How We Designed Row One Asia Website UI
The ticketing solution for your ticketing business.
Row One is founded by Remus Er. You might have heard of him before. At one point, Remus was making waves in Singapore’s sneaker resale scene with his business called “Hypemaster,” building a reputation in the high-stakes world of limited-edition kicks…But his ambitions didn’t stop there.
Inspired by his experience sitting in Row One at Taylor Swift’s concert in Singapore, Remus saw the perfect name for his new venture. He called it Row One…I LOVE IT.
Row One empowers artists and fuels fan passion in Asia. They’re a team of music veterans, architects of unforgettable live music experiences. They leverage data to connect artists with hidden fan bases and maximize tour success. Together, they’re orchestrating an Asian music revolution, where every concert ignites a spark and every fan becomes part of the story.
If you did not know, Row One Asia brought Madison Beer to Singapore in August 2024, marking the start of something bigger.
Remus first booked a call with me. He needed a 15-page website design that not only showcased their expertise but also embodied the energy and passion behind the brand. We decided to take on the project.
Design Process
We began where every great brand story should — with strategy. But here’s the thing: strategy isn’t one-size-fits-all. Each brand has its own unique voice, goals, and challenges, especially in the fast-moving world of SaaS. In our blog on The Ultimate SaaS Startup Branding Guide, we talked about the 3 main phases to develop a strategic foundation: Brand Discovery, Brand Creation, and Brand Definition.
But because we’re uniqueeee in the ways we do things at Designlabb, we’ve merged these phases into one overarching phase called Research & Discovery. Why? Because of clarity. We wanted to consolidate our information-gathering process upfront to minimize back-and-forth confusion and ensure our clients feel aligned and empowered from the start (it’s been working so far).
Phase 1: Research & Discovery
Before we begin with this phase, we’ll always send a short Google Document to our client for them to fill out so we can understand their business a lot better (I’ll write about this next time).
This document is structured into 4 key steps:
- Step One: Purpose (what’s the purpose of the project?)
- Step Two: Target Audience (demographics and psychographics of ideal avatar)
- Step Three: Discover & Direct (who are your top 3 competitors and what do these competitors do well?)
- Step Four: Crafting Your Brand (what words would you choose to describe your desired brand feeling and look?)
Step One: We collected information like the business background, the unique story behind the business name, their purpose, brand values, and brand vision and mission.
For Row One, their purpose was clear: to eliminate scams for ticket buyers and provide near-instant liquidity for event organisers, which most competitors don’t provide. Their mission is bold — they aim to bring international artists to Asia who are often overlooked by major concert promoters, tapping into niche genres and audiences others wouldn’t bet on.
Step Two: Here, we look at both demographic and psychographic profiles to define the ideal customer. Row One targets two main audiences:
- Event Organisers who need a seamless, secure ticketing system
- Event Goers looking for unique, trustworthy ticket experiences
To humanize these audiences, we create detailed customer avatars. This helps us visualize exactly who we’re designing for. For Row One, we developed one avatar for event organisers, and two for different types of event goers.
(Having these avatars in mind really helps to get the creative juices flowing. We’ll put ourselves in the shoes of the avatar and think from their perspective. What would a ticketing solution business want to see on the website? What would help them solve their problem? What would make them buy from us?)
Step Three: This step is a liiiiiittle confidential, so we’ll keep it between us and Row One. But yes, our competitive analysis focused on understanding what the current players in the market are getting right — and where they fall short.
What Row One wants to do differently compared to their competitors is a combination of three things: 1) low fees; 2) hyper-local payment acceptance; and 3) full features of what event organisers need, built by event organisers. We made sure these are woven into the website design to reflect their strategic edge.
Step Four: While much of this work was initiated by a previous designer, our job at Designlabb was to bring these brand values to life.
Row One is positioned as dynamic, bold, reliable, imaginative, and stable. Their goal? To empower event organisers with secure, data-driven ticketing tools — and to produce world-class events that redefine live experiences across Asia.
This foundational phase sets the tone for everything that follows. So far, we’ve aligned the purpose, audience, competition, and brand character — helping to strengthen the brand identity, as well as to build clarity, confidence, and direction for the entire project.
Moodboard
We can’t just pull off a design in our minds so we have to gather inspiration and best practices done by other similar competitors in the industry. That’s what we gathered from steps Three and Four.
Moodboard 01
The first moodboard for Row One is designed a little more intentional to showcase a professional, energetic, and sophisticated ticketing platform solution. We wanted to focus on creating a strong visual impact while ensuring usability and clarity for visitors. Here’s how it looks:
Here are some key features of Moodboard 01:
- Prominent header placement: “Ticketing Simplified, Experience Elevated” is prominently placed in the main fold with clear visuals to tell visitors that this is a ticketing platform solution for ticketing businesses.
- Typography: A modern sans-serif font — rounded and geometric — strikes a balance between bold headings and lighter body text, creating a clear visual hierarchy.
- Color palette: There is the use of bold and high contrast colours to give off a reliable, professional, and bold look and feel. The color scheme ensures the design feels modern yet approachable.
- Layout: A dynamic, clean, and minimalistic grid-based structure with streamlined sections that enhance user navigation and reduce clutter.
- Overall look and feel: The design exudes confidence and energy — sophisticated enough to attract businesses, yet vibrant enough to stand out in a competitive market.
Moodboard 02
This other concept places more emphasis on functionality over form, appealing to the practical needs of the platform’s end users — event goers.
