Rethink Ticketing Ecosystem
One legacy tool, two very different sellers. Research led me to a bolder answer than a redesign: two products on one design system.
- Context
- StubHub acquired a point-of-sale system for professional sellers and brokers. It was complex, misaligned with seller workflows, and sellers were churning to competitors.
- Role
- Design Lead and design manager. Led end-to-end UX strategy and product vision, set roadmap priorities with Product and Engineering, and built the team’s design practice.
- Impact
- 76%of seller inventory managed in the first quarter2tailored products from one research finding1shared design system across both
One tool couldn’t serve both ends of the market
Discovery ran in phases: generative interviews with a range of brokers, shadowing their workflows across daily routines and sales cycles, then personas and a journey map.
The finding that changed the plan: small and mid-size sellers didn’t need a full point-of-sale system, and every extra feature slowed them down. Large brokers needed power tools, automation and inventory intelligence the legacy tool lacked.
I advocated for two tailored products, built on one design system.
Depth and automation
- Power tools and bulk management
- Inventory intelligence and market trends
- Manage tickets in seconds
Speed and simplicity
- Only the features they actually need
- Faster listing and easy onboarding
- A clear view of how the business is doing
Explore wide, test early with sellers
I brought designers, the PM and a content strategist into brainstorms to map the information architecture, then ran a design sprint with product, engineering, content and support to agree on the key flows: listing, pricing and inventory. Concepts went to the seller community before anything was built.
Two products, one system
Lightweight, intuitive and fast to learn
A focused app for smaller sellers, built around speed and ease: a dashboard that shows business health at a glance, and inventory they can manage without a manual.
A robust platform with depth and automation
Real-time sales summaries and trends, bulk management with filtering and tagging, and responsive layouts so brokers can work from the desk or the road.
How I led it
End to end
Owned the path from research and vision to concepts, design and launch, rooted in what sellers actually do.
Aligned the partners
Formed product strategy with cross-functional partners and set roadmap priorities through a lot of ambiguity.
One system, two products
A shared design system kept both products consistent and cut development overhead.
Built the practice
Managed and mentored the team, and brought the customer’s voice into cross-functional workflows.