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.
We've moved our delivery practices to lean and agile methods but somehow left our product discovery processes behind. Learn how to leverage just-in-time thinking for product discovery and definition through an upstream Kanban. Create a funnel to validate product options before they make it to the team's backlog. Use Lean Startup Principles to ensure customer value and simple Kanban metrics to forecast delivery. Explore how lean thinking can be more than just a tool for delivering faster and can finally be the Death of the Product Roadmap.
The Mobile Trends You Need to Know About in 2020Branch
Mada Seghete, one of Branch’s co-founders and head of strategy and market development, explores the mobile marketing landscape and the key trends you need to know to stay ahead of the curve in this Web Summit 2019 presentation.
The 2016 Mobile Growth Handbook: Best Practices, Tips, and Growth HacksBranch
***Check out our 2018 Mobile Growth Handbook: http://branch.app.link/mgh18.
Gain valuable insights into how some of the largest brands in the world have mastered mobile growth. To download the PDF: https://branch.app.link/TtBGiYdhcv
The Gift that Keeps on Giving: How Can You Turn Mobile Holiday Shoppers into ...Branch
The 31 days encompassing last year’s holiday season delivered over 20% of the total $4.8 trillion 2016 U.S. retail spend. And, mobile users accounted for 65% of visits and 30% of sales over 2017’s Thanksgiving & Black Friday.
So what can be done to harness the juggernaut of mobile shopping in the last two weeks before Christmas? Is it too late to make a strategic plan?
The National Retail Federation reports that up to 40% of the holiday spend happens in the 10 days before Christmas. So no, it’s definitely not too late to take action for 2017 - nor is it too early to start thinking about a strategic plan for 2018.
By understanding the latest mobile shopping trends and your customer journey, you can not only spur holiday sales with user engagement, but also use sales to boost user acquisition and retention throughout the next year.
In this webinar presented by Branch and RetailMeNot, you’ll learn:
-How holidays impact consumer behaviors online, and what that means for your mobile acquisition, retention, and re-engagement strategy
-How to leverage the holidays to fuel all-year growth
-How to improve your customer experience to retain those holiday shoppers in 2018 and beyond
-How to make the most of the last 2 weeks before Christmas
Building People Led Products - Bringing Local Communities Closer Together through Facebook Marketplace
By Bowen Pan, Marketplace Product Manager at Facebook
Facebook Product Manager Bowen Pan provides an exclusive glimpse into building Facebook products, through an exploration of Facebook's Marketplace platform.
Branchout 2017 - Day 2 Session - Ankur PrasadBranch
Amazon Appstore - Driving Growth & Engagement through Triggers and Rewards Programs
By Ankur Prasad, Head of Marketing for Amazon Appstore at Amazon
Join Amazon's Ankur Prasad, Head of Marketing from Amazon Appstore, and learn how their team has successfully driven user growth and engagement through triggers and rewards.
Branchout 2017 - Day 2 Session - Dave NickensBranch
Merging AR with the Mobile App Experience at Build.com
By Dave Nickens, Mobile Director at Build.com
Curious about the rapidly-developing relationship between AR and mobile growth? Tune into Build.com Mobile Director Dave Nickens' Branchout 2017 keynote—and live demo—to get up to speed.
We've moved our delivery practices to lean and agile methods but somehow left our product discovery processes behind. Learn how to leverage just-in-time thinking for product discovery and definition through an upstream Kanban. Create a funnel to validate product options before they make it to the team's backlog. Use Lean Startup Principles to ensure customer value and simple Kanban metrics to forecast delivery. Explore how lean thinking can be more than just a tool for delivering faster and can finally be the Death of the Product Roadmap.
The Mobile Trends You Need to Know About in 2020Branch
Mada Seghete, one of Branch’s co-founders and head of strategy and market development, explores the mobile marketing landscape and the key trends you need to know to stay ahead of the curve in this Web Summit 2019 presentation.
