A user-centred startup to rethink the way people discover, buy, and resell tickets.
CONTEXT OF THE PROJECT
My Team
Sam & Morris (CTOs), Connor (CMO), Michael (CEO), and me (!!)
overview
THE PROBLEM
Scams and price gouging on unregulated platforms
Trust issues when buying from strangers
High fees cut into ticket value and inflate costs
Resort to post across various platforms to find buyers or sellers
THE OPPORTUNITY
Limit price markups to build credibility & ensure fairness
Leverage networks, ratings & transaction history for social proof
Offer low, transparent fees for fairness & affordability
Create a centralized, community-first marketplace
OUR GOAL
Our team was motivated by personal passions and shared frustrations with major ticketing platforms — especially around high fees and a lack of transparency.
Whether it was for smaller shows, local festivals, or community-driven events, we all had similar experiences that made buying tickets feel unnecessarily difficult and frustrating.
These conversations sparked our curiosity and led us to explore whether others felt the same!
USER INTERVIEWS
We interviewed 5 individuals that ranged in age from 19 to 33 that came from vastly diverse backgrounds.
Despite the only commonality being experienced with purchasing tickets to events, we discovered striking similarities in behaviours, needs, and frustrations.
Combing through these common threads, it actually led us to a big "ah-ha" moment and with advice from our mentors and peers, we started exploring a slight pivot!
2 | research
SURVEY RESULTS
Instead of focusing on discovering and buying tickets like our most of our competitors, we discovered a crucial gap with the reselling experience.
From our survey of 150 individuals, it was a pivotal commonality and was often frustrating, unclear, and risky for everyday users. Our key insights surrounded themes of trust and transparency that were critical factors in influencing user behaviour.
COMPETITOR ANALYSIS
I conducted a comparative analysis of resale platforms including Ticketmaster, StubHub, and TicketSwap to evaluate how each balances transparency and user empowerment. This involved assessing factors such as fee visibility, pricing control, listing requirements, and the overall user experience from both buyer and seller perspectives.
This helped position Ticket Ties within the competitive landscape as a user-first alternative.
As our understanding of the problem deepened, it reshaped our direction entirely. It became clear that we needed to design not just for the problem, but for the people most affected by it.
TARGET AUDIENCE
With 60% of Gen Z and 70% of Millennials participating in live entertainment annually, this segment prioritizes authenticity, control, and convenience when purchasing tickets.
Young adults aged 18-35 with disposable income who actively attend concerts, festivals, and sports events.
Highly sensitive to hidden fees, unclear pricing, and complicated resale processes
Seeking platforms that offer transparency and a seamless user experience
3 | solution ideation
IDEATION SESSIONS
Our goal was to identify key features for an minimum viable product that addressed our user pain points. Pivotal discussions focused on pricing model, platform scalability, and the technical feasibility of feature concepts.
I led facilitation of the sessions, rapid sketching, and brought in synthesized user pain points and behaviour.
4 | prototyping & design
DESIGNING THE PRODUCT
KEY FEATURES
Verified Listings
Buyers and sellers gain confidence through verified ticket ownership, visible transaction histories, and a built-in rating system that promotes safe, peer-reviewed interactions.
Friend Referrals & Social Trust Layer
The platform integrates social connection features, allowing users to see mutual friends, referral history, and shared event activity — creating a community-based trust network beyond anonymous marketplaces.
Smart Pricing Insights
Users can view average list vs. sold prices for similar tickets, helping sellers price competitively and buyers make informed decisions — all while maintaining control over their final price.
IMPACT
Addressing a core user fear of getting scammed through transparency, the platform empowered users to make safer, more confident resale decisions.
Designed for Trust
Created a resale experience that felt more personal, social, and trustworthy that increases user retention and platform engagement.
With only a 10% total fee and an intuitive seller dashboard, Ticket Ties made it easier for everyday users to list and manage their tickets effectively.
6 | reflection
WHAT WORKED WELL
Seeking and Applying Feedback
Connections with my mentors and peers have helped me grow self-awareness, improve my performance, and refine my communication skills.
Pushing Past Comfort Zones
Whether it was public speaking, presenting, or networking, I have strengthened my resilience and adaptability in new environments.
Balancing Business & User Needs
WHAT I'D DO DIFFERENTLY
Begin Documentation Earlier
Better progress tracking and documenting decisions would've streamlined the process and led to greater efficiency with minimized misunderstandings.
Simplify Faster
Time constraints challenged me to simplify and communicate value without the unnecessary complexity for a lean, focused MVP.
Designing Smarter
MY TAKEAWAYS
My time at EIA was a whirlwind experience, but was an ideal opportunity to apply my skills in a real-world setting.
It brought both challenges and opportunities that pushed me to grow and adapt. I truly valued the collaboration opportunities and the chance to engage with a global network, which broadened my perspective.
Given the short timeframe, I’m proud of what my team and I accomplished — taking an idea from concept to a pitch-ready solution. Looking back, I recognize several areas for improvement that I’m eager to refine moving forward.
While not every detail was perfected, the experience provided valuable lessons that I’ll carry forward into future projects and memories that'll remind me of the endless possibilities of what I can accomplish.
The SAIT Team :)