Creating a StubHub primary ticket sales experience for Joshua v Klitschko
StubHub is set up for ticket resale, not the intense demand of a major event onsale. How could we make things work for Joshua v Klitschko, one of the biggest fights in boxing history?
StubHub UK forged a partnership with Matchroom Boxing, landing the job of primary ticket seller for Joshua v Klitschko.
StubHub's 55,000 ticket allocation of the 90,000 total was expected to sell out in about 1 hour.
Figuring out the user experience
With me in content / UX working with the product, partnerships and supply teams, we figured out how to get StubHub to operate like a primary (and resale) ticket seller, handle the numbers and give customers a great experience.
It involved a queuing system and an intricate set of pages, some designed to look like the regular StubHub browse flow, released at scheduled times before, during and after the onsale.
Creating page designs
With a general concept battened down, I:
designed content and UX for a new linchpin price point selection page
fleshed out and documented the user journeys and page release schedules, creating accompanying visuals and content - invaluable in helping us understand what would happen when and getting partner sign off
managed page visual design, development and QA across 3 time zones - UK, India, USA
collaborated on the step by step ticket sale playbook
managed content deployments including critical onsale releases
With a massive team effort it all totally worked. We used the same system for Capital FM Summertime and Jingle Bell Ball primary ticket onsales, and more Anthony Joshua events.
In my time at StubHub this experience handled $17 million in sales.
I received a StubHub award for my efforts.
Mapping out the buy flow pages
Ticket selection page prototype
Visual design prototype (produced by the designer)
Mobile design specification for the front end developer (produced by the designer)
The team in action during the onsale - that's me on the right