The 2016 Mobile Growth Handbook: Best Practices, Tips, and Growth HacksBranch
***Check out our 2018 Mobile Growth Handbook: http://branch.app.link/mgh18.
Gain valuable insights into how some of the largest brands in the world have mastered mobile growth. To download the PDF: https://branch.app.link/TtBGiYdhcv
The Gift that Keeps on Giving: How Can You Turn Mobile Holiday Shoppers into ...Branch
The 31 days encompassing last year’s holiday season delivered over 20% of the total $4.8 trillion 2016 U.S. retail spend. And, mobile users accounted for 65% of visits and 30% of sales over 2017’s Thanksgiving & Black Friday.
So what can be done to harness the juggernaut of mobile shopping in the last two weeks before Christmas? Is it too late to make a strategic plan?
The National Retail Federation reports that up to 40% of the holiday spend happens in the 10 days before Christmas. So no, it’s definitely not too late to take action for 2017 - nor is it too early to start thinking about a strategic plan for 2018.
By understanding the latest mobile shopping trends and your customer journey, you can not only spur holiday sales with user engagement, but also use sales to boost user acquisition and retention throughout the next year.
In this webinar presented by Branch and RetailMeNot, you’ll learn:
-How holidays impact consumer behaviors online, and what that means for your mobile acquisition, retention, and re-engagement strategy
-How to leverage the holidays to fuel all-year growth
-How to improve your customer experience to retain those holiday shoppers in 2018 and beyond
-How to make the most of the last 2 weeks before Christmas
Building People Led Products - Bringing Local Communities Closer Together through Facebook Marketplace
By Bowen Pan, Marketplace Product Manager at Facebook
Facebook Product Manager Bowen Pan provides an exclusive glimpse into building Facebook products, through an exploration of Facebook's Marketplace platform.
Branchout 2017 - Day 2 Session - Ankur PrasadBranch
Amazon Appstore - Driving Growth & Engagement through Triggers and Rewards Programs
By Ankur Prasad, Head of Marketing for Amazon Appstore at Amazon
Join Amazon's Ankur Prasad, Head of Marketing from Amazon Appstore, and learn how their team has successfully driven user growth and engagement through triggers and rewards.
Branchout 2017 - Day 2 Session - Dave NickensBranch
Merging AR with the Mobile App Experience at Build.com
By Dave Nickens, Mobile Director at Build.com
Curious about the rapidly-developing relationship between AR and mobile growth? Tune into Build.com Mobile Director Dave Nickens' Branchout 2017 keynote—and live demo—to get up to speed.
Branchout 2017 - Day 2 Session - Alex AustinBranch
Branch Product Update
By Alex Austin, Co-founder and CEO of Branch
Branch co-founder and CEO Alex Austin takes us on a tour of new and exciting developments at Branch, including cross-platform, cross-channel People-based Mobile Attribution.
Branchout 2017 - Day 2 Session - Nadav MelnickBranch
How Viber Bots are Empowering Fan Engagement for Sports Clubs
By Nadav Melnick, Director of Product at Viber
Nadav Melnick's explores a wealth of mobile growth tips, takeaways, and best practices learned during his journey enabling cross-platform fan engagement for Viber.
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The Only Metric That Matters
By Josh Elman, Partner at Greylock Partners
Tune into Josh Elman's keynote for the Branchout 2017 stage, and see if you're paying attention to the only mobile growth metric that truly matters.
Branchout 2017 - Day 2 Session - Sigal BareketBranch
Growth Marketing at Lyft
By Sigal Bareket, Director of Growth Marketing at Lyft
Join Lyft's Director of Growth Marketing, Sigal Bareket, for a deep dive into manifestations of mobile marketing and growth at Lyft.
Branchout 2017 - Day 2 Session - Mada SegheteBranch
The Importance of Building a Cross-Platform Strategy
By Mada Seghete, Co-founder and Head of Growth at Branch
Mada Seghete, co-founder and Head of Growth at Branch, shares tips, tricks, and best practices for ensuring you've got a fortified mobile strategy that will help you build your own fortress, fight for your users, and keep them centered in your app.
