Ticketing for Hyperlocal University Networks
Creating a socially-proofed ticketing network empowering hosts to boost transaction rates and helps users discover events with their friends.
Overview
Poppin is a ticketing platform that connects students to hyperlocal events within their university networks. As product lead, I directed the design and branding overhaul across the mobile and  web app experiences, ensuring a seamless experience across all touch points and user processes.
My Role
Product Lead — Product Design, User Research, Information Architecture, Visual Design, Product Management, Stakeholder Translation
Team
Ben M, IOS Developer
Rahul C, Backend Engineer
Sonav A, Front-End Develoepr
Demirhan A, IOS Developer
Kirsten K, Design Intern
Timeline and Status
5 Months, Launched in September 2023
Outcomes
Following a successful fall launch, Poppin grew to 100,000+ users, secured $2,000,000+ in seed funding, and built a social following of 40,000+ across California universities.
CONTEXT
Creating a new marketplace
The demand was loud and clear
Our MVP was a simple bulletin board of of local events. We saw significant demand in our initial university network, bootstrapping 10,000 users. The main learning was that students are willing to attend events, but not aware of possible options.
THE PROBLEM
Discovering deciding factors for attending events
An easy way to spend time
I learned quickly that most college students were willing to gain awareness of events to socialize with others. Gathering information was as simple as walking around university areas and conducting interviews on the spot. For existing users, I questioned how their experience could be improved.
Attendee Questions
How do you hear about social events?
What information about events is important to you in deciding whether to attend?
What types of events or activities do you like to attend with yourself or others?
How far in advance do you typically look for events or activities?
KEY INSIGHT
Students decide which events to attend based on what their friends are doing prior to considering other factors.
Perfecting Point of Sale
Three primary questions informed my design strategy:

1. What types of events are people looking for?
2. What contexts do students commit to events?
3. How can you increase brand loyalty?

Understanding different factors that shape users' progression through awareness, interest, decision-making, consideration, action, and loyalty was crucial.

I mapped all potential concepts and translated them into a framework that encompasses a range of spectrums and scenarios.
This spectrums framework is adopted from Simon Pan’s Uber Redesign, providing base spectrums that users of all mobile products experience. I have adapted this framework for the decision-making contexts of our target user through their user journey.
A simple utility with friends
We tested how effective the organizational user goal was by hosting different social events such as poker nights and dorm kickbacks. I saw how previously unconnected individuals (user nodes) became integrated into a larger social network. Friends of friends meeting friends.

This allowed us to assess the utility of our approach in fostering connections among users atomically, learning that awareness led to participation.
Understanding host needs
Regardless of if a host uses Poppin to organize their event, there was high likelihood that it takes place. My design strategy centered around these two goals:
Goals
Onboarding groups that already throw events in university networks
Let hosts find the right people for their events using our network
These were some of the questions I asked to understand hosts’ needs and motivations:
Host Questions
Why did you host your last event?
Who attends your events?
How do you decide if an event is successful?
How do attendees hear about your event?
How do you plan how many people may attend?
KEY INSIGHT
Hosts' two main goals are to make money and spread awareness for their organization
Before designing a host experience, it was important to define the specifics surrounding a successful event. Hosts’ high-level goals were dependent on these specifics, so it was important to understand how we could improve clarity through our product’s service.
TEAM MANAGEMENT
Executing in a tight timeline
A sprint and marathon in one
Seed-round fundraising timeline was fast approaching. At the same time, we needed to execute a successful launch for the start of the university academic calendar by increasing network density at universities we were already in. I based my approach around cross-functional understanding of value risk, usability risk, feasibility risk, and business viability risk.
The ideal product workflow
We needed to ship a new version of the IOS app, create a new web experience for our non-exclusive hosts, and re-write a new backend for scalability. Different product goals relied on different cross-functional collaborations, meaning we needed a malleable and simple way to maintain progress.
STRATEGY
A competitive market thriving on utility
Differing goals and core actions
Some common trends were scattered among our competitors of varying scale:

