Eventbrite

Challenge

Eventbrite, a leading destination for people holding and attending events, asked Blink Interactive in early 2008 to re-design part of their website user experience. Blink focused on four main flows and pages within Eventbrite.com.

  1. Registering for an event
  2. Creating an account and event
  3. Home page
  4. Site templates

Eventbrite sought to achieve several important goals through this redesign project:

  • Improve overall site usability
  • Increase event ticket volume
  • Increase new account sign ups
  • Increase the number of events published
  • Increase the site’s “wow” factor
  • Minimize steps and harness the “power of defaults” to guide users
  • Create a higher level of professionalism

Additional user experience goals for the system included:

  • Make Eventbrite as easy to use as other popular consumer websites – so easy and self-service that users don’t need to pick up the phone and contact support
  • Create a quick and compelling sign-up experience for event attendees
  • Provide easy event page publication, supported by powerful management tools
Blink’s Approach

Based on user needs and Eventbrite’s design and business goals, Blink’s interaction designers created a series of wireframe prototypes to illustrate new workflows and pages for the priority areas. The prototype went through many reviews and iterations as Blink collaborated with the Eventbrite team. The final design captured the user and business requirements, while making the workflow and user interface easy and intuitive for people creating event pages.

Two examples of Blink’s design solutions include:

  • Mirroring the event creation page with the final event page so that users don’t have to imagine the outcome as they are creating it.
  • Moving important business entry fields, such as: Event Title, Ticket Information, and Event Description into the main content area for added emphasis.  This also provided the best placement to promote ticket sales – the most important driver to both the event creators and Eventbrite.

Eventbrite setup This screen allows users to enter event details as they will appear on the event page.

To ensure that all entry fields would appear on one page, Blink used pop-up windows for additional information entry. For example, if a user wants to add a different ticket type to an event, the content appears in a pop-up window rather than lower on the page.

Additionally, the redesigned site allows users the flexibility to choose a theme or color palette to customize their event page. Providing different color palettes offers flexibility and individualized designs while minimizing distractions. We wanted to “offer our customers pre-set layouts and designs that made it fast and easy to create an attractive event page,” Eventbrite CEO Kevin Hartz said.

Eventbrite theme selection New Customization Tool: Users can choose from different themes on their event page, allowing creativity, flexibility, and usability.

Eventbrite original customization options Original Customization Options: The original page customization allowed users too much flexibility. Pages were poorly designed and unusable in some cases due to color combinations.

Results

Eventbrite has gone from a small start-up to a household name in the event industry.  Satisfaction rates among the site’s various user types are high. Ease of use is still Eventbrite’s main differentiator as seen in the site’s current tag line, “Events made easy.”

“A ticketing company dedicated to serving event organizers of every size and type has to be easy to use. Blink’s user centered design process helped us ensure that our customers would have a delightful experience.”
– Kevin Hartz, Co-Founder and CEO, Eventbrite