Branchout 2017 - Day 1 Session - Amanda GoetzBranch
Driving Agile Mobile Innovations Across Departments - The Role of Product Marketing
By Amanda Goetz, Head of Consumer & Product Marketing at The Knot
Product Marketing is a critical, strategic role but still wildly misunderstood and underutilized across but everything you need to know about working with Product Marketing you learned in Preschool. Join XO Group's (flagship brand - The Knot) Head of Product Marketing to learn 5 proven strategies to work effectively with your Product Marketer to benefit your mobile-minded organization and increase user acquisition, retention and grow brand equity.
Branchout 2017 - Day 1 Session - Effi Fuks-LeichtagBranch
Growth Unhacking - Oversimplified Lessons from Growing Things
By Effi Fuks-Leichtag, Group Product Manager at Yelp
Growth hacking has become such a popular practice adopted by many startups and bigger brands alike. However, misunderstanding and less-than-optimal practices are also prevalent. Join Effi, Group Manager from Yelp, as he dissects the key elements in growth to "Unhack" the process.
Branchout 2017 - Day 1 Session - Charles YongBranch
The First Impression - How to Fight Fragmentation with Fragmentation
By Charles Yong, Co-founder at Collective Press
While most people consider fragmentation to be a bane of product design, those who understand how to navigate the chaos welcome it with open arms. Join Charles Yong of Collective Press to learn how fragmentation can be turned into your latest competitive edge with real-world examples that have been used to repeatedly grow mobile apps to tens of millions of installed users.
Branchout 2017 - Day 1 Keynote - Alex AustinBranch
Welcome Keynote - Unify the Mobile Journey
by Alex Austin, CEO & Co-founder at Branch
The mobile ecosystem has become highly fragmented with the proliferation of devices, operating systems, and big platforms. Join Branch Co-founder & CEO Alex Austin as he kicks off the conference with an in-depth look at the evolution of mobile fragmentation, and how the industry can work together to create a more open system while delivering a unifying experience for all end users.
Bridging the Mobile Blockades: How to Connect the Customer Journey Across Eve...Branch
The mobile customer journey is a bumpy one: different platforms, browsers, and properties are looking to keep your customer from leaving their experience, and these roadblocks mean that paving the way for your customer to get to you is a lot more difficult than it is on the web.
In this webinar, you’ll learn:
-How and why the customer journey is broken on mobile, and what it means for your adoption and retention metrics
-How to bridge those gaps and unify the customer experience to increase acquisition, conversions, and retention
-How to help your non-mobile teammates understand what tools you need to succeed
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...Branch
With U.S. consumers spending an avg. of 90 hours on their smartphones every month*, mobile devices have certainly become the focal point for all types of consumer engagements. According to Forrester*, 53% of enterprises using mobile to transform their customer experience have already realized significant positive financial gains.*
However, the cross-platform and cross-channel nature of the modern consumer journey also creates big headaches for brands: Where to start to enhance that journey and what data to dig into for optimization?
Join Tae Kim, Director of Partner Growth from Branch, and Richard Sgro, Director of Solutions from mParticle for an in-depth discussion on:
-Top considerations in building a successful all-around mobile journey
-User experiences that drive conversions for B2C enterprises on mobile
-The essential data layer to understand the consumer journey
-Case studies of effective mobile user experiences
*Forrester: Mobile Moments Transform Commerce And Service Experiences
Webinar: From k-factor to emotion: What makes an app go viral, and how do you...Branch
They said, “If you build it, they will come.” They lied. Pour your heart and soul into creating the most beautiful, user-engaging apps. Create content. Promote. Do everything you can, and still, you can’t fill the stadium. Why is virality so tough on mobile? How can we aim for virality ourselves?
Branch<>Forrester Webinar: Tackling Mobile Fragmentation: Do’s & Don’tsBranch
From user experiences to campaign measurement, mobile has introduced huge fragmentation across channels, devices, and platforms for many businesses — especially consumer brands. The situation is worsened by big platforms who are building “walled gardens” with changing standards and bewildering updates. As a result, it has become incredibly challenging for brands to devise effective mobile strategies. Join Branch CEO Alex Austin and guest speaker, Forrester VP and Principal Analyst Julie Ask for an in-depth discussion on how to tackle mobile fragmentation.