1. Create personal event pages to share with friends
2. Create events to sell tickets to the platform's network
3. Enable host-side tooling and organization
Leveraging college networks
Poppin’s unique value was in its first-mover advantage within hyperlocal college networks. I needed to afford high network density so a user has the ability to make a decision based on what their friends were doing and what they would be interested.
‍
‍This relies less on a pre-defined personal event ahead of time and more within getting different user nodes to connect through public event signups.
PRODUCT LED GROWTH
Enabling a network to form around events
Guiding Design Principles
My goal was to create a seamless experience for users in selecting an event and completing their ticket purchase. I aimed to maximize the number of friends on the guest list to encourage users to buy a ticket, leveraging social connections to enhance motivation.
Connectivity
Use social validation and proof to increase ticket transaction rate
Simplicity
Clarity from browse to purchase
Onboarding funnel
Users would be funneling in from different sources such as event shares, the web platform, and our social media channels. Joining the mobile app establishes a user context of joining Poppin’s network — users could now see which of their friends are going to the same events.
Browsing architecture
Early feedback exposed gaps in information clarity during event browsing and consumption. It became essential to ensure accurate information disclosure and multiple classification, enabling users to make informed decisions about which events to attend.
Host Tooling
I designed with a focus on simplicity for common processes, such as managing guest lists, to ensure tasks could be completed efficiently. Additionally, I introduced clear and observable base metrics that provided hosts with valuable insights throughout the event lifecycle. This approach improved clarity, enabling hosts to better manage and optimize their events and future events.
Event Details
The main issues impacting transaction conversion rates in our MVP stemmed from inconsistencies in information hierarchy and usability across the event creation, ticket creation, and purchasing processes. To address these, I took a modular approach to the information, refining each process to improve clarity and cohesion. Below, I highlight the endpoints of these processes and the solutions introduced.
WEB OVERHAUL
Converting non-exclusive host networks
Establishing base features
Non-exclusive hosts used the web platform to execute transactions through their networks. While the web experience needed to support core functionalities like browsing and purchasing, it also served as a  funnel. The objective was to leverage the website to convert web traffic into mobile app users, where enhanced functionality was available, enabling hosts to better engage and target potential attendees.
RETROSPECTIVE
Launching into Seed
A SUCCESSFUL SEED
Poppin successfully raised a $2,000,000 seed round from multiple institutional and angel investors after launching across the UC Network.
Project Takeaways
Cross-Functional Collaboration is Key
Successful execution requires aligning stakeholders, developers, designers, and marketing teams toward a shared vision.
Balancing Speed with Scalability
Speed to market is as important as planning for scalability. Early decisions around product architecture can significantly influence long-term growth and stability.
The Power of Community Building
Engaging early adopters and fostering a community provides valuable feedback, drives adoption, and creates organic advocacy for growth.
CURRENTLY READING
The Cold Start Problem
Articulating Design Decisions
Thinking with Type
CONTACT
Email
LinkedIn
Instagram
WHAT I'M UP TO
Learning Pickleball
Supporting Chelsea F.C.
Practicing my Carrom game
Pritish Patil
Work
Info
Resume
Ticketing for Hyperlocal University Networks
Creating a socially-proofed ticketing network empowering hosts to boost transaction rates and helps users discover events with their friends.
My Role
Product Lead — Product Design, User Research, Information Architecture, Visual Design, Product Management, Stakeholder Translation  
Team
Ben M, IOS Developer
Rahul C, Backend Engineer
Sonav A, Front-End Developer
Demirhan A, IOS Developer
Kirsten K, Design Intern
Timeline and Status
5 Months, Launched in September 2023
Overview
Poppin is a ticketing platform that connects students to hyperlocal events within their university networks. As product lead, I directed the design and branding overhaul across the mobile and  web app experiences, ensuring a seamless experience across all touch points and user processes.
Outcomes
Following a successful fall launch, Poppin grew to 100,000+ users, secured $2,000,000+ in seed funding, and built a social following of 40,000+ across California universities.
CONTEXT
Creating a new marketplace
The demand was loud and clear
Our MVP was a simple bulletin board of of local events. We saw significant demand in our initial university network, bootstrapping 10,000 users. The main learning was that students are willing to attend events, but not aware of possible options.
THE PROBLEM
Discovering deciding factors for attending events.
An easy way to spend time
I learned quickly that most college students were willing to gain awareness of events to socialize with others. Gathering information was as simple as walking around university areas and conducting interviews on the spot. For existing users, I questioned how their experience could be improved.
Attendee Questions
How do you hear about social events?
What information about events is important to you in deciding whether to attend?
What types of events or activities do you like to attend with yourself or others?
How far in advance do you typically look for events or activities?
KEY INSIGHT
Students decide which hyperlocal events to attend based on what their friends are doing prior to considering other factors.
Perfecting point of sale
Three primary questions informed my design strategy:

1. What types of events are people looking for?
2. What contexts do students commit to events?
3. How can you increase brand loyalty?

Understanding different factors that shape users' progression through awareness, interest, decision-making, consideration, action, and loyalty was crucial.

I mapped all potential concepts and translated them into a framework that encompasses a range of spectrums and scenarios.
This spectrums framework is adopted from Simon Pan’s Uber Redesign, providing base spectrums that users of all mobile products experience. I have adapted this framework for the decision-making contexts of our target user through their user journey.
A simple utility with friends
We tested how effective the organizational user goal was by hosting different social events such as poker nights and dorm kickbacks. I saw how previously unconnected individuals (user nodes) became integrated into a larger social network. Friends of friends meeting friends.

