Location
San Diego
Timeline
Aug 2024—1 month
Role
Red Door UI/UX Intern
Team
Karissa Wong
THE STORY
“Allseater’s site isn’t converting” -Reid Carr, AllSeater co-founder and my CEO
In a meeting with Reid, I was asked to edit the navigation bar to fix low conversion. However, I believed the problem ran much deeper—AllSeater's site prioritized high-level marketing speak over actual product demonstration, making it difficult for potential customers to understand what the product really does or how it works.
AllSeater's home and pricing pages, which minimally shows the product
THE Solution
A marketing site that "shows, not tells"
I explained to the AllSeater PM and founders that modern buyers typically want to see the actual product before considering sales, so I offered to build a features page—my project was green-lighted!
In addition to the Features page, I also designed a Blog Landing and Blog Details, redesigned the Home and Sign Up page, and iterated on problematic sections. I presented these designs, which were heartily received and approved!
My end of project presentation to the big bosses:
Reid (co-founder), Candice (PM), and Gary (co-founder)
Product Showcase
Features page
While listening to Gary's pitch to investors, I noticed how he kept the audience curious by explaning what problems AllSeater solves, why AllSeater is relevant, and how AllSeater's features solve them. This content and logic inspired the structure of the Features page.
Blog Landing & Blog Detail page
At the request of the AllSeater PM, I also designed a Blog Landing and Blog Detail page to improve SEO for when AllSeater can support blogs.
Note: Content in the prototype are placeholders.
Home & Sign up page improvements
I found additional UX issues with the FAQ, Sign up, and CTA sections and redesigned them to the following alternatives. This led to small redesigns of the Home and Sign up page.
THE OUTCOMES
Happy bosses and a handoff
The design hasn't shipped yet, so I have no metrics to share :'(. However, the AllSeater founders loved my initiative to both identify and solve a large business issue, and I was able to successfully hand off the designs to Red Door's dev team.
Umm, I think it's brilliant.
Reid Carr, AllSeater Co-founder and Red Door CEO
You did an amazing job of understanding the terrain and how this tool works... I very much appreciate it!
Gary Peterson, AllSeater Co-founder
It’s been such a joy to have you on the team Karissa!
Candice Wyatt, AllSeater PM and Red Door Director
That was the TLDR; continue below for details!
Process Overview
Timeline
Work overview
Building 3 new pages and 2 page redesigns with stakeholders
I frequently met up with the AllSeater PM and Gary (co-founder) for feedback and alignment. Using the Figma library developed by the previous designer, I maintained consistency across the new designs.
Project Constraints
The pros and cons of a self-initiated (intern) project
Because this project wasn't originally on AllSeater's roadmap, there were no other designers available. There was also minimal project management, and I was initially a little intimidated to work directly with the founders.
However, this project was a huge growth opportunity—I had agency to design solutions from the ground up, and collaborating with stakeholders taught me how business and design intertwines.
Photo by Tranmautritam
Industry & Product Research
From zero sports knowledge to marketing a ticket management tool
Here’s one of my early conversations with Reid (I’m very thankful for his patience). Frankly speaking, I knew nothing about sports or tickets. I’ve never even been to a school game!
To overcome my lack of knowledge in the industry, I read briefs, questioned AllSeater's PM, and analyzed AllSeater's competitors.
“... so for example, this would benefit the Padres…”
“What’s a Padre?”
“It’s the San Diego team.”
“Sorry, what team?”
“The San Diego baseball team?”
Understanding AllSeater's place in the market
With AllSeater, organizations benefit by maximizing ticket usage through happy employees or tax cuts from donations. Ticket use also benefits teams, because game attendance drive revenue through stadium sales.
Currently, there are no other ticketing platforms that help organizations and individuals distribute tickets as robustly as AllSeater.
How Ticketmaster and SeatGeek fall short for ticket distributors:
Manual ticket redistribution processes
No real-time visibility into availability
Difficulty tracking actual usage vs. allocation
No automated way to handle last-minute cancellations
Design Deep Dive
Designing the Features Page
"Show, not tell" is a rule of thumb for good UI/UX and marketing experiences. Unfortunately, AllSeater's site was only "telling," leaving viewers unconvinced to buy a subscription which, at the cheapest, was $299/year.
AllSeater’s only page about the product (Home page)
The business and user pain points
From this page, could you see how AllSeater might help you tangibly? I couldn't—both before and after I understood the industry. Here's why:
Marketing fluff
There's lots of "feel good" words and jargon, but minimal substance.
"Make experiences happen"
"Bring people together"
"Hassle-free season ticket management"
"Take a break"
Missing or misleading UI
The product's interface is rarely shown, and with no context.
Only one screen of the actual product, which is an unexplained dashboard
Mobile screenshots of tickets on different platforms give the impression that AllSeater has a mobile app
Only name dropping features
Features are mentioned but never demonstrated.
