Design for pirates
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The document discusses a redesign project focused on improving order confirmation pages at Eventbrite to enhance user engagement. It highlights the importance of goal-oriented design and continuous improvement through measurement and optimization, showcasing a significant reduction in exit rates after implementing the new design. The ultimate aim is to leverage these pages to drive further user actions and influence the purchase funnel positively.
Design for pirates
- 1. Hidden Treasures in the Purchase Funnel Melissa Cooper
- 2. Design practices at Eventbrite 1. Share a recent redesign project 2. Strategies for new experiences 3. Talk about our process
- 3. Three things designers and developers know about the purchase funnel 1. Highly protected 2. Closely monitored 3. Product Managers are nervous to change
- 4. Approach Goal orientated design is crucial • Define the optimal experience • Provide measurement throughout iterations • Speak to future measurement
- 5. Background Focus on tools for organizers
- 8. 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?
- 9. Most order confirmation pages look like this:
- 10. What do you want your users to do next?
- 11. Deeper user engagement What do you want your users to do next? • Manage orders • Share • Gain rewards • Keep buying • Develop a profile
- 12. 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…
- 14. The new design
- 15. 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
- 16. Wrap up: The confirmation • Continuous improvement • Observe • A/B Test • Optimize • Influence the purchase funnel upstream
- 17. Thank you! <3 your confirmation pages!
Editor's Notes
- #9: And they provide designers with great opportunities to impact the business… don’t need to be expensive.
- #14: Boxy + a lot going on order confirmation message is at the top of the page and the confirmation details below a number of things Carrying through information such as when and where from the previous page that doesn’t really need to be there Really burried that call to action to “Go to My Tickets” Remember! We did this for a reason… and that is, that if an organizer wanted to they could customize this as though the buyer hadn’t left the organizers web site. But this page needs to do something different now….
- #15: Simplify! = reduce content and CTAs Consolidate the order information Promote event creation Organizer voice