Miami, Florida, USA
2023
E-commerce
12 Weeks / May 2024
I worked closely with stakeholders to define the vision, develop the user experience, and design a platform that blends creativity with business goals.
César Avila - Product Designer
Ornella Avila - Graphic Designer
To really understand Surreal’s audience, I interviewed four local artists, two event organizers, and ran a short-form survey through Instagram. One common thread? People were tired of clunky platforms that didn’t reflect their vibe. That insight directly shaped our decision to prioritize fluid visual storytelling over traditional list views.
Our audience seeks exclusive experiences in art, music, and fashion.
Unifying art, music, and fashion into a seamless platform that connects creativity with commerce—while simplifying ticketing and e-commerce flows.
Working alongside Ornella from Redo was one of the most inspiring parts of this project. We went back and forth on typography, style and vibe for weeks. I was pushing for something more expressive, while she advocated for minimalist balance. Eventually, we landed on a type system that flexed depending on the content, keeping both energy and elegance intact.
The high-contrast palette of black, off-white, magenta and neon green was chosen to create an edgy, elegant, and professional vibe.
We selected clean, bold fonts to ensure readability while maintaining a high-end look that complements Surreal’s aesthetic.
One of the biggest challenges was getting the ticketing flow to feel intuitive without making it feel transactional. I spent hours breaking down flows from platforms like Ticketmaster, Eventbrite and Resident Advisor to see what worked and what didn’t. After testing three ticket purchase prototypes with our users, we simplified the process to just two screens and conversion rates improved immediately in testing.
Since most users would access Surreal from their phones, we prioritized mobile-first design to ensure intuitive navigation and smooth interactions across devices.
We streamlined the ticketing process, allowing users to quickly purchase tickets or bundles of tickets and merchandise in just a few clicks.
While mobile was a priority, the desktop experience needed to feel equally bold, with more room for visuals, interactive elements, and immersive storytelling.
Surreal isn’t just a platform, it’s Miami’s go-to hub for creativity, community, and commerce.
Since most users would access Surreal from their phones, we prioritized mobile-first design to ensure intuitive navigation and smooth interactions across devices.
30%
Boost in event RSVPs, driving organic engagement and growth.
10%
Reduction in costs through simplified ticketing flows, decreasing reliance on third-party platforms.
“Watching Surreal come to life was unreal. We started with an idea, and what we ended up with was a brand that moves, feels, and lives like the culture it represents.”
Daniel Lopez
CEO, Founder | Surreal
Surreal was one of those rare journeys where trust, creativity, and collaboration just clicked. We started with nothing but a raw idea, and I got to help shape it into something real. It challenged me in the best ways, not just as a product designer, but as a strategist, entrepreneur, and artist. Figuring out things like the ticketing flow pushed us to get creative, and seeing it all come together was seriously rewarding. Surreal is a celebration of art, music, and fashion, and I’m so proud to have built something that feels honest and connects with real people.