Branch<>Prolific Webinar: Building an Effective Mobile Growth StackBranch
With almost every 2 out of 3 digital media minutes spent on mobile*, it has become more pressing than ever for brands to devise an effective digital strategy to capture the mobile opportunity. However, navigating the sea of tools and services available is daunting, often times requiring cross-department collaboration and a painful process of trial-and-error to build the right mobile growth stack for your business.
We believe in the agile approach in tackling this challenge.
Prolific's Director of Strategy and Growth Al Harnisch and Branch's Chief Revenue Officer Eric Stein shares an in-depth discussion on the following topics:
-Key components of a typical Mobile Growth Stack for enterprises
-Examples of a great starting point vs a mature mobile growth stack
-The cross-channel/platform nature of the modern mobile consumer
-Best practices for mapping out your channel strategies to drive growth and engagement
-Case study of a major US retailer and their mobile growth stack
With a broken app discovery mechanism, mobile developers and marketers are left with very limited options when it comes to driving app growth. Breaking to the top charts is certainly one of the holy grails, especially for newer apps.
Branch CEO and co-founder Alex Austin and Apptopia co-founder Jonathan Kay take the audience for a deep dive into the Top 10 Apps across seven different non-gaming categories and dissect the common characteristics from the data and feature perspectives.
In this webinar you’ll learn:
-KPI benchmark of Top-50 Apps including: Growth Traction, Engagement, Retention, and MAU
-Most popular features from Top-50 Apps that drive organic growth
-Strategies to enhance app discovery such as app indexing, AMP, and Instant Apps
-Categories covered include: Shopping, Food & Drink, Finance, Dating, News/Magazines, Travel, Health & Fitness
Questions, please contact webinars@branch.io
Mastering Mobile SEO for Your Website and Native App (Portuguese)Branch
Venha aprender com Juliana Assunção e Branch as estratégias mais importantes que todo profissional de marketing deve estar ciente ao construir um plano de promoção para um app em qualquer etapa (lançamento, crescimento, top charts) e as principais métricas usadas no processo ASO.
Join Juliana Assunção and Branch to learn the most important strategies every marketing professional should be aware of while building a promotion plan for an app in any stage (launch, growth, top charts) and the main metrics used in ASO process.
The Science Behind Mobile Pricing and MonetizationBranch
Join Stanford faculty Lynda Smith and Dropbox's Monetization Expert Dexter Zhuang as they explain the science of monetization and how to structure an optimal pricing to maximize revenue. They'll focus on how brands can specifically win on mobile and lessons learned while implementing mobile monetization strategies.
How to Trigger Repeat Behaviors and Increase User Engagement Branch
According to Forbes, it is 6 or 7 times more costly to acquire a new user than retaining an existing one, which is why it's so important for brands to create experiences for their customers that encourage repeat behaviors. How can you improve stats like MAU's, session lengths, and opt-ins? In this webinar, Branch and Lehigh University professor Rebecca Wang will cover the ins and outs of user engagement on mobile. They'll present research behind consumer habits and share versatile tactics that can be harnessed into actionable improvements.
Branchout 2017 - Day 2 Session - Alex AustinBranch
Branch Product Update
By Alex Austin, Co-founder and CEO of Branch
Branch co-founder and CEO Alex Austin takes us on a tour of new and exciting developments at Branch, including cross-platform, cross-channel People-based Mobile Attribution.
Branchout 2017 - Day 2 Session - Nadav MelnickBranch
How Viber Bots are Empowering Fan Engagement for Sports Clubs
By Nadav Melnick, Director of Product at Viber
Nadav Melnick's explores a wealth of mobile growth tips, takeaways, and best practices learned during his journey enabling cross-platform fan engagement for Viber.
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The Only Metric That Matters
By Josh Elman, Partner at Greylock Partners
Tune into Josh Elman's keynote for the Branchout 2017 stage, and see if you're paying attention to the only mobile growth metric that truly matters.
