Hello there  I'm Seora Lee.

Coming soon...

Background

Ticketmaster Travel helps fans book hotels alongside their event experience. While hotels were already a major part of the business, standalone hotel bookings generated 75% of total revenue. The booking experience had also grown increasingly complex, with a large number of hotel options, room configurations, and pricing combinations. I was brought in to look at the booking flow end to end and identify where we could make the experience easier to navigate while improving conversion.

Problem

The more options we offered, the harder it became for fans and travellers to make a decision. Through user surveys, Hotjar analysis, and business data, I found that users were navigating a dense selection of hotels, room options, and pricing structures without enough guidance. The challenge wasn't simply having too many choices. It was helping users understand which option was right for them without taking away their flexibility. So the question became:

How might we reduce decision-making friction while still giving fans control over their booking?

Outcome

I redesigned the hotel selection experience around two clearer paths: Recommended Bundles for fans who wanted a simpler decision, and Build Your Own for those who wanted more control. Instead of asking users to compare every possible combination upfront, the new experience surfaced curated options first while keeping customization available when needed. This created a clearer decision path without removing the flexibility that was important to the business.

Background

As the lead product designer, I created a new self-service post-booking experience for Ticketmaster Travel, helping fans and travellers manage their hotel bookings after purchase. The project started with a business need to make post-booking support more self-service and give customers more ways to manage their bookings. The experience brought key post-booking actions into one place, including booking management, required actions, room upgrades, and cancellations.

Problem

Outcome

• Booking Management: Gave fans a central place to view their booking details and manage key post-booking actions, including cancellation and room upgrades.
• Action Required: When a payment failed, fans could see what happened, understand what action was needed, and return to the such as cancellations flow to try again.
• Self-service cancellation: Fans could review cancellation policies, understand refund details, and cancel their bookings without contacting Fan Support.
• Room upgrades: Designed a post-booking room upgrade flow for the next release, extending the experience beyond the initial launch.

Background

Loyalty Redemption was a white-label product supporting three tenants: Fanatics, AAdvantage Hotels, and AAdvantage Events. I updated the redemption experience and created a more flexible foundation that could be configured across all three tenants. Members could redeem miles in full, combine miles with cash through Split Pay, or pay by card, depending on each tenant’s rules and payment options.

The problem

The Solutions

Built a flexible white-label foundation that adapts to each tenant while keeping the redemption experience clear and consistent.

• Clearer redemption: Simplified the slider and added an editable mileage input with a 1,000-mile minimum.
• Better feedback: Added messaging and clear states throughout the redemption flow.
• Contextual options : Showed Split Pay only when the event supported it.
• Flexible payment: Supported full redemption, Split Pay, and card payment based on each tenant’s configuration.

Sorry It’s under NDA. Want to see more details ? Contact me!

Context

Two or three sentences on the business problem and where the product stood when you picked it up.

What I did

The research, the calls you made, and the parts of the flow you owned.

Outcome

What shipped, what moved, and what you would do next.