AI Website GeneratorHow to bring in a cross-functional group to contribute fresh ideas, prototypes, and concepts. I have utilized two industry-standard innovation methodologies, Design Thinking and Lean UX, to quickly understand the user problem and ideate on solutions.
I have been working on four different Enterprise applications at StubHub and over and over again I have heard that the wireframe is needed in record time.
When Enterprise Ecosystem is our new big bet, I introduced the idea of Design Thinking as a foundation of the process.
I have worked closely with product manager and sr director of Supply product to bring team members together and dedicate time to participate to understand the user and get our creative approach to solve fundamental problem for our users.
# High level, the goal of the workshop was to use persona based scenarios to inform the team and create an efficient add tickets experience and ultimately lead to increase quality of inventory
# To evangelize design and educate the participants on design thinking.
# To empathize users pain points.
For preparation to Design thinking workshop, I have worked with User researcher in Spain to gather international seller feedback and understand their journey versus US seller journey. We have learned some differences in E2E journey per market, but their main pain point for running secondary ticket market is adding tickets that takes up a lot of time and effort to get them into the system.
Top 8 brokers in US
Remote moderated 1:1 interviews
Feedback gathered from Top seller support team
International seller interviews:
8 Spanish & 6 UK sellers
In-person & remote interviews
Feedback from International Supply Team
User segments are different from market to market based on the size. And also what they want in overall return on investment is different. Large brokers looking for yield management vs small to medium sellers wanting to maximize sell through.
Looking at existing add tickets user journey in 4 different StubHub tools. Commonly it is a multi step process to get the ticket in the system to show up on StubHub.
Research highlighted what the users do when adding tickets and where they do it. What is the differences between single tickets vs multiple tickets. How do they also add tickets if it is season tickets.
I exclusively Add Tickets from the inventory or events
I try to predetermine my settings but it is not what I set.
It slows me down too much.
Adding tickets, I go to Events and look for the event.
If we have tickets, then go to events with my tickets
When buying multiple games we don’t need to put invoice numbers per game. We want to buy continuously for a customer.
We do mass tickets as season ticket holder. Hope this will be automated based on past season tickets. Right now we have to do manually every season. Same seats for the past 10 years. Some kind of master season event.
Based on the team members understanding of Design Thinking Process, I paired team members from different functions to work on problem statements according to use cases.
- Adding single ticket
- Handling multiple tickets
- Adding season tickets
Given a worksheet with prompt helped people who have never written a problem statement to think and approach the problem more constructive way.
From problem statement exercise, we collectively came up with one final problem statement. This helped especially developers to understand the problem we are trying to solve and why. During the exercise, PM had mentioned that he had thought the team already knew the problem and it brought home to him that there was a huge gap in understanding the user. He became an advocate of needing to do this more often.
WHO: Our brokers
WHAT: Have the problem of efficiently adding tickets
WHERE: When they acquire inventory from different sources
WHY #1: All the process can be achieved with the minimal manual interaction possible and avoiding any possible human input error
WHY #2: While they can process large amount of tickets and input it in the system as quickly as possible.
How Might We exercise highlighted what StubHub’s current state of adding tickets and pinpoints that our users have.
This gave us an opportunity to collect idea from each team members and also highlighted that most of us had similar ideas.
We have distilled down to want and have and group them with the common theme.
Within the themes, ideas to address what users want and improve what we currently have.
HMW: Make add tickets fast by duplicating or cloning
HMW: Help by bulk add tickets
HMW: Support by scan or parse
HMW:Reduce fields when adding tickets
HMW:Provide draft or staging to speed up the process
Each member picked an idea from HMW and draw wireframes with how to solve the problems. This exercise brought teams to start thinking about the solutions and approaches we can take.
From the design thinking workshop, what our team have leaned is valuable to not only what we need to do but also why we need to address add tickets flow. The biggest gain from the workshop I see is that we Brought teams together. Their perception of design team has changed from pixel pusher to product thinker and advocate for our users.
The goal is to help brokers to list their tickets fast so they can do subsequent task of selling tickets such as adjust price and fulfill sales
Users wants to add tickets with minimum required fields
Purchase Order is not required for brokers because they have separate accounting
IF add tickets flow reduces a number of steps
THEN our users can add tickets quickly
BECAUSE they can add more tickets in less time
We need to do it more often
Great to be included in designing session
Icebreaker was fun
Great way to bring design thinking into all parts of our business
Collaboration is key to successful product
Looking at existing add tickets user flow in 4 StubHub tools and applying new approach to reduce number of steps to make it more efficient.
Remote and moderated interviews with 10 top brokers
Feedback
Overall design concepts were well-received by sellers.
Customizable fields while adding inventory would be easier in their workflow.
Automatically adding the inventory if bought from SH is a big ask
Pills to select data instead of dropdown is preferred
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