Over 1.5 months, I led a ground-up redesign of Avenue Ticketing's consumer app at avenueticket.com, where people discover and book tickets for concerts, nightlife, comedy, sports, and local experiences.

Working closely with our designer Alex and the rest of the team, we rebuilt the product with one focus: remove every bit of friction between finding an event and buying a ticket. Every decision, UI and technical, was made with conversion in mind.

What we shipped

- Anonymous checkout. No more forcing users to sign up before buying. Guests can browse and check out in one flow.

- One-click checkout with Apple Pay and Google Pay. Powered by Stripe, with user details captured via a Stripe webhook, so checkout takes one tap.

- Saved payment methods and billing addresses. Returning users check out fast, with no retyping card details.

- Our own design system. We moved off default Tailwind components and built every button, input, card, and modal from scratch, giving Avenue its own identity.

- Light and dark mode, fully supported across every screen.

- All-new UI across discovery, event pages, checkout, and account screens.

- A component library, soon to be published, so the design system can be reused across our other products.

The tech behind it

- Built on TanStack Start, giving us full, low-level control over routing, data loading, and rendering.

- SSR for fast, SEO-friendly pages like discovery and event pages.

- CSR for logged-in areas like checkout and account, where SEO does not matter.

- CDN-backed image delivery, plus a CDN for static JS.

- Server-side caching on frequent API calls, without giving up SSR or SEO.

- Viewport-aware lazy loading, tuned separately for mobile and desktop, not just scroll-triggered.

- Refined state management to cut re-renders and keep things snappy.

Since launch

We pushed this live about two weeks before this write-up. Since then, we have focused on stability: fixing bugs and tightening things up. Part of that involved resolving issues with our existing tracking setup (Meta, Google, and other pixels), which had been in place from before this redesign.

What's next

My focus is shifting to a full revamp of our mobile app. We are moving to a monorepo, with web and mobile sharing business logic, so one code change can ship to both platforms. We are still shaping the monorepo structure, and would genuinely welcome feedback from anyone who has tackled this before.