Case Study
Showcase
Designing the enterprise routing platform powering 500M+ in live entertainment operations.
2023 — 2024
United Talent Agency
Lead Product Designer
6 Weeks (MVP)
4 Global Offices
1,500 pitches 3 months
PROJECT OVERVIEW
Context
UTA Touring is the agency’s enterprise routing and contracting platform used across Music and Comedy to coordinate artists, venues, contracts, and touring logistics.
My contribution
I led product design from discovery through MVP, partnering closely with product, engineering, and leadership.
The platform centralized live event routing and contracting across four global offices, supporting agents, assistants, promoters, coordinators, & artist managers responsible for managing over $500M in annual touring operations. which was about 10,000 live performance deals each year.
RESPONSIBILITIES
Key Highlights
• Led product design from discovery through launch
• Defined information architecture
• Designed core routing workflows
• Built interactive prototypes & design system
• Facilitated stakeholder alignment
• Partnered daily with engineering & PM’s
• Supported QA & implementation
• Simplify complex enterprise workflows
THE CHALLENGE
01 PROBLEM
• Two previous rebuilds failed
• Growing technical debt ($2M inherited)
• Disconnected workflows
• Two previous rebuilds failed
• Multiple departments working differently
03 CONSTRAINTS
• Ship MVP in 6 weeks
• Cannot disrupt active touring
• Multiple stakeholders & workflows
• Legacy data & processes translating offline data
04 GOAL
• One unified routing platform
• Modernize & simplify workflows
• Improve speed & visibility
• Create foundation for future expansion
02 BUSINESS IMPACT
The platform supports more than 400 daily internal users across four global offices and played a central role in managing over $500M in annual touring operations.
OVERVIEW
STAKEHOLDERS
DESIGN PROCESS
RESEARCH
Understanding pain points & mapping workflows accurately.
STAKEHOLDER REVIEWS
Aligned cross-functional teams & design from concept to launch.
ENGINEERING HANDOFF
Worked closely with engineers to ensure implementation + QA.
INTERACTION DESIGN
Created intuitive workflows & interfaces that solve pain points.
PROTOTYPING
High fidelity prototypes.
INFORMATION ARCHITECTURE
From fragmented workflows to a unified system.
BEFORE
Disconnected tools & data made routing slow & error prone.
AFTER
A unified structured approach that brings clarity, speed, & consistency across the agency.
CORE WORKFLOWS
Visualize & optimized routing across multiple tours, markets, & venues in one unified grid.
02 ADD SHOW
01 ROUTING GRID
Create shows with smart defaults, routing requirements, and detailed scheduling efficiently.
03 ALTERNATE ROUTING
Build alternate routes instantly to evaluate different market options & avoid conflicts.
04 DEAL FLOW
Track deals from offer to final settlement with full visibility & data accuracy to create a unified system.
DESIGN SYSTEM
Implemented Shadcn & built custom components for scalability.
BUTTONS
TAGS
INPUTS
COMPONENTS
TABLE
TYPOGRAPHY
RESULTS
Real impact across the business
400+
Daily Users
REFLECTION
4——
Global Offices
10,000+
Performance Deals
$500M
Revenue Supported
TAKEAWAYS
• Alignment drives outcomes
• Simplicity wins
• Iterate & approve
Designing Touring reinforced that enterprise products aren’t difficult because of the interface, they’re difficult because of the hidden pain points, mixed workflows, and business constraints behind them. The most valuable work was creating alignment across teams so the product could continue to scale long after launch & serve real impact.
Reflection
Designing Touring reinforced that enterprise products aren’t difficult because of the interface, they’re difficult because of the unknown problems, workflows, and business constraints behind them. The most valuable work was creating alignment across teams so the product could continue to scale long after launch & serve real impact.