Adam Waxman's product council presentation (06/29//15). Working on a startup or have a new product idea? Perhaps you're iterating an existing product? These events are for you! Join us each month to learn from the experience of other product owners. Event details here: http://www.meetup.com/Product-Council-NYC/events/222653563/

1. Presentation

2. Building a Checkout Flow on iOS

3. December 2013
My Background

4. What is SeatGeek?

5. Web Team
14 members
iOS Team
4 members
Android Team
2 members
Data Team
2 members
Ops Team
3 members
Product designers
2 members
Product managers
2 members
Development Team

6. SeatGeek Checkout

7. Old Experience

8. Easy to use forms 2 tap checkout Higher conversion rates
Checkout Goals

9. The End Result

10. What to join the Product Council? Click below:
productcouncil.org
Free membership!

12. iOS Checkout Conversion Rate

14. What Actually
Happened?

15. What Actually
Happened?

16. What Actually Happened
Initial Launch
Rapid A/B Testing
Incremental Improvements

17. What Actually Happened
Initial Launch
Rapid A/B Testing
Incremental Improvements
Bug Fixing
Bug Fixing
Bug Fixing
Bug Fixing
Bug Fixing
Bug Fixing
Bug Fixing

18. The Story Behind the Numbers
Launch v1
A/B Test
General Flows
Incremental
Improvements

19. Initial Launch

20. A long time coming…
Feb 2014
91 comments
Initial Launch

23. Rapid A/B Testing

24. SG Checkout
Rapid A/B Testing
25% 25% 25% 25%

25. SG Checkout
Rapid A/B Testing
25% 25% 25% 25%

26. Facepalm

27. SG Checkout
Rapid A/B Testing
50%50%

28. SG Checkout
Rapid A/B Testing
50%

29. Facepalm

30. Incremental
Improvements

31. Pay
Incremental Improvements

32. Incremental Improvements
Pay (cont.)

33. Functional Forms
Incremental Improvements

34. Form Details
Incremental Improvements

35. Incremental Improvements
Creating an Account (before)

36. Incremental Improvements
Creating an Account (after)

37. Better Error Handling
Incremental Improvements

38. Better Error Handling (cont.)
Incremental Improvements

39. Help Improvements
Incremental Improvements

40. Incremental Improvements
Bug Fixing
More users with saved payment info
A larger % of our inventory on SG Checkout
More users with  Pay

41. Unique Challenges

42. Price Per Ticket Depends on Quantity
Unique Challenges
$176/ticket $176/ticket $171/ticket

43. Imperfect Seating Information
Unique Challenges

44. Unique Inventory
Unique Challenges

45. 3rd Party Confirmation
Unique Challenges
Fraud check
Broker confirmation
Unethical Brokers

46. Unique Challenges
Inconsistent User Experience

47. Lessons Learned

48. Lessons Learned
Patience & Persistence

49. Lessons Learned
Data vs Instincts

50. Lessons Learned
Why?

51. Areas for
Improvement

52. Areas For Improvements / What’s Next?
Talk to users early and often
Stay focused
Address autocomplete / Google Maps API
Re-evaluate the tradeoff of a login gate
Fulfillment Integration

53. Questions?

54. @productcouncil
Hashtag: #PCNYC
productcouncil.org