Melissa Cooper, Director of User Experience, Eventbrite at Warm Gun, Nov 30th, 2012

1. Designing for Pirates:
Hidden Treasures in the Purchase Funnel
Melissa Cooper

2. Three things designers and developers know about the purchase funnel
1. Highly protected
2. Closely monitored
3. Product Managers are nervous to change

3. Approach
Goal orientated design is crucial
• Define the optimal experience
• Provide measurement throughout iterations
• Speak to future measurement

4. Background
Focus on tools for organizers

5. Closely measured
Purchase
success
Call
volume
Funnel
Feature
use
Free
vs
Paid
Purchase
Funnel
Feature
use
Page
views
Exits
Next
page
Growth
Inbound
referrers
1st
Bcket
sale
New
buyers
Share
Discovery
Repeat
seller
Latency
Repeat
buyers
RecommendaBons
Organizer
promoBon

6. Invite users in

7. Order confirmation page

8. Order confirmation page
1. Largely neglected experiences
2. Boast the most eye balls
3. Leak massive traffic
4. Lost opportunities
What do you want your users to do next?

9. Most order confirmation pages look like this:

10. Most order confirmation pages look like this:

11. Fab.com: Clear confirmation & user advocacy

12. Sephora: Loyalty

13. Hotels.com: Account creation and order management

14. Amazon: Recommendations

15. Deeper user engagement
What do you want your users to do next?
• Develop a profile
• Share
• Manage orders
• Gain rewards
• Keep buying

16. Design goals for the future
Kick off objectives:
• Ensure confirmation is prominent and clear
• Drive users to My Tickets
• Promote event creation
Design exploration added a few goals…

17. Order confirmation page

18. The new design

19. Wrap up: The confirmation
• Respond early to the brief with design goals
• Use goals to measure design progress
• Launch & optimize
• Use findings to influence up stream

20. Thank you!
<3 your confirmation pages!