Timed Entry

Making an Invisible Feature Visible

Timed Entry was one of Eventbrite's most strategically important 2024 releases — letting organizers create recurring, time-slotted events at scale. The challenge: it was a deeply functional, multi-layered B2B feature with no obvious visual hook. Static screenshots weren't going to cut it. The launch needed a dedicated experience that could walk organizers through the feature step by step, and actually make them want to use it.

Motion as the Product Explainer

The decision to lead with motion wasn't aesthetic — it was strategic. Timed Entry involves configuring time slots, recurring schedules, and capacity management: concepts that read as dry in bullet points but become immediately clear when you see the UI in action. I brought in a motion graphics collaborator to animate the key product moments using Lottie, letting us show real interface interactions at native fidelity — no screen recordings, no compression artifacts. The animations made the feature legible on first scroll.

Three Interaction Models, One Cohesive Experience

The page combined three interaction patterns to match the complexity of different feature concepts:

• Scroll-triggered

  Lottie animations that play as the user scrolls — connecting narrative flow to product UI so each feature moment lands at the right reading pace.

• Accordion sections

  For denser feature sets, an accordion pattern lets organizers explore depth on demand without overwhelming the primary reading experience.

• Video hero

  A full-width video hero that leads product-forward — no time wasted on abstract brand messaging before showing the feature in motion.

Built in Webflow on a Three-Week Timeline

The full cycle — concept, motion briefs, Webflow build, and QA — shipped in approximately three weeks. Building in Webflow meant the marketing and product teams could update copy and swap assets post-launch without a developer on call. The site launched on the 2024 pre-rebrand visual system and served as the canonical reference for the Timed Entry feature throughout the campaign period.

Campaign Impact

The Timed Entry launch drove strong adoption through end of year — reaching over 100% YoY growth in paid ticket volume by December 2024, and growing the feature's contribution to Eventbrite's overall paid ticket mix from 3% prior to launch to approximately 10% by year-end. The audience — event organizers in the Tours, Attractions & Activities space — responded positively to the campaign.