Branchout 2017 - Day 2 Session - Sigal BareketBranch
Growth Marketing at Lyft
By Sigal Bareket, Director of Growth Marketing at Lyft
Join Lyft's Director of Growth Marketing, Sigal Bareket, for a deep dive into manifestations of mobile marketing and growth at Lyft.
Branchout 2017 - Day 2 Session - Mada SegheteBranch
The Importance of Building a Cross-Platform Strategy
By Mada Seghete, Co-founder and Head of Growth at Branch
Mada Seghete, co-founder and Head of Growth at Branch, shares tips, tricks, and best practices for ensuring you've got a fortified mobile strategy that will help you build your own fortress, fight for your users, and keep them centered in your app.
Branchout 2017 - Day 1 Session - Amanda GoetzBranch
Driving Agile Mobile Innovations Across Departments - The Role of Product Marketing
By Amanda Goetz, Head of Consumer & Product Marketing at The Knot
Product Marketing is a critical, strategic role but still wildly misunderstood and underutilized across but everything you need to know about working with Product Marketing you learned in Preschool. Join XO Group's (flagship brand - The Knot) Head of Product Marketing to learn 5 proven strategies to work effectively with your Product Marketer to benefit your mobile-minded organization and increase user acquisition, retention and grow brand equity.
Branchout 2017 - Day 1 Session - Effi Fuks-LeichtagBranch
Growth Unhacking - Oversimplified Lessons from Growing Things
By Effi Fuks-Leichtag, Group Product Manager at Yelp
Growth hacking has become such a popular practice adopted by many startups and bigger brands alike. However, misunderstanding and less-than-optimal practices are also prevalent. Join Effi, Group Manager from Yelp, as he dissects the key elements in growth to "Unhack" the process.
Branchout 2017 - Day 1 Session - Charles YongBranch
The First Impression - How to Fight Fragmentation with Fragmentation
By Charles Yong, Co-founder at Collective Press
While most people consider fragmentation to be a bane of product design, those who understand how to navigate the chaos welcome it with open arms. Join Charles Yong of Collective Press to learn how fragmentation can be turned into your latest competitive edge with real-world examples that have been used to repeatedly grow mobile apps to tens of millions of installed users.
Branchout 2017 - Day 1 Keynote - Alex AustinBranch
Welcome Keynote - Unify the Mobile Journey
by Alex Austin, CEO & Co-founder at Branch
The mobile ecosystem has become highly fragmented with the proliferation of devices, operating systems, and big platforms. Join Branch Co-founder & CEO Alex Austin as he kicks off the conference with an in-depth look at the evolution of mobile fragmentation, and how the industry can work together to create a more open system while delivering a unifying experience for all end users.
Bridging the Mobile Blockades: How to Connect the Customer Journey Across Eve...Branch
The mobile customer journey is a bumpy one: different platforms, browsers, and properties are looking to keep your customer from leaving their experience, and these roadblocks mean that paving the way for your customer to get to you is a lot more difficult than it is on the web.
In this webinar, you’ll learn:
-How and why the customer journey is broken on mobile, and what it means for your adoption and retention metrics
-How to bridge those gaps and unify the customer experience to increase acquisition, conversions, and retention
-How to help your non-mobile teammates understand what tools you need to succeed
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...Branch
With U.S. consumers spending an avg. of 90 hours on their smartphones every month*, mobile devices have certainly become the focal point for all types of consumer engagements. According to Forrester*, 53% of enterprises using mobile to transform their customer experience have already realized significant positive financial gains.*
However, the cross-platform and cross-channel nature of the modern consumer journey also creates big headaches for brands: Where to start to enhance that journey and what data to dig into for optimization?
