AirAsia RedTix – Event Management System
I designed a management platform that empowered RedTix’s non-technical teams to launch and manage events independently by cutting setup time from days to hours.
Result Highlights:
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80% faster event setup
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0 developer dependency for event creation
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100+ events managed through the system
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Streamlined data access for operations and business teams
1. Project Context
Why It Matters to AirAsia RedTix?
Before this system existed, launching an event at RedTix required manual coding by developers, even for small changes.
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Developers were staying up late to deploy new event pages
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Operations had to track sales manually in Excel
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Business teams couldn’t update or launch tickets independently
As RedTix expanded across Asia, this workflow slowed growth and limited opportunities.
Our mission:
Build a system that gives RedTix full control of their event creation by turning a manual, developer-heavy process into a simple, self-serve experience.
This project became a cornerstone in RedTix’s journey to becoming a digital-first ticketing company.
“We wanted to give the power of event creation to the people who manage the events and not the developers.”
- Head of Product, AirAsia RedTix
My role & team
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Senior UX/UI Designer
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Lead designer from research to delivery
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UX research, flow mapping, wireframes, prototyping, design handoff
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With Head of Product, CEO, Developers, and Business & Operations Teams
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Duration: 4 months (2018). Before handover to development
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Goal:
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Enable RedTix’s staff to create, edit, and publish events with no code required.
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Reduce dependency on developers and boost productivity across departments.
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2. Understanding the Problem
Before Bakehouse Venture Builder partnered with RedTix, every new event required manual setup by developers using Bootstrap.
That meant:
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Long waiting times when organisers needed events launched quickly (sometimes overnight).
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Developers stuck maintaining event pages instead of building new features.
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Operations staff managing orders and sales manually in Excel.
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Business teams relying on developers for every ticket launch.
Through interviews with the CEO, Business Development, Operations, and Developer teams, it became clear:
The core pain wasn’t the event page; it was dependence. RedTix needed autonomy to create, edit, and publish events on their own.
3. Product Vision & Goals
Our north star was simple: Empower non-technical teams to manage events independently.
Business Goals
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Let staff create and update events without developer help.
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Ensure event changes instantly reflect on the live site.
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Provide a central hub for managing ticketing and sales data.
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Enable admins to control event status (Publish, Hold, Cancel, Postpone).
To align on vision, I ran short sketching sessions with the product and engineering leads, and each drew their ideal version of “how an event should be managed.”
This helped us uncover shared priorities and eliminate unnecessary complexity before design began.
4. From Insights to System Structure
After consolidating research findings, I worked with the Head of Product to map out a sitemap covering the system’s essential modules:
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Event Dashboard
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Event Creation
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Ticket Management
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Event Info & Gallery
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FAQ Templates
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Reporting
This structure became the blueprint for our MVP, focused on impact, not perfection.
5. Defining the MVP
We prioritised features that delivered the highest value with minimal development risk:
Core User Stories
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Create an Event: users fill in details and publish directly to the live site.
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Edit or Duplicate Events: fast updates without waiting for dev deployment.
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Manage Tickets: add, remove, or update ticket tiers in one place.
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Control Event Status: hold, cancel, or go live instantly.
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Export Data: Admins access event data for reporting or client pitches.
This gave us a clear scope that was lean enough to ship within four months, yet strong enough to prove business value.
6. Design & Iteration
I created interactive Figma prototypes and tested them with RedTix staff from Operations and Business teams.
Each round of feedback informed micro-improvements to navigation, layout, and terminology.
Key Interfaces
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Login & Account Creation: simple invite-based onboarding.
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Dashboard: unified view of all events with quick status updates.
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Create Event:
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General Info – title, banner, date/time.
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Tickets – define ticket types and prices.
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Event Info – manage gallery, artist list, and video links.
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FAQ – reuse templates or create new ones.
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Our guiding principle: clarity first. The system should feel intuitive even for users unfamiliar with design tools.
7. Collaboration with Developers
Once the final designs were approved, I prepared high-fidelity specs in Figma and worked side-by-side with a Front-End developer.
Together we:
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Defined missing interaction states and transitions.
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Used Figma Inspect for accurate HTML/CSS handoff.
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Conducted UX reviews before launch to ensure every flow matched intent.
This closed loop between design and development kept quality high despite tight timelines.
8. Outcome & Impact
When the Event Management System went live, it transformed how RedTix operated behind the scenes.
Key Outcomes
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Event setup time cut from days to hours
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Non-technical staff could launch events independently
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Developers regained time to focus on product innovation
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100+ events created and managed through the new system
Feedback from internal teams was overwhelmingly positive. Business development and operations finally had full control of their workflows, and developers no longer needed to work late just to publish new event pages.
“This system became a core selling point for RedTix. It's a sign that we were no longer just an event vendor, but a digital platform company.”
9. Reflection & Learnings
This project changed the way I think about design.
It was the first time I truly connected front-end experiences with back-end logic, and saw how thoughtful design could directly impact internal productivity.
What I Learned
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System design thinking: Building for internal users taught me to look beyond UI, to understand how data, workflows, and people connect.
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Empathy for non-design users: Designing for internal staff required simplifying technical workflows into something intuitive and visual.
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Leadership through collaboration: I guided interns, aligned across departments, and learned to communicate design rationale in business terms.
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Design is never “done”: This project reminded me that a strong MVP is just the beginning. A foundation for continuous improvement.
It taught me patience, learning to speak the engineers’ language, understanding constraints, and finding balance between speed and clarity.
The RedTix Event Management System didn’t just improve efficiency; it redefined how the company worked.
It gave teams autonomy, reduced operational friction, and laid the groundwork for RedTix’s evolution into a scalable, digital-first ticketing platform.
Project Information
Credits
Design Tools
PRODUCT & DELIVERY
Dhaz
Figma, Evernote, Photoshop, Illustration
DEVELOPMENT
Edwin
UX WRITER
Hafiz
