there was about ~80% drop-off rate on the current mobile checkout experience once the user has arrived on the login page compared to 62% on the desktop checkout.

My Role

Lead designer responsible for UX design, wireframe, flow chart. 

Background

StubHub native app used to have mobile web version of checkout experience embedded within app. Due to the unstable environment issue and not native-optimized checkout experience, StubHub were facing a huge drop-off rate from ticket details to checkout.

Goals

  • Created a native checkout flow for StubHub iOS and Android apps that enables users to purchase tickets with seamless experience.

  • Fallout from the “Sign in” screen may remain the same, but expected to see conversion change on the “Review” and “Submit” screens.

 

Challenges

  • Technical challenges
    • Designed iOS and Android platform concurrent. Need to adopt different design patterns and best practices based on the platform.
       
  • Team Challenges

    • Worked with newly formed mobile app team with 5 iOS and 4 Android engineers. Required heavily knowledge transfer.

    • Product development were divided by platforms. Needed to constantly align with 2 PMs and eng teams for same requirements.

Research Findings

  • Long checkout process
    Needed to go though multiple pages for completing checkout. Increased higher drop-off rate by having multiple pages.

  • Confused information hierarchy
    Hard to scan through information and make sure the required forms are filled. Common error was buying tickets for wrong event dates

  • Stability of server
    The original checkout flow was web embedded. Server stability issue caused time out and prevented user from completing checkout.

Flow Chart

 

Wireframe for all cases

larger view

 

Design Approaches

  • Restructured page hierarchy
    • Single review page enable users quickly scan through information
    • Call out important information by using typography and other design elements
  • Reduced human errors
    • Revisited existing user-input forms and removed unnecessary ones
    • Pre-populated known information from user account
  • Leveraged mobile technology
    • Added credit card information by scanning the card
    • Direct import contact information from phone address book

 

Outcome

Increased 20% of conversion rate after 1st month of release.