Case Study
Touring
Designing the enterprise routing platform powering 500M+ in live entertainment operations.
2024 — 2025
United Talent Agency
Lead Product Designer
6 Weeks (MVP)
4 Global Offices
$500M+ Annual Routing
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. I helped simplify complex enterprise workflows into a scalable platform meant for everyday use suitable for all users.
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
THE CHALLENGE
05 Users
Create a scalable system that simplified complex workflows for agents, assistants, coordinators, promoters, and artist managers.
PROBLEM
• Two previous rebuilds failed
• Growing technical debt
• Disconnected workflows
• Two previous rebuilds failed
• Multiple departments working differently
CONSTRAINTS
• Ship MVP in 6 weeks
• Cannot disrupt active touring
• Multiple stakeholders
• Legacy data & processes
GOAL
• One unified routing platform
• Modernize & simplify workflows
• Improve speed & visibility
• Create foundation for future expansion
02 The Problem
Two previous rebuild efforts had failed, leaving significant technical debt, and low confidence in the platform across internal teams.
03 Business Impact
The platform supported more than 400 daily users across four global offices and played a central role in managing over $500M in annual touring operations.
04 The Goal
The objective was to redesign the platform, align cross-functional stakeholders, and deliver a production-ready MVP in under six weeks.
The Process
Research
Partnered with PM’s, leadership, agents, assistants, & coordinators to understand pain points & map workflows accurately.
Strategic
Alignment
Aligned cross-functional teams & drove decisions from concept to launch.
Information Architecture
Designed & collaborated to get the right data models in place, user flows, & system architecture.
Bilateral Collaboration
Worked closely with engineers to ensure a fast, scalable implementation, even QA.
Interaction Design
Created intuitive workflows & interfaces that simplify complex tasks.