UX STRATEGY
Stubhub Seatmaps: The Rescue Mission
Simplifying a complex ticket-buying experience under tight deadlines
ROLE
Strategy · UX · Visual
EMPLOYER
Stubhub
Background
StubHub’s event page was its most visited surface, generating $15M in daily GMS, yet the seatmap experience was failing users:
47% bounce rate, 2.5% conversion rate
Overwhelming, cluttered layout and irrelevant ticket information
Conflicting stakeholder opinions and an inherited failed design framework
Tight deadlines for a critical high-visibility project
“The layout is so hard to use, the information is hard to digest.” – User interview
“The layout is so hard to use, the information is hard to digest.”
My Role
As the lead designer (strategy · interaction · visual), I:
Facilitated stakeholder workshops and 1:1 alignment sessions to build a shared vision
Created an actionable research plan: data review, usability tests, and interviews
Developed interactive prototypes to accelerate feedback and decision-making
Balanced trade-offs between competing design directions under stakeholder constraints
Defined and delivered the UX strategy under an aggressive timeline
Key Solutions
Improved Usability
De-cluttered layouts and optimized for mobile best practices.
Prominent Filters
Full-screen takeover for easier zeroing in on relevant tickets.
Spilt screen layout
Allowed users to browse maps and listings simultaneously.
Contextual Highlighting
Dynamically highlighted seats as users browsed listings.
Impact on the business
5%
Increase in conversion
2.2%
Increase in GMS
80%
Completion rate on filters