Background

Eventbrite attendees use the event listing page; for event creators, it is the main entry point for the events they have worked so hard on. So much so that this page represented 70% of the site's traffic.

The mobile experience in the old listing was a non-optimal experience, with a different legacy stack (jQuery Mobile) from the desktop implementation. The desktop experience wasn't aging in the best way and shared a lack of accessibility with the mobile counterpart. This situation forced the team to maintain two codebases.

The solution was to create a new Responsive Web Design and to improve the conversion rates via experimentation and innovation. Our team mission was: "We are going to create a responsive, performant, accessible, and A/B testable listing page."

Role

The event listing was my first project for Eventbrite, and my role was to ship a UI experience that impacted the business metrics while creating a platform that would be foundational for the innovation in the listings page and supported many future features. I needed to design, build from scratch, and ship features like the ticket module, organizer contact, map, link sharing, add to calendar, save event, notifications, event RSVP, and friends that are going.

We worked in two-week sprints with a team of around 8-10 people, including a QA engineer, designer, frontend engineer, product manager, engineering manager, and several backend engineers.

Results

With this project, we raised customer conversion of the event listing by 45% on desktop and 100% on mobile web, affecting millions of users (6 billion of visits while I worked at Eventbrite).

We put a lot of care and focus into best practices, including code reviews, Sass for styling, ESLint linting, Jasmine unit, and an extensive suite of integration tests and E2E tests built with Selenium's Webdriver. We achieved a much better web performance and accessibility compliance, which made it a solid foundation for the years to come.

You can read more details about this project in this blog post.