Endeavor: 0-1 Digital Transformation

Summary: At Endeavor, Krisha initiated an end-to-end digital transformation for the Paris 2024 Website and the FIFA 2026 website. With Paris 2024, she led the UX research and findings and synthesis to determine which feature to prioritize and leverage for the MVP redesigned product. With personalized recommendations, an updated checkout flow with reduced forms, and additional details for purchase, she increased the "Add to Cart" by 42% and increased site engagement by 11%. Krisha also led the FIFA World Cup 2026 website and integrated the backend systems into Secutix and designed the frontend with the UX team. Recorded sales record of $30M for pre-sale hospitality tickets.

Project: I led Endeavor's Digital product strategy, vision, and execution for Web and Mobile Applications. The goal was to iterate on a new version of the Paris 2024 Olympics website to increase conversion and customer enagagement.

About Endeavor: Endeavor creates premium experiential hospitality, offering ticketing, curated guest experiences, live event production, and travel management across sports, entertainment, fashion, and cultural events.

Project Scope: I headed Endeavor's iteration on the Paris 2024 Olympics website. I focused in on the existing metrics as well as qualitative insights from users as to challenges with the purchase process as well as understanding how and when they shopped.y understanding their buying behaviors, I was able to discern the needs of users as well as the improvements and iterations to be made.

What I Did: I initiated the UX process to understand the pain points from the current customers who used Ticketmaster digital properties to purchase their tickets. I witnessed their purchase behavior for both high demand, low demand and resale events to understand how they interacted with the platform and what their largest pain points were. We synthesized the data from the customer interviews and identified areas in which we could then optimize the product and leverage A/B testing to validate our solution. We worked with the Maps API team, the product design team, and our frontend engineering team to map out a timeline. We also understood the primary goals of the business as well as the key success metrics.

Process: I worked with the team to identify the bodies of work which included developing the new maps service, integrationg with a 3rd party for the view from seat functionality, bringing forth the Open GL rendering solution for the ability to pinch and Zoom. I worked with engineering to break down the work into stages where the initial focus was on GA, then ticket types and, finally on resale. I attached milestones and timelines to each of these phases to better identify with the scope of work, resources and feature sets attributed with each release. By partnering with design and engineering, we were all clear on the focus and execution of every phase to ensure the backend work was in line with the frontend work for delivery.

Results: The end result of the new interactive seatmap was significant. We increased Android YoY MAU's by 22%, YoY site conversion increased by 25%, YoY tickets sold increased by 26%.