StubHub – Seller Flow Redesign

stubhublogo

Senior Content Strategist

StubHub’s ticket-selling flow was driving sellers away due to vague copy, confusing UI elements, and unclear distinctions between ticket formats. I collaborated with product, UX, and A/B testing teams to rewrite and restructure seller-facing content, creating a seamless experience that increased conversion and user satisfaction.

Tools

Documentation & Writing

Sharepoint
PowerPoint
Google Docs
Microsoft Word
Google Sheets
Grammarly

Project Management

Jira
Confluence
Google Chat
Zoom
Teams
Asana

Project Goals

Clarify field names, descriptions, and selling steps for power users and casual sellers
Reduce drop-off and abandonment during the listing process
Improve seller comprehension of ticket types and delivery expectations
Optimize copy based on seller feedback and A/B test results

Deliverables

StubHub PortfolioDownload

Visual Artifacts

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Outcomes

Notable uptick in ticket sales post-launch of new content
Improved listing accuracy and delivery compliance
A/B test participants reported higher confidence and ease of use
Positive qualitative feedback: sellers described the new experience as “easy” and “clear”