What do you do when you are a leader in your industry, but can’t grow fast enough to leverage your data? For BrokerGenius – a pricing solution for ticket resales – the answer was to redesign the ticket pricing workflow to be faster and more scannable.


My team cut out a lot of bloat from the original workflow resulting in easier to manage ticket resales. Previous designs for the product UpTick had placed important data in hard to find areas. This forced ticket pricers to use a host of “tricks” to optimize their workflow. A reliance on tricks is a good indicator as to where the user experience is falling short. Much of the discussion and UX research centered around prioritizing readability and placement of key features.

Data was rearranged to allow easier comparison in real time. Key features were arranged more organically, to better compliment the daily workflow. The final result was a design that allowed the user to focus less on trickery, see more data, compare ticket prices faster, and manage more inventory for events like the Tupac and Biggie Hologram Rap Battle (not a thing).

Research and Workshops

Broker Genius pricers working on ticket inventory.

Shadowing Users

Shadowing the users revealed that the existing UX was not compatible with the necessary workflow. Add on features created late in the development process were impeding pricer access to needed data.  An average workday relied heavily on moving a key focal point of the product (the map) out of the way of the inventory (the tickets) just to lock in a final price. This observation heavily influenced the redesign by taking the map and making it the focal point of the whole layout. This eliminated the inefficiency of using a host of individual workarounds to view data.

Parts of the workflow are off screen and obstructed by the map

No obstructions and all of the data fits on the screen comfortably allowing for a more readable workflow

Running Workshops

From wireframing key features to prioritizing screen space, we brainstormed concepts that would make better use of the pricing workflow. We discovered a logic loop that users had been applying to how they priced tickets. We called it the FOCUS loop.

Pre Production

The Focus Loop

The focus loop boils down the core of what UpTick was designed to do: Find, Optimize, Compare, Update/Upload, Save

Having figured out the logical user flow that the workflow was built upon gave us the guidance needed to begin wire framing. Our wireframe process was the beginning of redesigning UpTick to fit the new workflow paradigm our research had revealed.


The wireframing process started with breaking down sections of the focus loop. We tested rough prototypes of the layout with the pricing team to validate our designs before starting more polished iterations. 

Moving forward: Allowing for more automation opportunities

After getting some feedback on wireframes we made a quick prototype to show our users how the layout worked in tandem with the focus loop. The findings from the prototype gave the validation we needed to start the final design.

The components were designed in tandem with the front-end engineering team in order to build a living style guide we branded as FUEL (Foundational User Elements Library). FUEL allowed front-end engineers to use ready made design elements much like Twitter Bootstrap or Google Material Design to iterate on designs faster.