[Case 01]
12.3% more CTR through mood based navigation | Eventbrite
Events+ E-Commerce
Adding a new navigation system based on user’s mood that would help them narrow down their search
[Project Overview]
Eventbrite is a global events marketplace that serves event creators and event-goers in nearly 180 countries. Since its inception, Eventbrite has been at the centre of the experience economy, transforming how people organize and attend events.
[Problem Statement]
Eventbrite is a global events marketplace that serves event creators and event-goers in nearly 180 countries. Since its inception, Eventbrite has been at the centre of the experience economy, transforming how people organize and attend events.
[Industry]
Events
[My Role]
Lead Designer
[Platforms]
iOS and Android
[research]
We noted down everything that we could gather from talking to users, conducting interviews and doing walkthroughs of the discovery phase and by looking at data. We focused on questions like
-What do users look for when trying to discover a new event?
-Why do users drop off from the discovery phase
-Why are users not able to find what they are looking for?
-Do users know about all the different kind of events being showcased in their area?
[insights]
-Consumers employ a multi-faceted approach to event discovery.
-Before beginning the discovery process on Eventbrite, consumers bring in criteria that fall outside of what we typically reference (e.g., date, time, location, price, etc.).
-Their current situation/mood/mental state also affects what type of event they are open to.
-After a long week of work, some consumers expressed a preference for events that are peaceful, relaxing, and restorative.
-Others mentioned the need for something more casual or laid-back to break up the monotony of the work week.
[set out to solve]
Currently, our recommendations and categories do not allow users to easily discover the event that might match their mood or vibe without digging into the details themselves. We need to give the users a better way to navigate and narrow down to events that match what they are looking for.
[hypothesis]
IF we guide users to explore events based on the mood or vibe that fits their situation THEN we will increase orders BECAUSE users will have the ability to choose events that are most relevant to what they need in the moment.
[concepts]
A special module within the home feed that prompts the user to select their current mood. This will then open a <modal, carousel, sub-page> with events from that mood category.
[key moods]
Mood collections will be created from categories and keywords in the event title. This was a separate exercise and collaborative work done with the Creator team. The creator team was working on a taxonomy project and hence this was a feasible lift for them tog et creators to add certain tags and names while creating the event.
The moods would change with season, trend, inventory etc.
[iterations]
[final designs]
[Outcome]
[Key Learnings]