Using OmniGraffle I created a first draft which better structured the key information of seat location, ticket type, ticket number, and customer name so that it was easy to find.
I also added additional copies of the barcode, avoiding common fold lines, placing them so that if 50% of the ticket (top, bottom, left, or right) was misprinted or missing, there would still be a copy of the barcode on the ticket. These additional copies also meant that if one of them was being accidentally covered by an attendee, there would be another barcode that could be scanned.
Also included were a map and five informational boxes. Feedback from the team indicated that the map should be removed to make room for more client added content and only the info of two of the boxes were needed.
In testing sample content with the ticket I found that there wasn’t enough room for some longer seating location names as well as not enough room for some ticket option and ticket type names.
In the final draft I moved the barcodes further away from the fold lines, switched the seating info to vertically stack to give more room for text, and removed the map and non-essential info boxes to make more room for custom content.
I provided specifications for the heights of each section of the ticket as well as graphical assets to the developer.