AirAsia RedTix – Redesigning the Customer Ticketing Experience
Designing a seamless ticket-buying journey that connects directly with RedTix’s new Event Management System (CMS).
We reimagined the customer website to create a unified experience that made discovering events and purchasing tickets effortless and boosting user confidence and event sales.
Result Highlights:
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Streamlined checkout flow (fewer steps to payment)
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Reduced customer complaints after launch
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Positive feedback from organisers and users
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Improved collaboration between Product, Design & Engineering
1. Project Context
Why It Matters to AirAsia RedTix?
AirAsia RedTix is an event-ticketing platform for concerts, festivals, and sporting events across Asia and Australia including Ultra Singapore, Rugby World Cup, and Neon Countdown.
After building the internal Event Management System, we needed a customer-facing site that tied seamlessly into it.
The existing website was functional but clunky also built quickly on Bootstrap, with usability issues that hurt sales and trust.
Redesigning the website mattered because it:
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Completed the ecosystem between organisers and buyers.
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Simplified discovery → purchase, improving conversion.
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Strengthened RedTix’s position as a trusted regional ticketing brand.
My role & team
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Senior UX/UI Designer (Lead)
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With Head of Product, Front-End Developers and Design Interns (whom I mentored)
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Duration: 5 months before handover (2018). Before handover to development
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Scope User Research · User Flows · Sitemap · Wireframes · Visual Design · Prototyping · Developer Handover
2. Understanding the Problem
Before Bakehouse came on board, RedTix’s first website launched without research or usability testing.
Internal interviews with Business Development and Marketing revealed core issues:
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Ticket prices were hidden far down the event page.
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Order and discount information was confusing.
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Checkout forms felt unnecessarily long.
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Payment and confirmation were split across multiple steps.
3. Prioritising the Fix
Together with Product and Engineering, we grouped findings into Epics in Jira.
The Event Details Page and Payment Flow became the top priority due to their direct impact on users and conversion.
This clear focus guided both the sprint planning and design direction.
4. Designing the Solution
Our goal was to make ticket purchases feel fast and transparent.
We:
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Reduced steps from event view → payment.
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Surfaced ticket details immediately on event pages.
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Simplified and grouped related form fields.
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Introduced breadcrumbs and a unified layout for clarity.
Early wireframes were shared with Product and Engineering for feedback.
From there, we built a consistent visual hierarchy and interaction pattern for future pages.
5. Validating with Users
We ran usability sessions with internal staff simulating real ticket purchases.
Participants were asked to find an event, choose tickets, and complete payment.
Key Findings
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Users completed purchases faster with fewer errors.
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Breadcrumbs gave users confidence about progress
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Simplified forms reduced friction and abandonment.
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6. Building & Handover
All high-fidelity designs were created in Figma and shared with engineers for inspection and spec.
I worked closely with front-end developers to clarify logic and micro-interactions, then conducted UX reviews on implemented tickets before release.
7. Outcome, Learning & Reflection
The new RedTix customer site resulted in:
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Fewer complaints from operations support.
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Improved organiser sign-ups thanks to higher customer conversion.
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Positive internal feedback on how intuitive the flow felt.
What I learned
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Involve development early to avoid rework.
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Leadership means balancing delivery and mentorship.
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Design doesn’t end at launch; continue listening and iterating.
This project marked a turning point in my career.
It taught me to lead designers, manage stakeholders, and deliver a user-centric product that drove measurable impact.
The success of this project helped grow our design team from 1 to 4 and proved how thoughtful UX can elevate both product and business goals.
Now live as part of the AirAsia RedTix ecosystem, connecting organisers and customers through a seamless digital ticketing experience.
