stubhub logo.jpg

Project Goal:

Stubhub, an online marketplace for buying and selling event tickets, contracted Seneb to research and visualize a complete customer experience, both on- and offline.


The company was growing quickly and had recently concluded strategic work to define their vision for the next 10 years. Although the vision was clear, peoples’ role in implementing that vision was very fuzzy. To address this, the User Experience Design Manager commissioned the creation of a customer experience map to portray a single, unified understanding of the company’s target customers.

Detailed customer information existed, focused on specific use cases or topics, and existing within different organizational silos. There was no singular, united view of the company’s customer base, including a deep understanding of the customer’s experience throughout the entire lifecycle, or customer journey.


Create a simple, visual customer journey map to engage stakeholders at all levels and in all parts of the organization. This was accomplished by doing qualitative, task-based user research to create a user mental model, combined with quantitative customer data wherever possible. Key touchpoints along the journey were identified, highlighting company successes as well as opportunities for improvement.

Special care was given to creating a visual that could be understood and used by everyone in the company; a single, visually engaging poster that clearly identified journey segments, customer tasks, thoughts and feelings.

The Result:

The Customer Journey Map (or CEM as it was referred to), was adopted across the company and became a staple for organizing peoples’ work. Icons were created to represent each phase of the journey and added to presentations, documents, and other internal communication. Individuals used the map to indicate what part of the customer journey their work affected.


Story boards bringing the customer journey to life