Reporting Service
+50m
Attendees worldwide
+4m
Hosted events
+1m
Event creators
Eventbrite is the world's largest online event platform, powering over 4 million live experiences yearly. The insights gained from these experiences are invaluable, playing a crucial role in helping event creators grow their businesses.
For an entire year, our international team of 20+ individuals poured their passion into improving our reporting system, creating an unrivaled service for event creators across the globe.
Results
+50m
Attendees worldwide
Report creation from 10 min to
Download report from 20 to only
Report tickets in Help Center
2 min
3 min
↓24%
The context
In 2017, Eventbrite acquired Ticketfly, a leading ticketing platform that served music promoters in the United States and Canada.
The problem
Slow user migration to Eventbrite was primarily due to a poor reporting experience.
01
Low usability
Confusion with over 12 reports, dealing with unclear purposes and unwieldy, disorganized data tables.
02
Lack of granularity
Insufficient data access hindered precise insights, trend spotting, and decision-making.
03
High latency
Delayed feedback, slow loading times, and inaccurate information, all of which resulted in a poor user experience.
The discovery
Facing limited knowledge from creators.
The reporting system was not instrumentalized, so I collected dispersed but invaluable insights from the Customer Success Team and Help Center tickets, organizing them into an insights repository.
Breaking down the research into small chunks of information helped us to identify user behavior patterns more easily and efficiently.
Testing first assumptions
Building an MVP in 15 days
The challenge
Our challenge was to create an MVP within two weeks, despite our limited understanding of music creators' problems and preferences.
The solution
Since we knew little about our users, I decided to conduct interviews before the launch the MVP to ensure we weren't off track.
The result
Interviews before the MVP launch revealed that music creators needed quick insights. We introduced 'Totals' to provide immediate insights, which saved us development time later.
On the left, and old report difficult to manage and read. On the right, the MVP of the Sales Summary report.
Our validation
By grouping data into meaningful filters, creators could understand 80% of their event's performance.
The impact
This reduced the estimated reporting development effort by over 50%.
Long-Term Reporting Vision
Foundational research
The research identified the unique needs of music creators, prioritizing them before addressing commonalities to expand reporting for all event creators.
Multitask creator journey representing one of the most critical roles within the event life cycle.
What we found out
01
Music creators needed detailed ticket sales reports for informed decision-making.
02
Both music and other event creators valued efficient data sharing and collaboration features.
03
Music and other event creators shared core event planning needs for successful execution
Conceptualization
Crafting the reporting experience based on insights-driven design principles.
Experience Principle 1
Simplified data
for quick understanding, saving creators valuable time.
Experience Principle 2
Task flexibility
to cater to each user's needs at any moment and for every event.
Experience Principle 3
Business growth
through actionable insights and event information optimization.
Eventbrite new reporting experience
The new Reporting Service empowers creators to leverage their event data with enhanced visibility and usability, enabling them to make informed decisions for success.
Searching
Basic and filtered searches meet different user needs: basic for general queries and filtered for precise, criteria-based results.
Filtering
The new filtering system streamlines data selection, helping event creators identify patterns and trends for informed decisions.
Totals
Flexibility is a key feature of the totals module, allowing for the management of up to 10 different currencies for significant creators handling global tours.
Components of the search experience were later replicated across the entire Eventbrite design system
The new reporting experience accelerated user migration rate from Ticketfly to Eventbrite by 30%.
This initiative strategically positioned Eventbrite as a top-tier solution for end-to-end event management worlwide.
