LaneOne

LaneOne raised the bar for live experiences before the pandemic shutdown in-person events for an indefinite amount of time and the company permanently.

ROLE

Founding Designer
Designed sales and ticketing systems.
Designed digital experience for live events.
Supported marketing and growth initiatives.

TEAM

1 Principal / Design Director

1 Marketing Designer

6 Engineers

1 Product Manager

IMPACT

Grew from $0 in revenue to over $32 Million in two years.
Run rate over $50 Million in 2020.

Second highest code contributor on team.

Upgrade Your Night
The app is your ticket
Find your perks on the ticket
Need help? We got you

Brand

Crafted an identity to reflect the premium nature of the service along with a library of visual elements for the digital product, marketing and events.

Tickets

Designed and progressively enhanced a ticket sales system; event showcases, interactive maps, dynamic carts and payment experiences.

Experiences

Created an mobile application to guide users through their experiences, a digital sherpa for live events, giving them instant access to all the 'upgrades.'

Fun

As a music lover working at LaneOne was a dream. The connection with live music and some of my favorite artists was an amazing opportunity.

Building the brand

A collection of early prototype logo marks. My favorite, top center. Credit to Brad Talbott, our marketing designer, for that contribution.

Ultimately we settled on using a logotype whenever possible. As an emerging brand it was critical to get the full spelling of the name exposed.

Product Design

Selling Tickets

The anchor of the LaneOne offering was premium seat selection. For most the major tours occuring across north america (and some international) we would have access to the first chunk of rows of every desirable section. Our timed on-sales would allow us to sell out the best seats in minutes.

Pre-sale we would market tours across multiple channels with a focus on not only emphasizing the artist, but also the value proposition of the LaneOne Experience. Ticket resellers would typically avoid hoarding LaneOne tickets as the margins were lower due to the higher face value.

We would customized svg maps for each venue and show, allowing users to select seats by best available, eventually add individual seat selection via interactive map.

The Live Experience

Digital Sherpa

Once your LaneOne tickets were secured they would appear in your iOS or android mobile app where you would also be able to access your included benefits.

Anti-fraud Holographic Emblem: A subtle design solution for a common counterfeiting issue.
FOF Qeueing System: Securing a spot in front and center stage demanded a digital solution.
Show Itinerary: A progressive upgrade to the way users access their benefits on the interactive ticket.

Design Solution

Anti-counterfeit

Counterfeiting is always a concern with digital tickets. A simple screenshot could grant anyone access to the venue given they arrived early enough. We would end up addressing this with a design solution, as it happened it turned out to be my first time using a lottie animation. By creating a holographic animation in After Effects and pairing it with gyroscopic motion data, we would be able to play the animation forward and backward by simply tilting the device. Using this interactive element our door concierges would be able to validate ticket authenticity within seconds. Love small design details that solve a problem in a subtle way.

First-on-Floor

Digital Queuing

The first on floor perk was offered for most shows with a GA floor section. It allowed GA concert-goers to enter the floor area up to 10 minutes before standard ticketholders, essentially allowing them to claim their spot adjacent to the stage, affectionately referred to as 'barricade'. To organize ticketholders in queues prior to early entrance our product manager developed a system to accomodate this which was similar to a pre-flight boarding check-in. First on floor ticketholders would be able to secure their line number in the app at a preselected date and time before the show. On site LaneOne Ambassadors would herd the crowds into designated areras and sequence them by check-in number.

So many activities

Show Itinerary

As our benefits began to grow with the addtional of destination events, the need to highlight the CTAs for the benefits became more critical. We had effectively tacked placed buttons on the lower portion of the ticket that users would need to scroll to interact with. My hope was to create better awareness by adding the most time pertinent interaction above the fold, front and center when you open the ticket. Below the fold there would be the itinerary, an ordered sequential list of links that users could reference to learn about and interact with any given benefit leading up to and through the event.