Metallica ‘WorldWired’ Tour: Album Redemption Campaign

Employing iterative prototyping and monitoring real-time user behavior to design and optimize an interface built for high-traffic album redemption

Challenge

Metallica’s management required a redemption platform where each concert ticket entitled the fan to one album, physical or digital. Fans also needed the ability to send album choices to friends, and some ticket-buyers could redeem multiple albums. The system had to allow opt-out of unused redemptions while dynamically adapting UI and copy based on user selection.

My Approach

First, I defined the user flow and information architecture for multi-redeem, gifting, and opt-out options. I developed high-fidelity clickable prototypes, then crafted the UI skin in collaboration with the designer to match Metallica’s branding and tour aesthetic.

We conducted three rounds of user testing (including live session monitoring) to validate the experience before launch, and then implemented real-time visitor monitoring at launch, using mouse-tracking and support-ticket analysis to identify issues and reduce customer service load.

Key Skills & Technologies

  • UX Strategy

  • User Research

  • Prototyping

  • User Testing

  • Screen Recording


Result

The final system delivered a streamlined redemption experience that scaled globally across the tour. Post-launch monitoring revealed significantly lower support volumes. The album "Hardwired... To Self-Destruct" achieved platinum status — one of the largest album-ticket bundle campaigns of its time, amplifying artist reach and revenue.

In the Press: Blabbermouth | Loudwire

Lessons Learned

Early prototype fidelity combined with branding skin before launch accelerates stakeholder alignment. Real-time analytics during high-volume campaigns allows for rapid UX iteration and reduces cost of customer support. A scalable redemption engine can become a reusable model for future tour-to-album campaigns.



All Projects