We caught up with Veronica, Head of Localization Operations at Eventbrite, to learn how GAT helped uncover critical localization issues and deliver a world-class app experience.
If you would like to listen to the full interview, please Click here!
The company
Eventbrite is a global platform committed to bringing people together through live experiences. Hosting millions of events worldwide, Eventbrite empowers users to discover, plan and attend meaningful gatherings with ease.
To support the successful relaunch and localization of its reimagined consumer app, Eventbrite partnered with Global App Testing, transforming event discovery into a personalized, social and seamless experience for users across the globe.
The challenges
Recognizing a shift in how people plan and attend events, especially among younger generations, Eventbrite realized their existing app needed to evolve beyond a simple listing platform. Consumers today expect personalized recommendations, social connectivity and curated experiences that start the moment they decide to make plans.
To meet these expectations, Eventbrite embarked on a full rebrand and relaunch of its consumer app. The initiative aimed to deliver AI-powered personalization, curated local recommendations, social planning tools and a fresh visual identity.
But such an ambitious rebranding brought a major challenge: ensuring the new app felt intuitive, relevant and culturally resonant across all markets. For Eventbrite’s Localization team, this meant tackling critical blind spots in non-English-speaking markets without sufficient "boots on the ground" to represent local users authentically.
To address these challenges, Eventbrite partnered with Global App Testing to execute a comprehensive, high-quality QA process tailored for a global audience.
With the app nearly fully developed and localized, Eventbrite and Global App Testing collaborated closely to define clear requirements and a robust testing plan ahead of launch. The program included:
- Exploratory, functional and usability testing across all available markets
- Testers acting as real local users, documenting linguistic issues, cultural mismatches and functional bugs
- Targeted test cases focused on new social and personalization features
- Coverage on both iOS and Android devices
- Attention to international accessibility standards
Given the complexity of the rollout, where final development fixes overlapped with testing, the approach needed to be highly adaptable and thorough. Global App Testing’s hybrid testing strategy ensured issues were identified and resolved even as development continued.
The results
Eventbrite’s partnership with Global App Testing delivered clear, measurable benefits:
- Validation of the new app’s quality across all supported languages and cultures
- Discovery of critical localization blind spots early enough to fix them
- Improved linguistic accuracy and cultural relevance in every market
- Better insights into local user behavior that inform Eventbrite’s global expansion strategy
- Increased confidence in accessibility for users of all abilities
Since launch, Eventbrite has seen strong early adoption:
- 📈 App traffic up 13% in the first two months post-launch
- 🚀 Increases in ticket sales, new downloads and overall user engagement
- 🌎 A more personalized, social and intuitive app experience supporting Eventbrite’s mission to bring people together in real life everywhere
Customer Quote:
“The work we did together with Global App Testing contributed to expanding our knowledge of our international event users. The data we collected helped ensure our rebranded app is relevant globally, accessible to all users and culturally adapted for every market we serve.”
Veronica, Head of Localization Operations, Eventbrite
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If you would like to listen to the full interview, please Click Here!