Strategic leadership and impact at ATG
While the project was not fully implemented due to resourcing and prioritisation shifts, my cross-functional team collaboration led to several lasting impacts:
- Stakeholder Alignment – Improved alignment by 10% in 6 months through workshops and playback sessions, bridging communication across design, product, engineering, and business stakeholder teams
- Product Strategy – Introduced meaningful metrics to measure product improvement on the roadmap, advocating for user research across business units
- Design Foundation – Contributed to design-system-ready templates, supporting a scalable framework for future catalogue improvements
Redefining ATG’s catalogue experience
ATG’s product division spans Catalogue, Checkout, and Account/Membership teams. Building on the initial work of a Lead UX Designer, I joined the Catalogue team to tackle key challenges:
- Poor show discovery due to rigid navigation and ineffective search/ filtering
- Hidden venue information, particularly accessibility details
- Maintaining SEO while planning for inventory expansion
The challenge: how could we make ATG’s catalogue more intuitive, engaging, and easier to navigate while balancing business and technical feasibility?

Research insights
Through mixed-methods research including stakeholder workshops, user surveys and interviews, competitor analysis, data & analytics review (including HotJar surveys) and prototype testing, we uncovered:
- Users wanted to browse by genre, location and calendar view
- Search and filtering tools caused frustration and drop-offs
- Venue information was difficult to locate
- Show categories lacked clear distinction

Design solutions
Drawing from the insights from the Discovery research covering stakeholder and user interviews, competitive and heuristic analysis, archetypes, customer journey mapping, and existing data review, we developed scalable solutions employing ATG’s infant stage Design System:
- Enhanced search with genre, location and date filters
- Genre-specific landing pages (e.g. Musicals, Plays, Comedy)
- Proposed Venue Hub Page for following venues and checking performances
- To maintain SEO-optimised structure




Overcoming challenges
While working on this project, I navigated several key challenges:
- Balancing stakeholder needs with technical feasibility and roadmap priority shifts
- Coordinating requirements across SEO, sales and accessibility teams
- Rapidly upskilling in Figma with an infant stage Design System while meeting project deadlines

Foundations for future catalogue improvements
Though not implemented due to business priority shifts, this work established a framework for future improvements and strengthened UX’s strategic role.
Project team
- Product Manager
- Software Engineers (Technical lead, and team of developers)
- QA
- UX Researcher & Product Designer – June Lim and another team member
- Business stakeholders from various divisions (e.g. SEO, Ticket sales, Access etc)
- Product Insights Manager
What my colleagues say
“June consistently impressed me with her creativity and dedication. She excels in user experience design, showing a keen ability to understand user needs and ensuring that each project not only looks great but also provides a seamless user experience. Her hard work and attention to detail are evident in every project she undertakes. June’s collaborative spirit and positive attitude make her a true asset to any team.”
Front-end Developer at ATG
“Thank you for all the work you’ve done on Catalogue V2. I really appreciate the time you’ve given me to provide input from a SEO perspective.
I’ll also say that I’ve learnt a lot about UX and Product Design, which will hopefully help me better perform in my role. “
SEO Manager at ATG