UX/UI
Revamping StubHub’s Discovery Experience
Enhance engagement of the Explore tab, positioning StubHub as the trusted source for discovering events to drive increased conversion, interactions, and GMS.
ROLE
EMPLOYER
Product Designer
PLATFORM
Stubhub
AREAS
Mobile (iOS/Android)
UI/UX
Background
StubHub's current user experience primarily revolves around searches. Many users visit the site after specific tickets have sold out, seeking alternatives. However, this approach offers only a narrow view of users' live event experiences. StubHub aims to evolve into a trusted partner that helps users discover events they can attend. With over 10 million events across 40 countries, the focus is on creating a user-friendly exploration of options that doesn't overwhelm the user.
Stubhub users are eventgoers
Stubhub users adored various events and were eager to splurge on the ones that captivated their interest.
Around 65% of StubHub's users visit the platform to purchase tickets for sporting events.
In 2018, there was a significant rise in concert attendance attributed to impactful marketing campaigns and rebranding initiatives.
Opportunities
“As a user, the explore tab is not inspiring enough. I expect to see events that are more interesting and relevant to me.”
Lack of suggestions - without thematic grouping of content, users tend to find minimal value in this page
Layout issue - Users can find it challenging to discover the right events, as the options range from oversimplified to overwhelming.
Scope - Visual Refresh
The project scope involved redesigning the Explore tab while retaining all existing categories. The challenge now lies in visual design. How can we present the catalogue in a way that helps users discover events effectively?
Deciding the layout
I began by conducting a competitive landscape analysis of apps known for their exceptional browsing experiences.
Layout concept
Identifying key elements
When users browse for an event, they typically seek information on the event's time and date, its location, and the event name. These key details help them make informed decisions about which events to attend.
Artist/Team Modules
Event Modules
Final layout
Iterations
After gathering insights from the initial launch and user research report, we identified areas for improvement and decided to enhance existing features while introducing new modules to address user needs more effectively.
User research
Asking users to customize the layout according to their preferences or requirements.
Ideal Solution
MVP
The optimal solution expanded the scope significantly, but resource constraints prevented us from developing new modules. Nevertheless, our initial iteration provided valuable insights. We discovered that users were not engaging with modules placed above the fold, such as sports or nearby venues.
According to user research, modules like Trending and Nearby Venues garnered the most interest. Quantitative data showed that the Recently Viewed module received the highest interaction rates. As a result, we decided to prioritize these popular modules by placing them above the fold in the redesigned layout.