Join Tae Kim, Director of Partner Growth from Branch, and Richard Sgro, Director of Solutions from mParticle for an in-depth discussion on:
-Top considerations in building a successful all-around mobile journey
-User experiences that drive conversions for B2C enterprises on mobile
-The essential data layer to understand the consumer journey
-Case studies of effective mobile user experiences
*Forrester: Mobile Moments Transform Commerce And Service Experiences
Webinar: From k-factor to emotion: What makes an app go viral, and how do you...Branch
They said, “If you build it, they will come.” They lied. Pour your heart and soul into creating the most beautiful, user-engaging apps. Create content. Promote. Do everything you can, and still, you can’t fill the stadium. Why is virality so tough on mobile? How can we aim for virality ourselves?
Branch<>Forrester Webinar: Tackling Mobile Fragmentation: Do’s & Don’tsBranch
From user experiences to campaign measurement, mobile has introduced huge fragmentation across channels, devices, and platforms for many businesses — especially consumer brands. The situation is worsened by big platforms who are building “walled gardens” with changing standards and bewildering updates. As a result, it has become incredibly challenging for brands to devise effective mobile strategies. Join Branch CEO Alex Austin and guest speaker, Forrester VP and Principal Analyst Julie Ask for an in-depth discussion on how to tackle mobile fragmentation.
Branch<>Prolific Webinar: Building an Effective Mobile Growth StackBranch
With almost every 2 out of 3 digital media minutes spent on mobile*, it has become more pressing than ever for brands to devise an effective digital strategy to capture the mobile opportunity. However, navigating the sea of tools and services available is daunting, often times requiring cross-department collaboration and a painful process of trial-and-error to build the right mobile growth stack for your business.
We believe in the agile approach in tackling this challenge.
Prolific's Director of Strategy and Growth Al Harnisch and Branch's Chief Revenue Officer Eric Stein shares an in-depth discussion on the following topics:
-Key components of a typical Mobile Growth Stack for enterprises
-Examples of a great starting point vs a mature mobile growth stack
-The cross-channel/platform nature of the modern mobile consumer
-Best practices for mapping out your channel strategies to drive growth and engagement
-Case study of a major US retailer and their mobile growth stack
With a broken app discovery mechanism, mobile developers and marketers are left with very limited options when it comes to driving app growth. Breaking to the top charts is certainly one of the holy grails, especially for newer apps.
Branch CEO and co-founder Alex Austin and Apptopia co-founder Jonathan Kay take the audience for a deep dive into the Top 10 Apps across seven different non-gaming categories and dissect the common characteristics from the data and feature perspectives.
In this webinar you’ll learn:
-KPI benchmark of Top-50 Apps including: Growth Traction, Engagement, Retention, and MAU
-Most popular features from Top-50 Apps that drive organic growth
-Strategies to enhance app discovery such as app indexing, AMP, and Instant Apps
-Categories covered include: Shopping, Food & Drink, Finance, Dating, News/Magazines, Travel, Health & Fitness
Questions, please contact webinars@branch.io
Mastering Mobile SEO for Your Website and Native App (Portuguese)Branch
Venha aprender com Juliana Assunção e Branch as estratégias mais importantes que todo profissional de marketing deve estar ciente ao construir um plano de promoção para um app em qualquer etapa (lançamento, crescimento, top charts) e as principais métricas usadas no processo ASO.
Join Juliana Assunção and Branch to learn the most important strategies every marketing professional should be aware of while building a promotion plan for an app in any stage (launch, growth, top charts) and the main metrics used in ASO process.
The Science Behind Mobile Pricing and MonetizationBranch
Join Stanford faculty Lynda Smith and Dropbox's Monetization Expert Dexter Zhuang as they explain the science of monetization and how to structure an optimal pricing to maximize revenue. They'll focus on how brands can specifically win on mobile and lessons learned while implementing mobile monetization strategies.
How to Trigger Repeat Behaviors and Increase User Engagement Branch
According to Forbes, it is 6 or 7 times more costly to acquire a new user than retaining an existing one, which is why it's so important for brands to create experiences for their customers that encourage repeat behaviors. How can you improve stats like MAU's, session lengths, and opt-ins? In this webinar, Branch and Lehigh University professor Rebecca Wang will cover the ins and outs of user engagement on mobile. They'll present research behind consumer habits and share versatile tactics that can be harnessed into actionable improvements.
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!