Generate Prices
Company:
Ticketmaster
Release
Q2 2025
Team:
14 people
TM1 Pricing, Ticketmaster’s enterprise pricing tool, prices thousands of events every year. Dynamically pricing an event is an extremely manual process and pricers are often monitoring multiple events at a time.
Generate Prices is a feature that is part of a larger initiative to automate pricer tasks. The goal of automation is to optimize user workflow, increase pricing efficiency, improve market responsiveness and enhance revenue opportunities.
UNDERSTANDING THE PRICER JOURNEY -
I conducted 6 interviews with pricers - 4 music pricers and 2 sports pricers - to get a deep understanding of their pricing processes and varying needs. I created a pain points and gain points user journey to identified opportunities where rules & automation could improve their workflows and allow them to make better pricing decisions.
A FOCUS ON PRICING SET UP -
Throughout the interviews, pricers emphasized the pain points at the event set up. As we move towards a more automated future, we chose to zoom into this phase first to see how we can improve efficiencies.
If there was some intelligence that could just scale that for us at least in the initial, that would be extremely helpful.
We try to be as accurate as possible in our starting positions, but there's always an element of luck of the draw.
The major pain point I have is, is the time that it takes to set up the platinum allocation for these tours.
PROOF OF CONCEPT -
Before investing resources into building the solution in the UI, EZ Pricer was created through slackbot to validate the effectiveness and power of automation at the pricing set up. A pricer inputs an event, a min and max price and a rounding value into the slackbot. A few minutes later, EZ Pricer returns a complete pricing recommendation that the pricer can review and apply with one click.
EVALUATING THE CURRENT STATE -
Before jumping into design I did a heuristic evaluation of TM1 Pricing and a placement analysis of other areas in TM1 that had seat maps to determine where this game changing feature would live amongst a complex tool.
IDEATION -
Next, I started exploring the placement, terminology and current output of EZ Pricer. I went through multiple rounds of feedback with stakeholders, product marketing and design leadership on options.
FINAL DESIGNS -
After working with product and engineering, generate prices was deployed in Q2 2025.
THE FUTURE OF AUTOMATION -
Generate prices was the first step towards an automated future and was highly successful. Next, the focus is the on sale-trough phase in the event lifecycle. Pricers are juggling multiple events at a time and need guidance to know which events need immediate attention. After an on sale, pricers spend much of their day jumping between tools to determine which events need price changes or inventory adjustments. Alerts have been one of the most requested features from pricers to help pinpoint where they should be looking and when.
I facilitated a workshop with product, engineering and design stakeholders to brainstorm rules and alerts. We brainstormed using how might wes and did light sketching and sharing.
A proof of concept via airtable is being developed to test the which rule and alert provides the most value to pricers - more to come!