‍This allowed us to assess the utility of our approach in fostering connections among users atomically, learning that awareness led to participation.
Understanding host needs
Regardless of if a host uses Poppin to organize their event, there was high likelihood that it takes place. My design strategy centered around these two goals:
Goals
Onboarding groups that already throw events in university networks
Let hosts find the right people for their events using our network
These were some of the questions I asked to understand hosts’ needs and motivations:
Attendee Questions
Why did you host your last event?
Who attends your events?
How do you decide if an event is successful?
How do attendees hear about your event?
How do you plan how many people may attend?
KEY INSIGHT
Hosts’ two main goals are to make money and spread awareness of their organization among their attendees, potential members, and the public.
Understanding host needs
Before designing a host experience, it was important to define the specifics surrounding a successful event. Hosts’ high-level goals were dependent on these specifics, so it was important to understand how we could improve clarity through our product’s service.
TEAM MANAGEMENT
Executing in a tight timeline
A sprint and marathon in one
Seed-round fundraising timeline was fast approaching. At the same time, we needed to execute a successful launch for the start of the university academic calendar by increasing network density at universities we were already in. I based my approach around cross-functional understanding of value risk, usability risk, feasibility risk, and business viability risk.
The ideal product workflow
We needed to ship a new version of the IOS app, create a new web experience for our non-exclusive hosts, and re-write a new backend for scalability. Different product goals relied on different cross-functional collaborations, meaning we needed a malleable and simple way to maintain progress.
STRATEGY
A competitive market thriving on utility
Differing goals and core actions
Some common trends were scattered among our competitors of varying scale:

1. Create personal event pages to share with friends
2. Create events to sell tickets to the platform's network
3. Enable host-side tooling and organization
Leveraging college networks
Poppin’s unique value was in its first-mover advantage within hyperlocal college networks. I needed to afford high network density so a user has the ability to make a decision based on what their friends were doing and what they would be interested.

‍This relies less on a pre-defined personal event ahead of time and more within getting different user nodes to connect through public event signups.
PRODUCT LED GROWTH
Enabling a network to form around events
Guiding Design Principles
My goal was to create a seamless experience for users in selecting an event and completing their ticket purchase. I aimed to maximize the number of friends on the guest list to encourage users to buy a ticket, leveraging social connections to enhance motivation.
Connectivity
Use social validation and proof to increase ticket transaction rate
Simplicity
Clarity from browse to purchase
Onboarding to the mobile platform
Users would be funneling in from different sources such as event shares, the web platform, and our social media channels. Joining the mobile app establishes a user context of joining Poppin’s network — users could now see which of their friends are going to the same events.
Browsing Architecture
Early feedback exposed gaps in information clarity during event browsing and consumption. It became essential to ensure accurate information disclosure and multiple classification, enabling users to make informed decisions about which events to attend.
Host Tooling
I designed with a focus on simplicity for common processes, such as managing guest lists, to ensure tasks could be completed efficiently. Additionally, I introduced clear and observable base metrics that provided hosts with valuable insights throughout the event lifecycle. This approach improved clarity, enabling hosts to better manage and optimize their events and future events.
Event Details
The main issues impacting transaction conversion rates in our MVP stemmed from inconsistencies in information hierarchy and usability across the event creation, ticket creation, and purchasing processes. To address these, I took a modular approach to the information, refining each process to improve clarity and cohesion. Below, I highlight the endpoints of these processes and the solutions introduced.
WEB OVERHAUL
Converting non-exclusive host networks
Establishing base features
Non-exclusive hosts used the web platform to execute transactions through their networks. While the web experience needed to support core functionalities like browsing and purchasing, it also served as a  funnel. The objective was to leverage the website to convert web traffic into mobile app users, where enhanced functionality was available, enabling hosts to better engage and target potential attendees.
RETROSPECTIVE
Launching into Seed
A SUCCESSFUL FUNDRAISE
Poppin successfully raised a $2,000,000 seed round from multiple institutional and angel investors after launching across the UC Network.
Project Takeaways
Cross-Functional Collaboration is Key
Successful execution requires aligning stakeholders, developers, designers, and marketing teams toward a shared vision.
Balancing Speed with Scalability
Speed to market is as important as planning for scalability. Early decisions around product architecture can significantly influence long-term growth and stability.
The Power of Community Building
Engaging early adopters and fostering a community provides valuable feedback, drives adoption, and creates organic advocacy for growth.
CURRENTLY READING
The Cold Start Problem
Articulating Design Decisions
Thinking with Type
CONTACT
Email
LinkedIn
Instagram
WHAT I'M UP TO
Learning Pickleball
Supporting Chelsea F.C.
Practicing my Carrom game