Here are some key features of Moodboard 02:
- Value proposition: Clearly articulated purpose and benefits, reinforced with features like a search bar or key highlights.
- Typography: Similar rounded sans-serif fonts were used to maintain dynamism and a sense of stability.
- Color palette: Vibrant colors with accent highlights add energy to the design, making key elements “pop.”
- Layout: A grid-based layout is used to organize content into clear, distinct sections. The mix of grid and list views is ideal for showcasing events in an organized yet visually appealing manner.
- Customer-centric approach (prioritizes event goers): Tools like filters and search enhance usability, making the platform seamless and friendly for event attendees.
“Hmm, I think we should go for Moodboard 01, it’s a no-brainer!”
While both moodboards offered strong directions, we ultimately moved forward with Moodboard 01. As Row One’s primary objective is to sell its ticketing solution to event organisers, the first concept better aligns with their brand positioning — professional, bold, and built for business. Moodboard 01 provided the perfect foundation to translate Row One’s vision into a design that is as functional as it is impactful.
Sitemap
Once we got a clear vision of the site, we quickly drafted a sitemap. Its purpose was to help establish the pages required on Row One’s multi-page site, and guide both us and Remus through the navigation and design of each page.
As shown in the sitemap, the website begins with a landing page (homepage), which then allows visitors to navigate freely between four main pages namely, 1) What We do (Ticketing, Entertainment), 2) Events (Find Events, Create Events), 3) About Us (Our Story, Jobs, Contact), and 4) Log In. Might be confusing but it’ll make sense once it’s built out.
Colors and Typefaces
The color palette was already defined in Row One’s brand guide. However, we decided to introduce another color — #D33C1F (a vibrant orange) — to infuse the website with more energy and visual dynamism.
For the typeface, we chose Manrope. Its geometric design and balanced letterforms made it the perfect fit for a platform like Row One, which is centered around event ticketing. The typeface’s clean and modern aesthetic complements the site’s professional yet approachable tone.
Phase 2: Website Wireframe
After all that is done, we moved on to the fun part — working on the wireframes. To us, wireframes are like architectural blueprints — they need to clearly define the basic structure while remaining flexible enough to adapt and refine the details as needed.
Here’s what the website looked like before we worked on it:
In the early stages, we allowed ourselves the freedom to explore. This phase was all about generating ideas, experimenting with different visual directions, and challenging assumptions. We explored a wide range of styles, layouts, and tones, from bold and modern to minimal and clean, allowing us to see what resonated best with the goals and audience.
Eventually, for the final low-fidelity wireframe, we landed on a structure that included nine distinct sections. Each one was carefully chosen to support the user journey, highlight key content, and provide a cohesive flow throughout the page.
With the core structure in place, we then moved on to refining the drafts and building out the design details.
Final Design Drafts
Big thanks to Remus, he made the process really easy and for approving the first design structure/layout right away. But of course, there are definitely disagreements in design style that we had. This is where we put our strength to good use.
When Remus gave us the feedback that “Secondary font to be kept as same family font of primary, just change the weight of the font,” I’ll admit — it stung my ego a little. But over the years, design has taught me an important principle: visual hierarchy matters.
That said, from a design perspective, using the same font with different weights — especially in a hero header — can look visually off, even if there’s hierarchy present. It tends to lack contrast and feels a bit flat. Typically, it’s more effective to either keep everything in the same style for cohesion, or go with a strong contrast like pairing a serif (e.g. PP Editorial Light Italics) with a sans-serif (e.g. Manrope). This pairing is not only aesthetically more appealing but also widely adopted by most software companies for good reason.
In the end, Remus agreed to go with the original idea (Yes!).
Here are some more drafts, mainly hero designs that didn’t make the final cut.
Yes, the main changes for these drafts are the gradient backgrounds (fyi: we’re building a platform called Gradient — built for web designers who want to create stunning, emotion-driven websites with impactful color gradients that boost engagement and drive conversions). For this specific case, Remus requested for more variety, and landed on one eventually (shown below).
Other than that, the rest of the designs are more or less fixed and approved by Remus.
Words from the Founder of Designlabb 🤝
Side note: this year has been a very interesting year from a process perspective. Ever since I started posting more on TikTok — whether it’s design memes, our works, or glimpses of my lifestyle — we’ve seen a noticeable increase in booked calls.
We’ve been working with local and international brands, helping them bring their ideas to life. It has been an exciting journey thus far. Are you a founder or consultant reading this? Do you already have a project in mind but need the right creative direction? Let’s chat. Drop us an email at alvis@designlabb.studio.
Final Design
After weeks of iterations, the final design was complete.
Desktop
Mobile
The mobile design is almost identical to the desktop one, with a few differences in interactions and animations to enhance the user experience.
Ending notes
The fully functional website has been launched! We’re so excited about it. It’s been a great pleasure working with Remus on Row One. Seeing a local startup push boundaries in the entertainment and ticketing industry is truly inspiring.
That’s it. That was the entire process of how I redesigned Row One’s web UI. Everything was done entirely in Figma. If you’re interested in exploring Row One as your next ticketing partner, feel free to reach out to me or contact Remus directly.
From Remus:
“Will be coding this out and coming back to you sometime in June this year, we will be expanding the suite of solutions offered, and UI for the frontend will be needed…till then, it’s been a pleasure working with you🫡 “
Do you like this project? Want us to bring your brand to life?
Drop us an email at alvis@designlabb.studio. We’re as excited as you are to bring your brand to life and create the impact you envision.
Visit our website. View our latest design projects.
Designer: Alvis Oh
