Design for pirates
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Transcript of Design for pirates
Hidden Treasures in the Purchase FunnelMelissa Cooper
Design practices at Eventbrite
1. Share a recent redesign project
2. Strategies for new experiences
3. Talk about our process
Three things designers and developers know about the purchase funnel
1. Highly protected
2. Closely monitored
3. Product Managers are nervous to change
Approach
Goal orientated design is crucial
• Define the optimal experience
• Provide measurement throughout iterations
• Speak to future measurement
Background
Focus on tools for organizers
Invite users in
Order confirmation page
Order confirmation page
1. Largely neglected experiences
2. Boast the most eye balls
3. Leak massive traffic
4. Lost opportunities
What do you want your users to do next?
Most order confirmation pages look like this:
What do you want your users to do next?
Deeper user engagement
What do you want your users to do next?
• Manage orders
• Share
• Gain rewards
• Keep buying
• Develop a profile
Design goals for the future
Kick off objectives:
• Ensure confirmation is prominent and
clear
• Drive users to My Tickets
• Promote event creation
Design exploration added a few goals…
Old confirmation page
The new design
Steep decline in exits
We launched on the 18th of December
- Day before ~60% exit rate
- One week later on Christmas Eve ~45%
- Another week later (just two days before
NYE) ~40%
- Today it remains 40% - 50% depending
on the day of the week
- Lowest exit rate is on Saturdays
Wrap up: The confirmation
• Continuous improvement
• Observe
• A/B Test
• Optimize
• Influence the purchase funnel upstream
Thank you!
<3 your confirmation pages!