Reach for The Sky
Client
StubHub
Deliverables Strategy, Branding, Web
Role
Design Lead
Duration 3-4 months
Project
Primary: Propose a set of features to be released for next year to meet our goals. Secondary: Propose a new brand and digital design system.
Team
Me (design lead), 1 PM, 6 engineers, 1 researcher, and 4 stakeholders.
Goals
Primary: Increase RPV (Revenue Per Visitor) while holding Buyer NPS (Net Promoter Score.) Secondary: Minimize Operational Costs and hold Seller NPS.
Process
Discussions with stakeholders and research team to review and define key goals. Hosted cross-functional team workshops for two weeks. Synthesis reviewed by stakeholders. Key features defined. Concepts created by me and PM. Worked with research team to generate a series of quantitative tests on each feature concept. Revisions based on results. Designs added to concepts. Presentation deck created by me and PM and presented to stakeholders. Features agreed upon and scheduled for next year.
Released
Dynamic Search, Browse By, Rich Content (only with partners), QTY First (only on mobile), VFS (view from seat), Pick Own Seats (only on white labels), Pick Via Map (only on white labels), New Maps System, and StubHub Reco System (ticket recommendation).
Metrics
68% RPV increase. 6% Buyer NPS increase.
Ready
Annual next year planning. Met with stakeholders and held a series of discussions. Research team presented current studies. We reviewed and determined key goals for next year.
Set
I created, scheduled, and hosted (with all cross-functional teams) workshops with a series of custom exercises based on the key goals as defined above for two weeks.
Exercises
The custom workshop exercises as indicated included: Directed storytelling, customer archetypes, user journeys, juice tagging, pain-points/opportunities, components, unified concepts, stakeholder mapping, pain-point resolutions, and high-level concepts.
Set
Synthesis reviewed by team, followed by stakeholders. Schedules defined.
Go
Concepts created by me and PM. Worked with research team to generate a series of quantitative tests on each feature concept. Revisions based on results. Design layer with new brand concept added to each finalized feature. Presentation deck created by me and PM and presented to stakeholders. Features agreed upon and scheduled for next year.
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