"Season ticket lottery" and "Disbursement control" are features core to AllSeater, yet are not shown
The lack of transparency prevents consumer trust from developing
Gary’s pitch to investors, and its relevance to customers
To understand how AllSeater has been marketed, Gary pitched AllSeater to me like I was an investor. He answered questions that potential customers may have before they asked, keeping me hooked and curious. Additionally, he was walking through the actual product while narrating his points, and answered my questions with live demonstrations.
An outline of Gary's pitch
Current ticketing landscape
Problems with current solutions
How AllSeater is different
Features that help you
AllSeater profit model
Lottery ticket walkthrough
Additional questions
A features page that's as convincing as Gary
This flow of information inspired the page structure, with high-level concerns supported with concrete details. Here are the main sections:
THE Breakdown
"What is AllSeater?"
It's a ticket management webapp.
Point blank—what is AllSeater? Here's a hero section that's visually engaging and straightforward.
"Why do I need AllSeater?"
It solves your problems.
This section is broken up into the 4 steps of the existing ticket distributing process. Each step highlights pain points in the process and explain how AllSeater solves them, supported by GIFs of the product.
"What are AllSeater's features?" Check out the core dashboards and features.
The first section dives into the 3 main AllSeater dashboards: Lotteries, Tickets, and Insights supplemented with videos. A second section touches on additional features that may not be showcased in the videos, but still core to AllSeater.
"How do I use these features?"
Here’s a timeline of how both user groups use AllSeater.
Because AllSeater is a tool that faces both the ticket holder and ticket receiver, it isn’t immediately clear how these two groups use Allseater together. A timeline shows the interactive patterns of both parties.
The CTA for a live demo is inserted after the features so that curious viewers know they can schedule a call as their next step.
For more common inquiries, an FAQ rests below.
"Hmm… maybe I'll buy!"
Put together, the resulting features page keeps visitors interested by directly addressing whys, whats, and hows while supporting claims with product screens. This approach gives AllSeater much more credibility.
Opportunity on the Job
Redesigning problematic sections for good measure
There were a couple user flows and sections within the site that were confusing or difficult to navigate.
The FAQ was not the most intuitive: different FAQ sections were hidden away in a dropdown, text was centered-aligned, and it was difficult to scan.
I created a simple side bar nav for the different FAQ sections, removed unnecessary icons, and left-aligned text.
This CTA shows mobile mockups of ticket stubs, potentially misleading viewers to believe AllSeater has a mobile app.
A laptop mockup with the UI in a browser clarifies that AllSeater is a browser-based webapp.
Growth on the job
Learning to simplify and essentialize
In an attempt to convey information about AllSeater, I made the initial mistake of overwhelming viewers with details.
Through feedback from the PM and founders, I found ways to balance the amount of content to give visitors an understanding that is just enough.
An early wireframe of the product usage timeline (soon to be discarded)
This is my first hi-fi iteration of the product interaction timeline. I gave details of user interactions and dropdowns showing relevant flows.
I received feedback that this section was too comprehensive and long. It would also be difficult to make it responsive, so I simplified the information and into a short carousel.
My last iteration focused using AllSeater's visual design language. I also moved the "Request Live Demo" button to its own CTA section. This version was approved in the final design!
Teamwork
Building for a system and flagging issues
This project started as a features page design, but it grew into much more. Part of the reason why was my initiative to identify and solve problems—even those outside my scope:
New Blog Landing & Blog Detail page
Many sites incorporate blogs to drive SEO. During this project, I also had the opportunity to design the Blog Landing and Blog Detail page for future implementation.
Redesigned Home & Sign Up page
With the new website architecture, the home page needed additional sections and CTAs. On the other hand, the Sign Up page had confusing UX flows that I addressed with a redesign.
Product testing - Quality Assurance
I inadvertently became a QA while testing AllSeater to get a better grasp of its functionality. I noted typos and bugs I came across, and flagged them to the PM.
Copywriting feedback
During a meeting with Gary, I brought up how the marketing fluff may turn customers away from AllSeater and suggested a more informative tone, exemplified through the prototypes.
The Outcomes
Approved designs and a successful handoff!
My internship was wrapping up, and it was time to hand off my designs. I created a deck for my last meeting with AllSeater's PM and founders, where I presented my final designs and rationale.
The founders were excited about the designs, and I received approval for handoff!
end Credits
The warmest thank yous
I am so thankful that I got to work on AllSeater's site! I'm still baffled that my CEO would just let an intern (who barely knew anything about sports or ticketing) work on his startup's website.
Although I was passionate to help, I had my shortcomings and inexperience. But Candice, Reid, and Gary were always there to answer my questions and guide my designs, fostering growth in me. Reid and Gary are keen businessmen who truly want to make a difference in the ticketing industry, and Candice is an amazing strategist and web mogul.
This project was fascinating because as a product designer, I'm often working the tool itself, but marketing it is an entirely different game. I got a glimpse of the business side of product, and it's opened new perspectives for me!
