Checkout Experience

StubHub is the world’s largest ticket marketplace with tickets available for over 10 million live sports, music and theatre events in more than 40 countries. StubHub had multistep checkout experience on the responsive web & was facing a huge drop-off rate from ticket details to checkout. At the time, StubHub was also seeing increased competitive pressure and wanted to optimize the experience for mobile devices while increasing conversion, reducing errors, and addressing top call drivers. 

My Role

Business Goal

Improve the checkout experience to increase conversion & reduce errors especially for mobile devices

Approach

  • RESEARCH - What are the challenges users are facing? How competitors are doing? 

  • DEFINE - What does all available info mean? What is the hypothesis for solution building?

  • DESIGN - What’s the experience vision looks like?

  • TEST - What do A/B test, usability research inform us? 

  • ITERATE - Does the solution meet user needs? 

Checkout & Confirmation - iOS

Research

Long & multi-step checkout

Users, especially new users, needed to go though multiple steps for completing the checkout process & found it confusing. Drop off on mobile was higher by 37% compared to desktop 

Visibility of information

Many users overlooked the date of event; 17% users complained about buying tickets for wrong events without realizing

Old-school aesthetics

Users mentioned that the screens looked old design & not modern. It gave impression that StubHub is not paying attention to  experience affecting the trust in brand.

Unclear purchase

Confirmation page was so crowded that users didn’t understand if order went through & accidentally made repeat purchases

UX Lead

  • Lead design direction & execution of end-to-end user experience 

  • Collaborate & align with cross-functional team leads

  • Stakeholder management

Problem Statement

How might we reduce the drop off of customers that are trying to purchase tickets?

Flow & Wireframes

I started the design process with brainstorming workshop to align team on problem at hand & ideate on possible solutions.  

Checkout Wireframes

Final Mocks

Updated brand & visuals

Use of images & brand updates for pleasing aesthetics 

Day & event highlighted

Visual focus on day of the week & highlighted event name for easy purchase

One click buying

Apple pay as default payment for quick purchase

Order confirmation

Clear visual indication that purchase is successful

Checkout & Confirmation - Web

Conversion increased by 9% on mobile & 2.5% on desktop

Focus on mobile optimization showed great results post release 

Double buying reduced by 18%

Big improvement was shown in clearity of order confirmation & next steps, thereby increasing the user satisfaction

Impact

Wrong date buying reduced by 12%

Day & date were much clear for users in the new designs showing improvement in the customer contacts. However, there was room for improvement in event information section.