Walmart AMP
A ticketing platform redesign built around a real-time seat map, so fans pick actual seats instead of guessing at general admission.
Nick Zazal
General Manager, Walmart AMP
Walmart AMP is the ticketing platform for the Arkansas Music Pavilion. I led UX research and UI design on the full redesign, from the seat map down to how their team runs a show night.
The old system only handled general admission, so there was no way to pick a specific seat online, and the AMP team was tracking who sat where by hand on paper during the show. That's a lot of room for mistakes on a busy night. I rebuilt the platform around a seat map tied directly to their Tessitura data, so customers can choose their actual seat when they book, and the team can see and manage those sales from their phones instead of a clipboard.
Challenge
Fans had no seat clarity, hidden fees broke trust, and the platform itself felt clunky and unsupported. Behind the scenes, the AMP team was still tracking every seat hold by hand on paper.
Interviews and an empathy map surfaced four recurring pain points:
Lack of seat clarity and control: with only general admission, fans had no idea where they'd be sitting when they bought a ticket.
Hidden fees and broken trust: surprise fees at checkout made buyers feel misled.
Clunky, unreliable experience: slow load times and clunky navigation made the platform feel outdated, especially on mobile.
No visible support or reassurance: when something went wrong, users had nowhere to turn.
Behind the scenes, the AMP team was still relying on printed seat reports to coordinate sales, which slowed down decision-making during events.
Solution
The core of this project is an interactive seat map that pulls real-time availability straight from Tessitura, so fans can see and pick their actual seat instead of guessing at general admission. I built that alongside a redesigned checkout and account experience, plus a mobile admin dashboard so the AMP team could finally ditch the printed seat reports.
This was the final result of months of collaboration, research, and iteration, packaged into a clean, responsive interface built to work across mobile, tablet, and desktop.
Seat Map: Built directly from venue blueprints and tied into Tessitura data, this interactive view let users explore available seats with full pricing transparency, filter by price range, see real-time availability, and buy with confidence.
Seat Selection: Supports two ways to pick a seat, either using the visual map directly or the "Sort by Price" and "Best Available" dropdowns for speed and accessibility.
Account Dashboard: A redesigned account experience for managing tickets, purchase history, and account settings.
Mobile Admin Tool: A mobile-friendly admin dashboard for AMP staff that replaces printed seat reports with live seat data by section and row, built to work seamlessly on tablets during events.
After launch, I also refined the user flow based on guest and staff feedback, and made accessibility improvements (color contrast, keyboard navigation, semantic structure) to meet WCAG standards.
Result
Annual attendance grew from 191,302 to over 275,000 (+83,698), and revenue increased by more than 40% to surpass $1M for the first time in the venue's history.
The redesign transformed both the customer experience and the venue's business performance. Annual attendance grew by more than 80,000, climbing from 191,302 to 275,000. Revenue increased by over 40%, surpassing $1M for the first time. The new real-time seat hold reporting dashboard eliminated $60–80K in annual lost revenue and strengthened partner relationships. Introducing secure ticket transfer and resale options created a new income stream, while the interactive seat map improved transparency, reduced chargebacks, and built buyer confidence. Fast load times and a consistent cross-device experience kept the platform reliable under heavy event traffic.
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