Eventbrite Reporting & Insights
ROLE
Lead Product Designer
DATE
SERVICES
TEAM
about.
Eventbrite Reporting & Insights is the workspace organizers use to track and understand event performance, spanning 15+ reports across sales, attendees, orders, payouts, and more. Together, these reports receive over 1 million hits per month, making reporting a critical surface in the product.
Despite this scale, reporting was underperforming. 47% of transacting creators didn’t use reporting at all, and those who did rated the experience a C- level of satisfaction. While Eventbrite had operated for over 20 years, reporting had seen little meaningful investment in the past decade.
The result was growing tech debt and fragmentation: unfinished initiatives left multiple reports spread across different front-end implementations, increasing maintenance costs and eroding user trust. At the time, the system was so fragmented that internal CX teams regularly ran SQL queries for customers, underscoring the need for a scalable, lower-risk approach.
This project defined a clear, user-driven vision for Reporting & Insights and a prioritized framework to make reporting work again.
challenge.
Reporting & Insights was underperforming at every layer—user experience, technical foundation, and organizational trust.
Before building solutions, we needed deep discovery to understand the true scope of the problem and gather evidence strong enough to tell a compelling story to executive leadership. This work was critical to securing buy-in and additional funding for a contractor team after years of underinvestment.
The platform was burdened by significant tech debt. The backend couldn’t support large or complex queries, and unfinished initiatives had fragmented reporting across multiple front-end implementations. Internally, CX teams were regularly running SQL for customers, highlighting how unsustainable the system had become.
Creators struggled to find the right reports, filter for what mattered, and make sense of their data. This pain was especially acute for organizers managing hundreds or thousands of events, with no scalable event-selection experience.
At the same time, there were more problems than could be solved at once. We had to prioritize ruthlessly—balancing fixes, new features, and foundational work across casual, moderate, and advanced creators—while rebuilding reporting in a way that could scale long term.
result.
This work transformed Reporting from a fragmented, low-trust system into a scalable, performant foundation that creators and internal teams can rely on.
Impact
48% reduction in customer service complaints
+31% increase in export success, achieving p99 reliability
+7 point lift in NPS for reporting features
All report timeouts eliminated on the new architecture
User outcomes
Usability testing showed 100% task completion on complex reporting workflows
Ease-of-use ratings increased to 4.4–4.6, particularly for our target moderate creators
Casual creators demonstrated clear learning progression, validating a system designed to grow with users
What shipped
A new front-end reporting framework and scalable event-selection experience
9 core reports launched in 2025 on a modern, high-performance backend
A visual Traffic & Conversion Report that makes marketing performance and ROI accessible to non-expert creators
Reporting now serves 50k+ monthly active creators, representing $130M+ in annual value
What was enabled
A report migration framework that 3× developer velocity and reduced long-term maintenance risk
Consolidation into a single modern reporting stack
A shared product vision and persona-based prioritization model
Renewed organizational confidence in reporting as a strategic, competitive surface
testimonial.
Kaitlin doesn’t just design—she elevates. Every product idea she touches becomes clearer, smarter, and more impactful. She knows her craft inside and out, and it shows in everything she creates
Justine Fields
Senior Product Manager
