Redesigning How Events Are Built and Bought at Eventbrite
How I led the design strategy, orchestration, and delivery of Timed Entry, one of the largest and most complex launches in Eventbrite’s history.
My Role
I directed the end-to-end design effort, aligning a distributed team of 10 designers across Spain, India, and the U.S., while partnering closely with Product and Engineering leadership.
My responsibility extended beyond execution — I was accountable for orchestrating the design strategy, maintaining quality across interconnected experiences, and ensuring the feature’s success at scale.
The Team
10 Product Designers
10 Product Managers
40 Engineers
2 Data Analytics
2 Product / Eng Directors
Time
18 months
What initially appeared as a simple enhancement (“events with time slots”) quickly revealed deep systemic implications. The platform’s core creation model, built over a decade earlier, was never designed for multi-instance logic. Delivering Timed Entry required rethinking nearly every surface of Eventbrite’s ecosystem: event creation, inventory, ticket management, analytics, payments, marketing, and beyond.