NFL Partnership

StubHub, the world’s largest ticket marketplace, partners with various sports teams/leagues, concert operators & artists each year to make the event tickets available for fans in more than 40 countries. StubHub partnered with NFL to become exclusive ticketing partner. This partnership would provide seamless ticketing experience with reduced fees. This is first partnership StubHub has in football world hence critical from business perspective.

My Role

Design Lead

  • Collaborate closely with internal stakeholders & NFL to plan product & design roadmap

  • Represent design to leadership & external partners during various reviews and communicate feedback/information with team  

  • Set the design vision

  • Lead design direction & execution of end-to-end user experience with designing hands on part of the deliverables

  • Facilitate brainstorming sessions for cross functional team to provide inputs & insights for the design direction

  • Collaborate align with cross-functional team leads (e.g. marketing for ads & promotions etc.)

Business Goals

  • Rich co-branded experience - Use of NFL seal, team logos & other assets to increase trust in ticket purchase & brand perception

  • Maintain conversion - Availability of user centric features for easy ticket buying experience

  • Help users in ticket transfers - NFL API integration of authenticated tickets for easy & efficient ticket transfer, thereby reducing support calls

Approach

  • DEFINE - What does it mean by co-branded experience, streamlined ticketing?

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

  • E2E FLOW DESIGN - How does visual theme flows through end-to-end experience?

Design Brainstorm

As we were working with NFL team for the first time, there were multiple opinions about what the experience should look like. To understand different perspectives, I & the team conducted stakeholder interviews. Based on the high level requirements, I led the brainstorming session with cross functional team to determine ux scope & ideation. 

Visual Theme Graph

Page-wise Brand Elements

Design Goals

I took this opportunity to propose redesign of the key page for partnership experience (team page) along with visual co-branding. Multiple sketching & brainstorming sessions for web & native app were conducted.

  • Displaying rich information apart from ‘just events’ e.g. team stat etc.

  • Engaging visual content like images, videos to draw users in & make them feel as fans

  • Ease of selecting events e.g. calendar format

  • Balance between NFL branding & StubHub branding 

Team Page - Web

Team page concept - Web

Team Page - Native App

Game Center - Native App

Team page concept -mWeb

Final Design

Team Pg Calendar - Web

Team Pg - mWeb

Team Pg - Native App

Home - mWeb

Search - mWeb

Event Pg - mWeb

Checkout - mWeb

Component Based Design

The designs needed to scale for all NFL teams, hence pages were designed as groups of reusable components. This also supported new tech stack.

Overall buyer conversion increased by 1%

Team specific branded experience that increased trust, better availability of ticket inventory & easy ticket transfers resulted in increased conversion

Impact

Rich experience 2x faster

Using React framework allowed design team to provide engaging fan experience using team logos & images without sacrificing performance & speed, resulting in user delight.

Support contacts reduced by 9%

With NFL integration, all tickets were delivered as mobile tickets, bringing 9-10% reduction in calls for mobile transfers & increasing customer satisfaction.