Designed an improved experience to enable Eventbrite creators to better manage their event on Facebook.
Eventbrite has worked closely with the Facebook events team for a number of years now to further deepen and scale the integration between the two platforms and drive growing sales of Eventbrite creator tickets on the Facebook platform.
While we’ve made great progress, one of the areas that we believe we can make greater progress on has been the adoption rate of the feature by Eventbrite users for eligible tickets.
After an event creator builds their event and publishes it to the Eventbrite destination, there are ways to boost visibility and ticket sales. The partnership with Facebook is all about building a bigger community and bringing people together through experiences.
Creators have the option to add their event onto their Facebook business page, giving people the chance to get notifications about events and a way to purchase tickets — without ever leaving Facebook.
With all redesigns, we must first learn about the feature’s user and business goals, demographics, recurring friction points and areas of opportunity. Compiling all of the in-depth learnings will provide better outcomes with informed decisions.
What the tool looked like before the redesign
My trello board to stay organized during research
Together with my teammates, we flew to Medoza, Argentina to run a design sprint with the engineering team there. I saw this as a way to grow the team’s partnership as a whole and prioritize empathy for event creators using this tool.
1-year goal: 40% - 70% adoption rate / 20% tickets
5-year goal: 90% adoption rate / 50% from Facebook
Mindful design goals:
Simplify publish flow
Better communication to the users
Support high frequency users (music/sales)
The team working on the heatmapping exercise
In the new design, we focused on ways to increase adoption and clarity of this marketing tool. For that to happen, we determined that with guidance and using the stepper component, creators felt at-ease because connecting to Facebook was a huge friction point. Showing that there were only 3 steps to start using this free tool helped with conversion and increased interest in the tool.
(Full flow to be presented upon request)
Through testing with users and iterating, this design launched
With the successful numbers during the ramp up, we launched the new design globally and have been seeing success in our data.
The team and I were able to design an experience to deliver results. There were refinements came later after building the MVP. What I would have done differently is improve eligibility rates as well, which was a technical constraint. For example, an online event would be ineligible to be added onto Facebook due to its API constraints for needing a set location.
Shared understanding is extremely important when working cross-functionally and as a global team. Being together from start to finish is something that cannot be replicated through Slack, but rather a tool you can use as a designer to build empathy and relationships.