Expanding Ticket Options
Client:
Study Design:
My Role:
Date
Location
Eventbrite
Mixed methods A/B testing
Lead UX Researcher
December 2024
Remote
Team:
1 Principle Designer, 1 Designer and 1 lead UX Researcher (me)
Executive Summary
A mixed methods A/B test aimed at reducing high refund requests caused by an ambiguous date/time selection process. The research validated certain design improvements that decreased time on tasks and increased user confidence.
BACKGROUND
User Problem & Key Challenges
User Problem: High refund requests stemmed from two issues: ambiguous date and time selection process and a swift checkout that did not include date and time verification
Challenge: This project was done within a month of my start date with Eventbrite
Research Questions & Hypothesis
1. Do the options designed enhance clarity and understanding?
2. Do the new designs maintain fluidity across the user's checkout journey?
3. Are the newly designed "urgency cues" noticeable and do they drive motivation
Hypothesis: If we redisign the checkout journey with increased clarity on date and time selections, then refund requests will decrease because users will have gained control and awareness of their selections before checkout.
METHODS
Participants
Target Sample:
Users 18-65 with prior experience purchasing tickets in any event platform.
Users who are more familiar with the average ticket purchasing process would know what information is essential before checkout.
Recruitment:
A total of 17 users were recruited remotely through Dscout
Study Design
A/B Testing
Users alternated starting with one of two designs that showcased design changes on the event page, calendar, and checkout page. In each, they were tasked with purchasing a ticket.
Time on Task
This was collected to understand how the new designs affected the user's journey. Reduced time implied less confusion.
Qualitative feedback
Post task discussion revolved around what went well and where the design created confusion
Analytics & Presentation
Analytics
Averages were extrapolated from each condition for Likert scale scores for perceived ease, comfort and sense of natural flow as well as time on task
Presentation
A slide deck was shown to the team and leadership together
RESULTS
Findings
1. Both new models incrased the clarity of ticket options.
2. user's confidence in the selections they made increased too 100% as opposed to 53% when running through the current state.
3. The new models decreased time spent editing date and time from an average of 1:49 min to 0:53-0:56 sec with the new designs.
4. All users noticed the new urgency cues and agreed it created a sense of "urgency"
Impact
Based on recommendations made, the team adopted a calendar view, increased visibility of some designs and incorporated urgency cues to the checkout process.
This project created a strong relationship with the Principle designer that paved the road for future research.
The team requested I share this project with leadership.
REFLECTIONS
Lessons
This was my first demonstration of the benefits of using a mixed methods approach in a heavily qualitative environment. However, limited resources and low bandwidth would soon test my ability to drive change.
A lot of this work had to be done on my own time to effectively drive the impact I knew we needed. Within a year, I'd built close ties between analytics, market research, and UXR, created a tool audit to map our quantitative data resources, and began advising fellow researchers on quant methods.
a view of each condition tested against the current view
Users did not feel confident in their date and time selections
shows the impact of the new designs on users time spent on each task
a view of each condition tested against the current view