Supporting a better ticketing experience within an existing ecosystem
Overview
Walmart AMP needed more than a standard website. They needed a cohesive digital experience that could support ticket purchasing, premium upgrades, and venue exploration in one connected journey.
While ticket purchases are fulfilled through Ticketmaster, the surrounding experience lacked clarity. The path from discovering a show to selecting seats and enhancing the night with upgrades felt fragmented, leaving users to navigate multiple decisions without clear guidance.
The challenge was to design a user-first experience that could guide visitors from event discovery to ticket purchase in a way that felt simple and intuitive. At the same time, the platform needed to support more complex moments, like coordinating group seating and selecting from multiple upgrade options, without overwhelming the user. Everything had to work seamlessly alongside an existing third party ticketing system, while still delivering a polished, modern experience that reflects the energy and excitement of a live event.
A visual first ticketing journey
The team designed a fully responsive web-based experience that guides users from event discovery to ticket purchase with clarity and confidence. Instead of following traditional ticketing platforms, which often rely on dense text and fragmented steps, the experience was reimagined as a more visual and linear journey. Users move naturally from browsing events to selecting seats, enhancing their experience with add-ons, and completing checkout with a clear understanding of their choices. Each step was structured to reduce friction and support confident decision-making.
Concert ticketing comes with inherent complexity, and this experience embraces that without letting it overwhelm the user. Purchasing multiple tickets, coordinating group seating, and selecting upgrades all happen within a system designed to feel simple on the surface. Smart seat selection logic prevents isolated seats, while timed cart holds ensure fair access during high-demand moments. Clear quantity controls and structured layouts make group purchases easy to manage. Add-ons were designed as an extension of the concert experience rather than an interruption. Upgrades like Reserved Parking, AMP Underground access, Fast Track entry, and Lawn Chair Rentals are easy to scan, clearly priced, and supported by just enough detail to help users make quick decisions. Whether selecting a single upgrade or planning for a group, the interface remains intuitive and controlled.
The platform was built on Tessitura, a powerful but rigid ticketing system that introduced real limitations. Certain customizations, such as sending tickets to multiple email addresses, were not supported. These constraints required thoughtful adjustments so users could still access and manage their tickets without added friction. The experience was designed to work with the system while maintaining usability. From desktop to mobile, the experience performs consistently across devices. Every interaction, from seat selection to checkout, was designed to feel seamless regardless of screen size.
Following launch, the platform expanded with a 3D interactive venue map that allows attendees to explore the space before arriving. Seating sections, ADA accessibility, food and beverage areas, merchandise locations, and navigation paths are clearly defined. The development of the 3D map required iteration to resolve performance, optimization, and camera control challenges. The final result is an immersive preview of the venue that helps users feel more prepared and confident before attending a show.
A platform that reshaped how the venue operates
The new Walmart AMP platform introduced a more modern and scalable way to support ticket sales and shape the fan experience. While purchases are fulfilled through Ticketmaster, the surrounding journey now feels more connected, giving the venue greater control over how events are presented, how upgrades are offered, and how users engage with the experience.
The platform also creates room for growth, supporting future enhancements such as premium offerings, improved user insights, and expanded digital tools.
Client Impact
“The work we did together transformed a 30 plus year old organization and pushed us into the future. At the end of the day, our work was so much more than code and a new website. It was a new way of working, new thinking, new processes, innovation, and so much more.”
Director of Technology Services, Walton Arts Center and Walmart AMP
Why It Matters
Ticketing is often treated as a utility, but this project shows it can be something more. By simplifying complex decisions and designing within real world constraints, the experience transforms a high friction process into something clear, engaging, and easy to return to.
