Branchout 2017 - Day 1 Session - Lauren Chan Lee
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How StubHub Optimized the User Path Across Platforms By Lauren Chan Lee, Lead Product Manager from StubHub Join Lauren from StubHub as she shares the journey she and her team have gone through to redesign a key functionality across platforms - the Explore Tab - to drive conversions and engagement.
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Branchout 2017 - Day 1 Session - Lauren Chan Lee
- 1. How StubHub Optimized the User Path Across Platforms Lauren Chan Lee Lead Product Manager @StubHub
- 4. >150,000 live listings >100 million unique visitors 40+ countries worldwide
- 6. Orient Design Pillars Visual Upfront Personalized KPIs Conversion Traffic to event page Engagement
- 9. Orient Refine Execute Team WWSD Team Outback Team: Sharks
- 10. Orient Refine Execute Optimize
- 11. Refine Execute Optimize Orient Orient on vision and goals Refine the problem Execute against plans Optimize the product
- 12. @StubHub #branchout17 Questions Submit your questions via sli.do Enter code Branchout2017
Editor's Notes
- Can you name your favorite sports team or band? Some of you are probably like me and the answer immediately jumps to mind. I am a huge fan of Stanford Cardinal Football, have season tickets with a bunch of my friends, the face of FanFest in the weekly gameday emails, and can’t wait to see them play in the BCS National Championship Game…someday...
- And I wouldn’t be alone. A study by Harris Group found that 72% of millennials prefer to spend more money on experiences than on material things. A study by Trendera found that people are willing to give up a lot to see their favorite band play live or their favorite team play in a championship game. 35% of people are willing to give up their mobile phone for a week Or if you think that’s bad... 11% of people are willing to give up toilet paper for a week
- So if you’re a die hard fan, it’s easy to come to StubHub and find tickets. StubHub is the world’s largest marketplace for tickets. We exist to connect people through inspiring event experiences. At any given time, we have over 150K live listings on the marketplace More than 100 million unique visitors come to StubHub every year. We have a huge catalog of over 10M events in 40 countries. But if don’t have a favorite team or band and don’t know what you want to go to, the hugeness of the catalog can be overwhelming. And that’s where I come in… My name is Lauren Chan Lee, I’m a PM on the mobile apps team at StubHub, and I look after the Browsing experience for users that know that they want to go to something but they don’t know exactly what.
- StubHub’s purpose is to connect people through inspiring event experiences. Is this inspiring? I knew that we could do better. I led the redesign of the browsing experience on our iOS app and I’m going to share my secrets on how I turned a big, ambiguous challenge into a success I will walk you through how I set the vision and goals, defined the problem, and leave you with a framework that you can use to approach your projects So let’s get started...
- The first step is to 1) Orient on vision and goals What did I want the experience to be? I knew that what we wanted was “not that” To inform what I wanted the experience to be, I did a few things. I looked: Inward at our user journey. I wanted to see the data on how users are using the product now. There were no shockers there Things like Sports which were located at the top of the page and we’re very strong in got the most taps, whereas Things like Venues which was located further down the page and isn’t directly connected to an event got fewer taps. Outward for inspiration. What are the best practices from other apps that we use and others in the space when it comes to browsing? With this background, I identified key pillars for what we want the experience to be: visual, upfront, personalized Visual – a picture is worth a thousand words, and nothing conveys the excitement of a live event better than an image of the team or artist Upfront – the old page was simply a list of categories. I wanted to bring more content up to the page so that it could pique user’s interests Personalized – recommend things that would be interesting to you So if we did all that, how would we know if we were successful? Why, KPIs of course! As an eCommerce company, our goal is always to drive sales. So conversion and driving traffic to the event page were the top KPIs Secondarily, we looked to engagement, but that’s a tricky one. You want users to engage with your content, but if they’re clicking around too much, then maybe they’re not finding what they’re looking for These north stars (design pillars and KPIs) oriented our team and gave us a guiding light for making decisions throughout the project
- The second step is to 2) Refine the problem I’ll admit… this is where we got a little stuck for awhile. Because when you think about how users browse, it’s an extremely broad problem. There’s a temptation to do too much It’s not just the top level Explore tab with the list of categories, but also How you surface a list of events The artist landing page The team landing page The venue landing page We had to think really hard about what we wanted to focus on because we couldn’t do it all at once. We had to ask ourselves the hard questions about what’s really MVE And ultimately we decided to narrow focus to just the Explore tab since it’s at the top of the funnel and gets more traffic
- The other thing that was tripping us up was getting lost in the taxonomy of the catalog. What events come up under Kabaddi? Why were the Lumineers tagged with Rap and Hip Hop? How’s a Horse Show part of Theater & Comedy? The questions were endless… It’s worthwhile to understand how things work and strive for a good end to end experience But I made us separate catalog questions from what we needed to do in the product Focus on what you control Address what we didn’t control through influence It’s really important to refine the problem. Have a clear problem statement Understand what part of the product you’re touching Separate out part that you control
- On to the 3rd step… 3) Execute the plan After steps 1 and 2 where we oriented and refined, I had tamed the ambiguity of the project. And so the path to execution was much smoother We held a design jam to get ideas from stakeholders This is a 1 day session where we invited people from design, product, engineering, marketing, and analytics Get together and brainstorm We generated over 100 ideas and probably killed a few trees worth of post-it notes After the design jam, I worked closely with my designer to digest all the ideas and started coming up with designs. We used usability testing and product reviews to vet the designs Then I worked with the dev team to build it A few months later, we launched it I couldn’t have done it without my awesome team
- So, what did we launch? We ran an A/B test between the old experience on the left and the new experience on the right. The new experience is visual, upfront, and personalized There’s a lot more images and content to explore The overall look and feel is more fresh and modern Which brings us to the last and final step… #4 Optimize the product Your work is not done after you launch the product. It’s crucial to look back and how it’s performing and optimize it After we had collected enough data in the A/B test, We looked at how it performed against the key success metric was conversion Luckily the new experience increased conversion so it was a success! We looked at how users were interacting with the content And some of it made sense while some of it was a little surprising. For example, I had a hypothesis was that the interactive map module would have the highest engagement but it didn’t prove to be true Is that because people don’t know that it’s interactive or that they don’t have their location set? Or, for the category module, do users really want to see popular sports teams in their area, or would they rather see events right away? So there are still things that we are optimizing and that’s where we’re at today. There’s still a ton to do to improve the Browse journey on StubHub There are lots of directions that we can go with optimizing this page, And there are all of the other landing pages that we didn’t address in Phase 1 of the project But the north stars that we set in Step 1 still hold true the design pillars and KPIs that we set in Step 1 will continue to guide us and ensure a seamless end to end experience
- I just showed you how I took the big, hairy problem of how users browse on StubHub and turned it into a step towards success, using the OREO framework. Next time you feel like you’re stuck in a product rut, Orient on vision and goals, Refine the problem, Execute against plan, and Optimize the product. I hope you’ve enjoyed this inside look on how we built the new Explore tab on iOS. And Android friends, we haven’t forgotten about you…it’s coming soon. Please download the app, check out Explore for yourself, and buy tickets to an event. They make a great gift for the holidays!