Szuchi, Ashlee Wang

My Role

Worked as the lead designer responsible for end to end experience that includes UX and UI. 

Background

1. Lack of design thinking process
   The original site was build by a engineer as a side project. At that time, there was no designer involved with the overall experience that led to some usability issues.

2. Legacy code caused performance issue
   Due to the legacy data structure was not meant to be consumed by mobile web, it caused some performance issues that slows down the site.

3. No tablet optimized experience
   From the tracking data we realized there were huge number of users browsing the site from their tablets. Also, we’ve been receiving lots of feedback regrading to create a tablet optimized site.

Goals

Re-designed end to end experience for live events and ticket listings discovery that enable users making cost-efficient decisions and increase mobile web conversions.

Challenges

• New design approach
  We decided to adopt Responsive Web Design approach to create a new site from scratch in order to extend the site experience from mobile to tablet. It was a completely new approach that I spent quite a time doing research from books and online articles. Also, learned from the mistake.

• Limited resource
  Compared to other teams within this big corporate, mobile web team was much smaller that only had 1 PM, 1.5 front end engineers (a half one was local but another one was in China), 2 QAs (located in China) and myself as UI/UX designer. We clearly defined what's MVP, operated as a startup and collaborated closely with each other.

• No image licenses
  Due to certain reasons, StubHub didn’t have image licenses for any types of live events at that time. It added more challenges of creating engaging and exciting experience to motivate purchase behaviors.

• Heavily relied on SEO
  Most of StubHub visitors came to the site via search engine. In order to continue supporting it, we needed to find a better way to serve the nested browse structure. Promoted events based on user’s location and seasonal events.

Approaches

At that time, the team was small with one PM, one on-site and one off-site engineers, so I was able to work with team in a nibble and lean environment constantly tested and learned. We spent one year on designing MVP and continued evolving the product experience while we learned from the user. The overall mWeb experience can be divided into following two aspects:

• Navigation and homepage
  Focus on helping user discovering different events through browse, in-app search or recommendations.

• Event and ticket detail
  Focus on helping user finding the most valuable tickets among multiple listings within same events.

NAVIGATION EXPLORATIONS

Conducted a navigation testing to understand if participants were able to find Arizona Diamondbacks event through proposed navigation options, and learned about their browsing behavior and preference.

We invited 6 participants and used InVision to conduct testings, from those sessions we learned that our users preferred side navigation over top menu because:

• It’s easier to navigate through without losing context where they are

• It’s easier to access.

CROSS-PLATFORM EXPERIENCE

Product Evolution

Event Discovery: Homepage Recommendation

Best Value: Interactive Seat Map

Final Deliverables

Outcomes

Increased 30-40% conversion after launch.

Owned 40% of entire stubHub traffic.