Buy the tickets, start making memories

February, 2023 - Chris Blachford, Jimin Lee, Vishnu Banerji

"Eventbrite is a self-service ticketing platform that operates globally and specializes in facilitating live experiences. It enables anyone to create, share, find, and attend events that align with their interests and enrich their lives. The company generates revenue through fees charged to both event organizers and attendees for its online ticketing services."

2021 AT A GLANCE

Given Eventbrite's vast data, we asked ourselves:

How well does the current platform help its users to find events and increase ticket sales for organizers?

PROJECT OVERVIEW

Timeline

3 weeks

Roles

UX Research, User Interviews,
Lo - Hi Fidelity Wireframes,
UI Design, Final Prototypes

Tools

Eventbrite, Google Forms,

Zoom, Figma

EMPATHIZE

User Interviews
Task Analysis
User Surveys

DEFINE

Persona
User Journey Map
MOSCOW

IDEATE

Sketches
Wireframing
Testing
Iterations

OUTPUT

Usability Testing
Hi-Fidelity
Prototypes

WHO IS OUR USER?

User

Occasional

“For me when looking for an event, location, affordability, and schedule compatibility are key”

MOTIVATIONS

I will explore alternative resources for finding events when my primary sources of recommendations are exhausted.

FRUSTRATIONS

It’s hard to understand what the event is about

I have to spend too much time and effort searching or sifting through irrelevant results

GOALS

I want convenient, easy-to-use, and reliable source for finding events

I want to uncover events that align with my tastes and are worth the investment

JOURNEY MAP

SCENARIO: Alex, an occasional Eventbrite User, is searching for events that align with their interests and are located conveniently for them to attend over the long weekend.

Navigating Eventbrite

Filter!

Before Eventbrite

Happy

Frustrated

Normal

Checks social media for long weekend activities

Normal

Revisits Eventbrite based on a positive past experience

Confused

Clicks This Weekend but is met with irrelevant search results

Disappointed with website search results, finds filter option.

Disappointed

Frustrated

Feels misled by a sign-up trap, struggles to locate filter again.

Finds filter through See More, refines search for personalized events

Happy

PROBLEM STATEMENT

Alex, an occasional Eventbrite user, needs a more intuitive pathway

to prioritize finding events that align with his interests because he feels frustrated and disengaged when he spends too much time sifting through irrelevant results.

How might we improve Alex's initial navigation experience when using Eventbrite?

The top 4 factors that informed the decision-making process, according to
22 user surveys, are: The event title, date and time, price, and location.

MOBILE NAVIGATION

CURRENT

Ver. 1 - An attempt to contain all of the information from the original site into the filters as we recognized that there was an overlap in filter functionality.

MOBILE NAVIGATION - FINAL

DESKTOP MAP VIEW

With regards to the desktop site, based on task analysis, we found that none of our users were using the static filter bar that was taking up considerable space once the filter was set. To optimize space usage, we removed the side filter bar...

...enlarged the image (providing the most useful content to the user), and relocated the filter bar below the search bar.

MOBILE MAP VIEW / PRICE

How might we ensure that the information presented to Alex better informs his decision making process?

LOCATION

Current desktop website features a helpful map view, while the mobile version is lacking this feature.

Search results display events from irrelevant locations.

PRICE

Even though 100% of our users said that price is one of the most important information aids during their decision making process, we observed that the visual hierarchy was identical to other relevant assets.

COMPARATIVE ANALYSIS

First, let's review our design iteration process for the map. We took a deeper look at how other companies, such as Yelp and Kijiji, incorporated map views into their search results pages and took these layouts for inspiration.

MAP VIEW - A/B TESTING

Design A

"I don't really need a circle to tell me how far away something is, I know that Point A is far, and Point B is farther."

Design B

"This one is effective
because you get to see more of the map!"

Design B's layout was preferred because it provided our users with
a larger map view

PRICE - A/B TESTING

Moving on to the price hierarchy design process, we developed 3 distinct iterations and performed A/B testing with 4 users to further identify any trends in our collected feedback.

Design 1

Design 2

Design 3

Design 2 received the most favourable set of responses due to the way in which it highlighted "the most informative pieces of information."

METRICS - USER RATINGS

To evaluate the success of our design choices, we asked our users to rate the overall experience of navigating through Eventbrite's current site as well as our hi-fi prototype.

The average rating for the current site (from 6 users) came in at 2.5, largely due to confusing navigation, ambiguous language, and obscure information architecture that prevented users from reaching relevant results.

Our redesigned Eventbrite went through 4 rounds of testing with 3 users at a time. After iterating on their feedback, the average was raised to 3.75!

Although questions remain as to whether this is the best design, we have focused on those on our next steps and proceeded with a validated 'better' design based on user ratings and feedback as shared by our users.

TAKEAWAYS

During our 3-week timeline, we inevitably encountered some scope creep towards the end of the project. While we were diligent in crafting a flexible schedule that could account for the unexpected twists and turns of design, we found ourselves in a position where making the choice to commit to our current state was more important than ever.

More specifically, we started to see some requests for new features and changes to existing designs that we thought we had accounted for in previous rounds of iterations and found that addressing these would have significant impact on our project timeline, resulting in delays and additional work needed to meet the new requirements.

Moving forward, we have noted the concerns from our final rounds of testing and have outlined how we would like to focus on them during our Next Steps to ensure that any changes are reviewed and approved by our users.