The Concept: Solo but Not Alone
🟣 The Problem
Going to events alone is more common than ever but it’s often isolating.
Whether it’s due to logistics, personal preference, or spontaneity, many fans attend live events solo. Yet most event platforms treat tickets as transactional and do nothing to support social connection around them.
At the same time, we’re seeing a cultural shift:
Over 50% of millennials say it’s hard to make new friends as an adult
Interest in connection-focused platforms (like Bumble BFF, IRL, and Meetup) is rising
Concerts and sports games are often the best possible setting to meet people with shared taste but no infrastructure exists for it
StubHub already knows what you love. This concept turns that into social potential.
💬 The InsighT
Music, sports, theater these are community-driven experiences. Even when we attend alone, we don’t want to feel alone.
“I go to shows solo a lot, but I’d love a way to casually meet people going to the same one.”
“StubHub knows what I’ve seen and what I like, why not help me find others like me?”
People don’t need a new social network. They might need a lightweight, event-based connection that fits the context of where they already are.
DESIGN GOALS: Safe, optional, and pressure-free • Contextual (lives inside existing event flow) Emotionally lightweight and fun
Core Features:
✅ Opt-in tagging – Mark yourself as “attending solo” at checkout or in your ticket dashboard
🧑🤝🧑 Match view – See others also going solo to the same event
📍 Pre-show meetup suggestions – Suggested public meetup points (venue bar, merch booth, fan zone, etc.)
💬 Conversation starter cards – Icebreakers like “Top 3 artists you’ve seen live”
🔒 Privacy-first controls – Block/report options and no forced messaging
🧠 My Process
I approached this with three key lenses: connection, safety, and simplicity.
Mapped out a typical solo attendee journey: search → buy → wait → attend → go home
Identified moments where users might feel uncertain or alone—and where casual connection could be inserted
Sketched opt-in flows that live inside StubHub’s current product, like the ticket confirmation screen or event reminder notifications
Designed it to work well in both app and mobile web
Prioritized privacy-first UX with full control for users at every step
💥 Why This Matters
Solo but Not Alone extends StubHub from ticketing platform to community builder. In an age where people crave connection, StubHub can be the platform that doesn’t just sell access but helps fans find each other, too.
Strategic Value:
Adds emotional stickiness to the user experience
Taps into an underserved audience solo fans who often get ignored
Encourages pre-event and day-of engagement
Differentiates StubHub from competitors by offering connection, not just commerce
Creates new brand equity: StubHub is where you not only go but belong
