Stub Hub
Role:
- Hands-on IxD work
- Contract position (Aquent)
Responsibility:
Lead Interaction Designer (Service Design): UX Design lead for entire seller listing experience (primarily on the Web)
- Designed and developed complete UI flows for various ticket types for seller flows – IA, wireframes, and mockups
- All flows have been implemented and are live – meeting and improving on key KPIs of conversion, NPS, and reduction in customer service calls.
- We used agile environment and lean UX principles, working in cross functional teams (Biz, PM, Dev, QA, and content strategy).
- In addition, I also conducted innovation workshops for the product and UX teams.
Case Study:
Challenge:
The challenge here was to create a Seller Experience (for individual and Pro) sellers that was very simple, easy, understandable, and seamless to use. Significant complexity is involved and the related business KPIs were Conversion and increase NPS (Net Promoter Score).
Design:
As a senior interaction designer, I was responsible for hands-on design of the entire seller experience that had many nuances. Besides making the interaction intuitive, I also had to design the information at critical conversion point easy to understand.
For ‘Pricing’ page – we needed to ensure clarity in seller/buyer pricing, additional fees, and how others were pricing was important. For the ‘Review’ page the accuracy of event and seat information, tickets delivery method (Paper, barcode, pdf etc.), pricing, and payment method had to be crystal clear. For the Seller, the critical information was seat details, pricing (their profits), how and when they would get paid had to be very clear. This clarity also resulted in the Customer Services calls.
Information hierarchy was designed toward these objectives by using typography and color. I worked closely with multiple teams in a very agile/ start-up environment.
Results:
The design resulted in increased conversion and NPS scores (info is proprietary and not available). I also developed story boards for scenarios where seller could complete the task of putting up tickets in phases using mobile devices.