StubHub Messaging

Part of my 6-month contract with StubHub involved an overhaul of their transactional email system. While the development team was upgrading to a new CMS for emails, my job was to rewrite and redesign the HTML messages triggered automatically to sellers & buyers during ticket sales.

This was an amazing project because it allowed me to act as project manager, content strategist, and ux designer all at once. Tasks included:

Creating StubHub's first email inventory and running weekly email scrums;
Redesigning the HTML from the ground up, with updated logo treatment, headers, footers, even new buttons and links in StubHub's upgraded color scheme;
Rewriting each email to be shorter, easier to scan, and more usable to the customer.

(Below) Example of redesigned/edited email sent to a seller.

More than just a content strategy project, the transactional email overhaul involved designing a whole new system of wireframing. I moved us out of the dark ages of Microsoft Visio and into clean Sketch files that were friendly to our developer… — More than just a content strategy project, the transactional email overhaul involved designing a whole new system of wireframing.
I moved us out of the dark ages of Microsoft Visio and into clean Sketch files that were friendly to our developers. Then I edited each email to speak more plainly and simply to customers, with a friendly and casual voice and tone. (Click images to enlarge.)

Along with the content overhaul of these messages, I developed the first working process for producing new emails from start to finish. I identified process gaps and worked with product management to refine and improve over time.