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STUBHUB

Extending Discovery

Extending Discovery

The ability for users to discover events is crucial to StubHub's success. However, the ability for a user to find events outside Stubhub’s ecosystem proved to be a struggle. 

Below are a series of dynamic MVP's I shipped that gave users the ability to discover events outside of StubHub.com.

I collaborated with multiple Lab Teams at StubHub to extend their ability to acquire and convert users outside of their eco system. Below are a series of MVP's that I designed and shipped. Each is unique in its medium and approach. 

My Role

Working with Developers, Marketers and PM’s, I was responsible for front-end development, design, and strategy.

The Problem

Finding tickets to a sold-out event can be difficult. Because of the frequency of the need for any individual to purchase sold-out tickets is quite low, it’s difficult to know where to look.

With a stagnant 1.2% conversion rate on banner ads and emails, it was clear users were not finding their next night out from StubHub's messaging strategy.

Insight and Restrictions 

Interviewing stakeholders and performing a quick audit I found a common theme. Every banner, email, and social ad was not contextual to the customer. Meaning, users were not able to discover StubHub events around them while on other sites.

We needed a quick solution to continue our discovery, so my team and I turned to banner ads.

The Power of Dynamic Banners

Working with Travelzoo I designed a number of dynamic banners that were able to target users based on their location. From that data, I was able to show users upcoming events that were near them. 

After implementation, we saw roughly a 13% rise in acquisition and 2% rise in conversion. Non-StubHub users were now able to discover events near them without having to go to the StubHub garden.

Discover Through Discussion

Discover Through Discussion

With Messenger opening up their platform in 2016 my team and I decided to jump onboard. Because our users spent the majority of their screen time on social media, opening up a channel of discovery on those platforms was highly desirable. So I created a quick dialog tree and script that allowed users to discover events via bot.

After the launch, we saw conversion nearly double. Now users could explore StubHub’s expansive event catalog in Skype and Messenger. As a result, we were written up in FastCompany, Mashable, and Techcrunch.

With Messenger opening up their platform in 2016 my team and I decided to jump onboard. Because our users spent the majority of their screen time on social media, opening up a channel of discovery on those platforms was highly desirable. So I created a quick dialog tree and script that allowed users to discover events via bot.

After the launch, we saw conversion nearly double. Now users could explore StubHub’s expansive event catalog in Skype and Messenger. As a result, we were written up in FastCompany, Mashable, and Techcrunch.

Making StubHub a Platform

My team and I believed that users should be able to access StubHub’s extensive event library anywhere. That's, why I helped, create an open API library that gave our partners the ability to effortlessly integrate StubHub into their products. 

Before launch, we had roughly three partners onboard to experiment with our project. However because of contractual issues, I was not able to see its launch. 

Impact and Afterthought

During my time at StubHub, I learned that to make a significant impact you don't always need massive amounts of resources or time. In roughly four months my team and I were able to create and implement three impactful MVP’s that increased conversion 5% and acquisition 13%. 

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