Sacramento Kings | Ticketing

The Sacramento Kings came to us looking for a custom single-game ticketing page that could stand alongside the best in the NBA. As the sole designer on the project, I was responsible for translating a complex set of client requirements into a clean, intuitive experience that worked across both row and calendar views, desktop and mobile, and a wide range of game types and promotional scenarios.

Designing a high-volume ticketing page meant making a large amount of information feel manageable, without sacrificing the details fans actually need to make a decision.

• Information hierarchy — determining what users need to see at first glance versus what could live behind a modal required careful thinking about progressive disclosure across a dense, data-heavy page
• Responsive design constraints — hero image sizing, tile layouts, and content prioritization all had to translate cleanly from desktop to mobile without creating excessive scrolling or load time issues
• Accessibility within brand — the Kings' existing design system included contrast choices that did not meet WCAG standards, requiring us to advocate for accessible solutions while staying true to their brand
• Evolving requirements — working with a high-profile client meant new requirements naturally surfaced as design iterations came to life, making flexibility and clear design rationale essential throughout

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My process began with mapping out the full scope of content the page needed to support, from filtering by hot games, promotions, and opponent, to displaying ticket price ranges, sponsor logos, and event-specific banners. With no user research in scope, design decisions were grounded in best practices and validated through close collaboration with the client across multiple rounds of iteration.

The page was built around two views: a row view for quick scanning and a calendar view for fans who think in terms of dates. Each required its own approach to information density. In the calendar view, I consolidated prices to the lower range and reserved further details for the modal, reducing cognitive overload in a tight tile space. The modal itself was redesigned with a dedicated Game Details section, giving users a clear place to land when skimming for specifics.

Throughout iteration, I maintained a design defense to document the rationale behind key decisions, which became a valuable tool for stakeholder alignment when client requests pushed against best practice. When the client asked for alignment and sizing changes that would have introduced visual inconsistency or hurt readability, I was able to use documented reasoning to guide the conversation toward solutions that worked for both sides.

• Progressive disclosure — structuring the experience so users encounter the right level of detail at each step, from the listing page to the modal, reduced complexity without hiding information users needed
• Responsive content strategy — adapting layouts, font sizes, and image handling across breakpoints ensured fans had a consistent, usable experience regardless of device
• Accessibility advocacy — flagging WCAG contrast failures on the CTA and proposing compliant alternatives demonstrated that brand consistency and accessibility do not have to be in conflict
• Design rationale as a client tool — documenting decisions and their reasoning created a foundation for productive iteration, making it easier to incorporate new requirements without losing design integrity

The Kings approved the design quickly and moved to implementation, the completed page has been live. The engagement's success led directly to a follow-up request for the schedule page, which I designed using the same template and system. For my first large client at the agency, it was a strong signal that the work landed well.

• Progressive disclosure in practice — mapping information hierarchy across a complex, data-heavy page sharpened my instinct for what users need at first glance versus what can live one step deeper in the flow
• Responsive design as a content problem — translating the same information across row view, calendar view, desktop, and mobile pushed me to think about layout and hierarchy as tools for clarity, not just aesthetics
• Designing within brand constraints — advocating for accessible, best-practice solutions inside an existing design system taught me how to make a case for UX improvements without stepping outside a client's established identity
• Client collaboration as a design input — learning to incorporate evolving requirements mid-iteration while holding firm on decisions grounded in best practice was one of the most valuable skills this project built