High demand events are often published well before tickets are actually on sale for that event. When users navigate to an event that is not yet on sale, they have no course of action. For this project, I was responsible for building a responsive web feature that let consumers remind themselves of a high demand on sale via email.
The dead end
A user gets notified when an organizer publishes an event, but when they click through immediately, that event isn’t on sale yet. They have no course of action, a dead-end, when they go to the listing page...frustrating. We are plugging this hole in the experience.
Never miss out
High profile music clients often publish events before tickets go on sale to generate hype for the on sale, drive demand, market the event before the sale, etc. When these events do go on sale, think Burning Man or Outside Lands, they sell out very fast. Users want to be reminded to purchase tickets and they are often needing to remember on their own; from memory or through a calendar reminder. This process makes it easier.
Increase drivers of retention
Add the ability to follow organizer if a user comes to an event that is sold out (“never miss another show”) or if the event has ended. When a user follows an organizer, they get emails when the organizer publishes new events. We know follow drives more retentive users from these notifications.
Mechanism for growth
Users can’t follow or get reminders if they don’t have an account with Eventbrite. We also looked at delaying signup until the purchase flow to reduce friction on a proven hook as well.
Remind me allows us to recommend high quality events based on the demand we are seeing even before a single ticket gets sold.
Part 1—CONSUMER SIDE
Being reminded of an event onsale is one of many notifications in the act of saving an event after it is published.
We wanted to tie remind me to save so users get a cascading effect of other notifications.
Reasons for this:
They are interested in purchasing tickets, inherently that’s what remind me is
We use heart for gauge user interest
Whenever someone saves, they need a place to manage saves and go back to purchase
Where do users prefer to take the “remind me” action?
If it’s hidden in our checkout flow, can they find it? Will they navigate into it?
When the reminder is set, do users get the association to a heart, is the interaction after being reminded enough to make that connection?
If we place follow organizer into this flow, how much friction will that introduce, if any at all?
Users preferred when remind me was on the listing when landing
Clear explanation for why they can’t see a tickets button was preferred near the CTA
Users loved the feature and mentioned it was missing in previous experiences they’ve had on other ticketing sites.
Part 2—Organizer side
Remind me ties closely with purchase status, which is set by the onsale dates and times of tickets created. This status is managed on the organizer tool by a different product team.
We only have the statuses “Not yet on sale” and “Sold out” right now.
Users have to click into an ambiguous detail button to see onsale dates unless otherwise noted in the description of the event
Organizers can control a setting to hide or show whether users can access the ticket details button before tickets go on sale. Sometimes users see “Not yet on sale” but can’t see when the sale is.
Organizer improvements from testing:
We want to associate purchase status and onsale date to the remind me button. Close proximity will relate the two in the consumers’ eyes.
Through testing, users didn’t want to click into the “Details” page and often didn’t know what it meant. It was important to change to “Tickets” even when they aren’t on sale.
Coordinating with other teams:
I worked closely with team updating purchase status and negotiated scope from each side: consumer and organizer. Before this project, Ticketing and Consumer business units did NOT interface together much. This was the basis for breaking those barriers and this set a precedent for how we can work together across business units.
Granular details when shipping
Level up the follow feature which was proven to drive retention
Better translations with our translation service so we can fit the CTA string on mobile and small desktop sizes with alignment consistency
GDPR compliance when opting in to follow organizers
Coordinated with other junior designers working on “Like”
Solved the GDPR once, for each action as required by legal
Coordinated the teams to make a consistent experience for first time likers
Simplified the flow: like/follow > sign up > login > complete action on saved/followed item
Adding a “remind me” with push notification in the app lessens the heads up time and drives immediacy
Adding “remind me” on the cards, specifically for music events, will reduce friction to navigate to a listing page.
Adding “remind me” in the checkout flow. Often times a user may be linked directly to a purchase page (which is where they enter promo/presale codes before onsale) and would need a “remind me” action there as well.