
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