UI/UX
Improve Stubhub’s seat maps experience
Designing solutions to enhance customer navigation of StubHub's seatmaps and ticket listings on mobile, aiming to improve the discovery of optimal tickets.
ROLE
EMPLOYER
Product Designer
PLATFORM
Stubhub
AREAS
Mobile
UI/UX
Background
The event page, StubHub's highest traffic page generating approximately $15 million in GMS daily, underwent a redesign that initially faltered. I then assumed responsibility for enhancing the user experience.
Understanding the problem space
User research and data revealed three key pain points for our users.
Problem 1
The seating chart is inaccessible
Problem 2
The abundance of information, while valuable, leads to mental overload
Problem 3
Users browsing behavior necessitates three main elements—seat maps, ticket information, and seat images—to make informed decisions.
Hypothesis
Users must clearly see the seat maps, ticket information, and seat images to make informed purchase decisions. How might we create an experience that enables users to better identify the tickets that fit their needs?
First solution:
Making seatmap the main view
Solutions
This variation addresses user feedback emphasizing the importance of seating location. By making the map the primary interactive space, users can easily identify the best locations within their price range.
This solution takes a bolder approach by incorporating new design components and a full-screen seat view.
Demo
Second solution:
Enhancing the signature spilt view
The second solution retained the signature split view of the seat map and ticket listing, with enhancements to address user issues. Notably, it linked seat viewpoints to their locations on the map as users scrolled.
This solution takes a conservative approach, retaining the familiar layout for users.
Demo
Third solution:
MVP
The third solution also retained the signature split view of the seat map and ticket listing. It linked seat locations within the venue zone as users scrolled but removed the seat view.
This approach was chosen based on technical feasibility, scope, and timeline constraints.
