ATG EntertainmentATG Entertainment were launching their first app, ATG Tickets, while updating the web experience to align with it.
Impact
Reduced rework by 70%
Content System-led UX across global business
WCAG compliance achieved
The Challenge
The company were up against multiple ticketing apps and aggregators that were leading the market.
Having identified 4-5 personas, the user experience and design needed to accommodate them all while maintaining brand tone across multiple departments.
My Approach
Implement a Content Design System that ensures consistent, intuitive content across 4 squads and 5 countries to enter as a strong challenger.
Define content rules and patterns in a style guide removing doubt and stray designs.
Work closely with UXR observing and shaping testing scripts and iterations.
Contribute to early discovery and prototypes prioritising discoverability, comprehension and usability.
Aligning new features and screens with the content system, including reviewing placeholder copy.
Demonstrate via live files and collaboration how a strong content strategy brings cohesiveness and efficiency to the product design process.
Design content for all user journeys that meets both the ATG brand and product goals.
Hold workshops with senior stakeholders across departments to build understanding of the content strategy as the product progresses and grows.
The Work
Content Design System
My keywords: Usable, defined, clean
What this means in practice:
Content Design System for the whole business.
Lead with principles, add reasoning and explanation.
Provide in-action examples for templating.
Simple, clear layout and formatting for quick referencing.
Result:
My system became the reference for all new and existing designs across app and web by Product Designers and PMs.
The Tone of Voice chapter was used during early stage conversation design for client-facing AI agent.
Leading localisation content ops, I used it as the foundation for the AI-assisted project for Germany, Austria and Spain.
AI-assisted Workflows & Localisation
My keywords: Repeatable, integrated, human-checked
What this means in practice:
Utilising Claude from the beginning of the localisation project for Austria for specialist competitive analysis and localised language to develop the first draft of the Content Design System for the region.
Working with the German team and native-Austrian speakers, we workshopped the document to catch the nuances in language and UX. The comments and changes were implemented and fed through Claude again, with example designs to present.
Once we were happy, a Project was created with distinct instructions and the localised document attached.
Instructions included: self evaluation and reasoning, tone checks and reinforcement for brand goals, and raising conflicts in a brief and the resolution needed before copy is created to avoid wasted tokens.
The result:
The Designers used this project alongside Tolgee to localise whole journeys and individual strings seamlessly, creating an updated website within 2 months meeting strategic business goals.
Conversation Design
My keywords: engaging, genuinely useful, seamless
What this means in practice:
Ensuring discovery of the feature and what its able to do is upfront and clear on the website and upon opening.
Designing 5 initial conversations from which the AI can begin to learn responses and situations.
Keeping language and tone in line with the brand and website when the agent asks for clarification, hands off and manages graceful recovery.
Using an agency, internal testing was constant alongside user testing on design, expectations and usability.
Content feedback was also continuous as changes were made quickly and the AI learnt fast. This was documented showing: human prompt, agent’s answer, preferred answer and the context for future learning outside of this scenario.
Together, prototypes and conversations were iterated on.
The result:
The company’s first AI concierge.
Original
Full case study including images available on request.
Round 1
Information Architecture
My keywords: Discoverable, clear, enticing
What this means in practice:
Ensuring features and products are placed in a logical format to maximise discoverability.
Leaning on Research to aid design and taxonomy.
Maintain the entire system’s relational qualities as new features are added.
Manage stakeholders during build and validate decisions through user data, competitive analysis and own experience.
Round 1 vs Round 2
Content Hierarchy
My keywords: Clarity, clarity, clarity
What this means in practice:
An organised, logical page to arrive at and decide on.
Order summary accordion placed first as an opportunity to cross check show details.
Header copy empathising with user mindset and priority
All choice opportunities presented simply and upfront.
Open basket follows the same format.
Trade off - items (second image):
Experience items had multiple CRM formatting restrictions and required hospitality branding. I led ongoing discussions to balance Product, UX and Hospitality goals with my iteration proposals.
The result was to use a sharper format I proposed but refinement would take place post-MVP.
Round 2
Onboarding
My keywords: Exciting, anticipatory, easy
What this means in practice:
Snappy, whole sentences - each 2 lines only for same eye movement and scannability.
Messaging hints at the differentiated E2E experience to expect.
Quick ‘exit’ options, if user downloaded the app to access tickets quickly
USP-centered, functionality-focused content.
Screens ordered according to business revenue priorities (ticket sales, pre-orders, DAS).
Additional action- and benefit-led explainers for fuller detail.
Research & Prototypes
My keywords: Experimental, data-led, user-centred
What this means in practice:
Prioritising comprehension, usability and satisfaction when choosing the show dates for the season in a subscription product.
Collaborating with Researcher to shape research scripts alongside prototypes and still screens to validate assumptions.
Working with Designer closely to design early stage prototypes addressing known the pain points or new ones surfaced from testing.
Example: Subscriptions - Choose your show days
In Round 1, we tested a screen that displayed more information in concise sentences, relevant to the scheduling step. Price ranges were included to offer guidance on what to expect, and the weeks were given a H2 header as method to direct choice followed then by date. With a more interactive screen, we believed comparison and decisions would be easier and scheduling choices easier.
User testing showed that while the stepper helped, the information around how choosing a show date works was still unclear and the way pricing was displayed required too much cognitive load to apply and therefore was often overlooked and consequences felt later in the journey. Additionally, insights found the mental model for the majority of users was to lead with days, then timings, and then a judgement would be made on the best week against what was existing in their diaries.
Taking this on board Round 2 saw a revised a far more concise explanation that was more positive in tone. We also broke down the scheduling into an A and a B step in design allowing for price and day come together as a button that would open into the time, and then finally the week.
Round 2 testing saw far better understanding and ease of use versus Round 1.
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