Product experimentation

01 · The challenge

Although StubHub being the market leader in the US, we had difficulties growing the business. While there was a relatively high output, the metrics were not moving. It seems we were not building the right thing.

I was tasked to create an Experimentation Framework and rolling it out Globally — a strong focus on validating ideas first before building them. If the experiment is a success, build small, then scale. Lastly, finding pockets of growth and stopping what doesn't work.

About StubHub

StubHub is a marketplace where more than 25 million users, seeking to buy or sell tickets for events they are passionate about. Our philosophy - to create great life experiences for their customers. We enable fans to buy and sell tickets to tens of thousands of events whenever they want, through our desktop and mobile experiences, including our StubHub app for iPhone, iPad, Apple Watch, and Android.

02 · What we did

Double down on customer focus - understand their needs, before jumping to the solution. Once having a solution in mind, first validating them with our users, before building. Basically creating early feedback and continuous feedback loops throughout the product life-cycle.

• Creation of Experimentation framework
• Pilot project demonstrating success, while learning and improving
• Train experimentation champions in all 3 development centres (San Francisco, Shanghai and Bilbao)
• Improve experimentation toolkit
• Scale experimentation framework to more Product teams

My role

• Product Manager
• Trained experimentation champions in all development centers
• Trained product teams using the Experimentation Framework
• Implementation of Experimentation tools
• Ad Hoc coaching and workshops

03 · Outcome

TODO for Rachid: results and what you learned. The old case study had no outcome section, so nothing is invented here.