AI Website CreatorProvides a spectrum of capabilities, from real-time market insights to AI-driven auto pricing, to enable the sellers to maximize their profits. It is a subscription-based service available to all sellers, small to large, with tiered capabilities to suit business needs, specific to the nature and scale of their businesses.
The purpose of Supply Intelligence Platform is to provide personalized data visualizations to help sellers understand market trends that their pricing strategies rely on. In doing so we would both create a new revenue stream from subscriptions to the tool and make sellers, especially brokers managing large diverse inventories, better informed in their decisions. The desired outcomes of Supply Intelligence Platform are there by to increase Enterprise Supply Revenue and optimize yield for our sellers.
This tool originally began as a pricing tool to compete with pricing services in helping sellers price their inventory. It has since evolved to providing market insights because seller interviews revealed that sellers are generally resistant to a 3rd party service managing their pricing and instead there’s much greater opportunity in making access to information & analytics that inform seller pricing easier.
After doing extensive brainstorming, I draw quick iterative sketches and jot down rough notes alongside them to begin fleshing out features and ideas.
During the first stage of research, I have gathered information of their daily work flow.
Seller journey I have gathered after talking to the users highlight their pain points in each stage of their experience.
This goes across the marketplace in general not just specific to StubHub and also regardless of the size of their business.
We have looked at one part of the entire journey. Majority of users spend time during pricing based on market trends and research historical data to gain insights for making pricing decisions. Our users expressed a huge need of acquiring the data. While this is done manually, the team learned that we can leverage StubHub data and monetize.
I have facilitated the pricing journey mapping session with PM and Engineering lead to understand why they do manually and why we need to do something about it.
- Users are frustrated because StubHub keeps information secret.
- Users are interested in popularity and perhaps some type of intel of past sales.
- Users want to make pricing decisions based on StubHub because of accuracy of data.
- Users monitor the orders and manually do all the transfers and keep on eye on prices.
To summarize, the key ideas for Supply Intelligence Platform are:
HMW: provide market insights to help the users to make informed decisions.
HMW: help the users to get personalized insights that fit their need.
HMW: make available StubHub real time data to build sustainably rich solutions.
WHO: Business Sellers, and Content Right Holders
WHAT: do not have or find it difficult to access real-time, reliable and deeper market insights and intelligent auto-pricing
WHERE: when they are deciding to acquire new inventory across CRH, negotiate deal pricing, and price/sell inventory on Secondary Marketplaces
WHY #1: to make better investments, maximize their profitability and grow their business
IF we develop a supply intelligence platform
THEN we will enable Sellers and CRH with insights to make effective decisions and automate pricing to grow their businesses while maximizing profits
BECAUSE we can leverage StubHub’s data, which is the most expansive and the best in the industry
Design principles I have employed for SIP is to make it efficient for our users to get the critical date upfront.
Make it usable by improving usability and streamline the key task flows.
Make it scalable so this tool and service can provide consistent experience.
By incorporating analytics to inform market statuses to make intelligent decisions.
Design role and permission based responsive web framework to support muti device but target the desktop to support the users main usage behavior.
Bring critical and most frequently used functionality upgfront
Improve usability by streamlining the key task flows and simple layouts
Design the experience that’s scalable for different types of sellers and provides consistent experience
Incorporate analytics to inform about businesses market statuses
I have gathered the core team members together to think from sketching the ideas and get the product idea and concepts. This sketching session got the team members on the same page and collaborate from the start rather than top down approach. Participants for the sketching session included some members who are part of Enterprise supply team who would eventually work with SIP as services.
Product direction change! Product scope change!
While working on the Pricing Tool, it brought to our attention that product’s direction had changed from simple single event analytics tool. We are pivoting to build full fledged intelligence platform. Hence, we iterated into Supply Intelligence Platform.
I saw that we needed to regroup and sketch it out again to look at a bigger picture of SIP within Enterprise Ecosystem.
SIP became part of bigger bet for StubHub’s Enterprise ecosystem called Enterprise Hub. There are 4 services within the ecosystem. Accounting, API, Distribution, and SIP. SIP is the first one that needed UI to build out. This MVP user flow starts from Enterprise Hub login to subscribing to SIP and linking StubHub account to get access to analytics of the events the brokers have tickets for. Until the entire Enterprise ecosystem is built, SIP is a standalone application and in the future, SIP will be a plugin service that brokers can use with any POS and or Service Providers.
This flow showed the outline of how this MVP will work with the entire Enterprise ecosystem.
Created wireframe as a way to focus on only necessary information to communicate with stakeholders and validate the design with the users. This gave good starting point for development and collecting feedback from users.
While I used mobile first approach, sellers had emphasized their day to day operations heavily utilize desktop and large monitor.
After I have established the strategy and structure for the design, I begin with hi-fidelity mockups.
Users behavior mimics day-trader or stock market brokers. When the design pivoted to use dark mode, they immediately understood the visual concept and started notice the information in the screen.
While the screen is full of information, more information was requested. For example, trend charts, which event is selling, do I need to acquire those events, how my inventory is doing, where can I expand.
Enterprise Hub Login
Subscription plan
Dashboard
Event & Inventory
Event detail & Sort by
Advanced search with Filter
Interactive prototype to circle back to users we have engaged while gathering requirements to get feedback.
Same comment we have heard from our users is “when can we use it because this will solve current issues and a lot of time to run our business.”
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