eventbrite
ROLE
UX Research, UI Design, Motion Graphics
TEAM
Swapna Dhar, Kinshasa Wilson, Jaylin Pinguil, Samiha Aarashi
DURATION
4 months
TOOLS
Figma, Miro, After Effects, Illustrator
Overview
Eventbrite is a popular event and ticketing platform. Our goal was to enhance the Eventbrite app and the user experience by identifying user problems and introducing new features that solve these problems.
Problem
Eventbrite lacks features that focus on the community aspect of going to events, making the app seem purely transactional.
Solution
Eventbrite’s new features helps users plan with ease, discover events that feel right for them, and build lasting connections along the way.
CASE STUDY VIDEO
DISCOVER
Competitors
As we start to research, we identified the three top competitors and analyzed their strengths and limits.
Users like Ticketmaster because it is easy to use, often has partnerships with artists and venues, and is more trustworthy compared to other apps.
Users like to use Dice because of its easy ticket-buying process, and the chance to buy tickets to shows that are sold out.
People like Meetup because it is more community based. Users can join groups related to their interests or career and connect with others.
Empathy Interviews
We interviewed people that fit our proto-personas in order to identify key insights and pain points.
Here’s what we heard:
“The photos and the videos on social media look amazing and get my attention fast.”
“I’m able to explore the different cultures, try new things and just look around for anything interesting. It’s also great for being able to hang out with friends there.”
“Mostly through friends, Instagram, and sometimes TikTok. If an event is popular, it usually pops up on my feed. I’ll also check Dice sometimes, but usually, I hear about stuff first, then go look for tickets.”
DEFINE
Meet Our Personas
We created detailed personas based on our research and empathy interviews to better understand our users needs.
Karina Evans
Nightlife Lover, 24
Needs
Is only interested in going to an event if she knows what to expect.
How might we...
Give users the opportunity to share their experiences?
Solution → Vibe Check
A way for users to share their experiences and view reviews, ratings, and photos.
Alex Kim
Foodie Content Creator, 36
Needs
An easier way to plan group outings and buy tickets with his friends.
How might we...
Make it easier for users to schedule events with a group?
Solution → Vibe Check
A group chat that allows users to utilize AI to make planning for an outing easier.
Donte Thorne
Choreographer, 28
Needs
A better way to find and maintain contact with peers he meets at events.
How might we...
Help users make networking successful and more engaging?
Solution → Vibe Check
An ice breaker chat room that gives users the ability to connect and earn rewards.
DESIGN & DEVELOPMENT
Wireframes & User Testing
From the rough paper sketches, we moved onto low fidelity wireframes, constantly reiterating through usability testing and user feedback.
User Feedback
Users expected to see more information regarding events.
Users found uploading a schedule confusing.
Users wanted the icebreakers to be more customizable.
FEATURES
Vibe Check
Users can read insights about an organizer’s past events before purchasing a ticket. They can also rate, review, and answer polls during and after events to unlock rewards.
Problem
Users need to know the reputation of event organizers and venues so they can pick the safest and most popular event.
How it solves the user’s problem
Users are able to view past event turn out and share their own experiences, which manages their expectations and helps others get informed.
Let’s Plan
Users can create a group chat, set event time and day preferences, and use AI to figure out the best day to go to an event.
Problem
Users need an easier way to sign up for events with their group of friends while navigating schedule conflicts.
How it solves the user’s problem
Creating a group chat and having AI predict the best day to go based on everyone's preferences makes it easier to sign up for events as a group and allows friends to easily discuss their plans.
Keep in Touch
Through conversation starter icebreakers, users are able to connect with one another and foster long term relationships. Rewards and badges are given and go towards future event discounts.
Problem
Users wants to elevate their career growth through networking, and they need a way of connecting and maintaining contact with peers.
How it solves the user’s problem
After participating in Let's Connect, users can find people quicker and be confident going to events with users they meet. Maintaining his new contacts outside events also became more fun and engaging.
DELIVER
Design Systems
We reimagined Eventbrite as a space where people connect through energy and fun. The goal of this design is to create community and celebrate shared experiences.
TAKEAWAYS
Key Performance Indicators
Here's how we can measure the success of each feature:
Vibe Check
% of users who view Vibe Check before purchasing a ticket.
Reduction in event refunds or cancellations due to unmet expectations.
Let’s Plan
% of event sign ups that use Let’s Plan’s group scheduling.
Increase in multi-ticket sales from group purchases compared to solo.
Keep in Touch
% of users who report making a new connection with Keep in Touch.
Average number of messages sent through ice breaker chats.
Project Takeaways
Here’s what I learned:
Defining a problem
Spending time identifying the problem through user interviews, insights, and POV statements leads to clearer, more meaningful design decisions later on.
Iteration is essential
Prototyping, testing, and refining repeatedly taught me how much stronger ideas become when they’re challenged and reshaped.
It’s important to prioritize
Distinguishing between nice-to-haves and essential features for an MVP, and how to make tradeoffs that still support user goals are important.