Point of Sale

StubHub—the world’s largest secondary ticket marketplace—relies on a vast network of business sellers and brokers to supply event inventory. These professional sellers use a proprietary Point of Sale (POS) system to list, price, and manage ticket inventory.

StubHub had acquired point of sale system for servicing the professional sellers & brokers. However, this legacy POS tool was becoming a liability:

  • Complex to use and poorly aligned with seller workflows.

  • Low seller satisfaction and increasing churn to competitor platforms.

  • Fragmented experience across seller types with mismatched feature sets.

As Design Lead, I was brought in to redefine the product vision, build a scalable user experience, and regain seller confidence and retention.

My Role

Business Goal

Design Lead and Design Management

  • Led end-to-end UX strategy rooted in user empathy and execution that directly influence retention & revenue for the Enterprise Seller domain.

  • Partnered with cross functional partners to form product strategy, led through ambiguity and establish roadmap priorities by aligning teams.

  • Established design practice and team mentorship to build a design-first culture and evangelize UX to bring customer voice to the table.

  • Embedded design thinking into cross-functional workflows—bridging strategy and systems execution.

Increase number of brokers using the Point of Sale application while reducing customer issues


Persona - Broker

Hypothesis

By redesigning the application in alignment with users’ mental model & daily routine to provide efficient, intuitive & easy to use system to manage tickets, more users will use StubHub as their point of sale system.


Define

Understand the problem, the Users & competitive landscape

I led a multi-phase discovery effort:

  • Conducted generative interviews with a diverse range of brokers.

  • Shadowed seller workflows across daily routines and sales cycles.

  • Created detailed personas and a journey map to understand touchpoints and pain points.

Challenges

Legacy UX : Frustrating interface, high time-to-task

One-size-fits-all model : Didn’t serve small or large sellers well

Low NPS & seller churn : Sellers defecting to competitors

Overloaded features : Too much functionality for smaller sellers

Needs power tools, automation, and inventory intelligence.

User Goals

  • Faster listing

  • Efficient managing of tickets (<6 sec for SH Pro)

  • Get information about state of my business

  • Market trend information in one place

  • Easy adoption

  • Simple and easy to use system

Persona - Small/Med Seller

Journey Map

Design Goals

  • Efficient

  • Usable

  • Intelligent

  • Scalable

  • Role based & responsive

  • Modern


Dashboard

Concept Design

We conducted brainstorming sessions with team members (Designers, Product Manager, Content Strategist etc. ) to create concepts and map out information architecture. The conceptual designs were tested with seller community for improved task flows & designs.

Design Strategy Highlights:

  • Modern Information Architecture based on user mental models.

  • Role-based, responsive layouts for task-based efficiency.

  • Visual dashboards that surface business health and inventory performance at a glance.

  • Mobile-first optimizations for sellers on the go.

  • Scalable design system shared across both products to ensure consistency and reduce dev overhead.

Information Architecture

SalesPro : For small/medium brokers

Layout

Concept 1

Approach

I planned the structured approach involving stakeholders early on & getting seller inputs frequently

Concept 2


Design Thinking In Action

I ran a design sprint with stakeholders across PM, engineering, content, and support to:

  • Align on key user flows (listing, pricing, inventory).

  • Co-create task priorities and interface patterns.

  • Test concepts with real sellers and iterate quickly.


Design Solution

One of the key insights from various rounds of user research was that small/medium brokers did not need full Point of Sale application with all the features. It was not efficient & time consuming for them for their limited requirements. Hence I successfully advocated for two tailored products based on seller type following same design system.

Titan : Robust platform for enterprise brokers needing depth and automation.

SalesPro: Lightweight, intuitive app for smaller sellers focused on speed and ease.

Inventory

Titan : For big brokers

Login

Dashboard

Add Ticket

Simplified and responsive

Inventory

Mobile Web Experience


Impact

Impact on business outcomes

Impact on UX

Needs simplicity, speed, and easy onboarding.

Real-time sales summary and trends

Bulk management with filtering and tagging