Melissa Cooper, Eventbrite, Warm Gun 2012

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Melissa Cooper, Director of User Experience, Eventbrite at Warm Gun, Nov 30th, 2012

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Melissa Cooper, Eventbrite, Warm Gun 2012

  1. 1. Designing for Pirates:Hidden Treasures in the Purchase Funnel Melissa Cooper
  2. 2. Three things designers and developers know about the purchase funnel 1.  Highly protected 2.  Closely monitored 3.  Product Managers are nervous to change
  3. 3. Approach Goal orientated design is crucial •  Define the optimal experience •  Provide measurement throughout iterations •  Speak to future measurement
  4. 4. Background Focus on tools for organizers
  5. 5. Closely measured Purchase  success   Call  volume   Funnel   Feature  use     Free  vs  Paid     Purchase   Funnel   Feature  use   Page  views   Exits   Next  page   Growth   Inbound  referrers   1st  Bcket  sale   New  buyers   Share   Discovery   Repeat  seller   Latency   Repeat  buyers   RecommendaBons   Organizer  promoBon  
  6. 6. Invite users in
  7. 7. Order confirmation page
  8. 8. Order confirmation page 1.  Largely neglected experiences 2.  Boast the most eye balls 3.  Leak massive traffic 4.  Lost opportunities What do you want your users to do next?
  9. 9. Most order confirmation pages look like this:
  10. 10. Most order confirmation pages look like this:
  11. 11. Fab.com: Clear confirmation & user advocacy
  12. 12. Sephora: Loyalty
  13. 13. Hotels.com: Account creation and order management
  14. 14. Amazon: Recommendations
  15. 15. Deeper user engagement What do you want your users to do next? •  Develop a profile •  Share •  Manage orders •  Gain rewards •  Keep buying
  16. 16. Design goals for the future Kick off objectives: •  Ensure confirmation is prominent and clear •  Drive users to My Tickets •  Promote event creation Design exploration added a few goals…
  17. 17. Order confirmation page
  18. 18. The new design
  19. 19. Wrap up: The confirmation •  Respond early to the brief with design goals •  Use goals to measure design progress •  Launch & optimize •  Use findings to influence up stream
  20. 20. Thank you! <3 your confirmation pages!

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