Rucha Humnabadkar

Ticket Buying Experience



iPhone app design


Lead Designer


September 2010

Stubhub is one of the world’s largest ticket marketplaces and connects fans with their favorite teams, shows and artists. 

I led a cross-functional design team to define and execute several critical projects at StubHub – launch of first mobile app, redesigned listing flow, checkout and search results. I successfully collaborated with product managers, engineers and business to finalize requirements, define use cases and create high fidelity mocks.


Fans wanted the ability to buy tickets to events while on the go, or on the day of the event without having to wait in long lines.


Create an easy to use ticket finding experience for iPhone and mobile checkout, enable users to quickly view tickets, by time, genre, artist during the finding experience and add favorites in iPhone.


Competitive analysis - Ticket master, and Razorgator for display of search results, seat selection, venue maps and order fulfillment.

  • Agile environment – worked with the product manager and engineers to define and design solutions on the white board and created user stories.

  • Rapid iterative testing – with paper prototypes to arrive at the best design options, followed by wireframes for the iPhone app and the mobile web checkout flows to test with existing and new iPhone users.

  • Laid out a mobile design strategy – for how the app and other entry points to StubHub’s ticket buying experience would integrate with StubHub’s mobile web checkout experience.

Design iterations – A lot of event information had to be communicated on each row of the upcoming events screen. I iterated on a few different information layouts. I iterated the most on the ticket selection and seat map screens as I had to make it very simple and quick for a user to find tickets in their price range.

Creating the StubHub mobile web checkout flow was challenging as it had to integrate with the native iPhone app. I worked closely with the engineering team to ensure a seamless experience was designed and executed.

Key learnings from research

- Testing proved that defaulting the upcoming events tab to show events in the near future were preferred than listing events by category.

- Users liked seeing a venue map.

- The price slider tested well as it gave users quick results on tickets available in their price range.

- Continuing to mobile web checkout did not deter users from completing the transaction.