How might Eventbrite redesign its event discovery interface to help users find more relevant events based on their interests and past attendance?

Introduction

Eventbrite's event discovery interface is crucial for connecting users with relevant events, directly impacting user satisfaction and platform engagement. To address this challenge, we'll explore redesigning the interface to enhance personalization and improve event recommendations based on user interests and past attendance. I'll structure my approach as follows: clarifying questions, user segmentation, pain point analysis, solution generation, evaluation, and metrics for measuring success.

Step 1

Clarifying Questions

• Looking at Eventbrite's position in the market, I'm curious about the current user retention rates. Could you share insights on user churn and how it compares to industry standards?

Why it matters: Helps determine if we should focus more on acquisition or retention strategies. Expected answer: Slightly higher churn than industry average, especially for new users. Impact on approach: Would prioritize improving the onboarding experience and early-stage personalization.

• Considering the evolving event landscape, I'm wondering about the balance between virtual and in-person events on the platform. What's the current split, and how has it changed in the past year?

Why it matters: Influences the types of discovery features we might prioritize. Expected answer: 60% in-person, 40% virtual, with virtual events showing steady growth. Impact on approach: Would ensure the redesign accommodates both event types effectively.

• Given the importance of data in personalization, I'm interested in understanding what user data Eventbrite currently collects and utilizes. Can you outline the key data points used in the current recommendation system?

Why it matters: Determines the scope of personalization possible and potential privacy considerations. Expected answer: Basic demographic info, past event attendance, search history, and category preferences. Impact on approach: Would explore ways to ethically expand data collection or better utilize existing data.

• Thinking about Eventbrite's broader strategy, how does improving event discovery align with other company initiatives? Are there any specific OKRs or KPIs tied to this project?

Why it matters: Ensures our solution aligns with overall company goals and can be measured effectively. Expected answer: Aligns with goals to increase user engagement and event bookings, with KPIs around time spent on platform and conversion rates. Impact on approach: Would focus on solutions that directly impact these metrics.