The Process

The framework I used for this challenge consisted of 5 steps:

Guerrilla Usability Testing

To gain a little insight into where users struggle using the app, I went to Yerba Buena Gardens and conducted guerrilla usability testing. Guerrilla usability testing is cheap, quick, and can reveal important insights with just 5 users.

I gave each person three tasks to complete within the StubHub app:

1. Find cheap Hamilton tickets for a friend visiting in July
2. Explore some events you might be interested in attending on your trip out of town this weekend
3. Find the cheapest tickets to the NBA Finals

Organize and Define

I took down observations and things people said during their interviews. Each colored post-it/column represents a different user.

Then I grouped my findings based on similarities. This helped me define specific user pain points.

Now that pain points were defined, I needed to figure out which problems would be most important to fix. I created a 2x2 matrix to help me prioritize the most pressing issues based on what would be most important to the user and to StubHub as a business.

I decided to focus mainly on the event page. This is where the goals of the users and the business align--finding tickets quickly and easily. Most users got hung up after they had chosen their desired event. Viewing and organizing the list of different tickets seemed to be a problem for almost all of the users I tested. 

Understanding the User

It's important to understand your users, and their motivations. To dive a little deeper, I used USMO (Users, Situations, Motivations, and Outcomes) and Job stories.

From there, I created these two provisional personas to help guide the design process. These personas would be updated as we dive deeper and get a better understanding of the users.

Ideate

Task Flow

I analyzed the existing task flow for finding tickets to an event to better understand where in the process users are having trouble. I highlighted in red the area where most users struggled, and the area that I want to focus most of the redesign.

Existing UI

These are the two main screens that I want to direct my focus for the redesign:

Clickable Prototype & Testing

Once the High Fidelity screens were completed, I created a clickable prototype to test if my changes improved the usability and decreased confusion and information overload users experienced when trying to find tickets.

I used the first task from my initial testing so that I could compare results without introducing additional variables that could impact the results.

Task: You have a friend visiting the second week of July, and she wants to see Hamilton, but doesn't want to spend a lot of money.

Results