The idea behind Seat Leap came from sitting in the cheap seats at a Chicago Cubs game. While watching the game, it was easy to see that there were many unoccupied seats in much better sections. However, there was no obvious way to upgrade to those seats other than to try and sneak into that section. Thus Seat Leap was born, giving consumers a way to upgrade their experience at games. The first version of Seat Leap was a mobile app that allowed users to upgrade to available seats right before and during the game.
Seat Leap began to explore additional opportunities to promote their product and build their user base. Everywhere you look at sporting events you see a sponsor or partner promotion. Seat Leap decided to leverage the promotional value of getting a brand in front of the fans in attendance. They would market their app to brands and allow them the opportunity to upgrade fans for free!
Seat Leap quickly landed a brand client who wanted to run the first pilot. Unfortunately, the original Seat Leap mobile app was not designed as a platform for a branded experience which needs to be tailored and designed for each brand. The entire experience needed to be rethought and redesigned. Seat Leap was under pressure to release a new version in time to take advantage of the second half of the baseball season. That meant they had to have the new product ready to go live in only two months. If the product was late, there would not be enough time to distribute a sufficient number of tickets to satisfy the brand client.
Given the short time frame and the need to make sure the initial brand had a successful pilot, we kicked off the Seat Leap project with a short Ignite phase. This allowed us to fully understand the problem, design the visual system for the application, determine the technology stack, and plot the most efficient course for creating the new branded experience.
“We were under a tremendous amount of pressure to deliver a completely new solution in just a few months, so that our pilot brand could take advantage of the Major League Baseball season. If we missed the deadline, we would lose the client and likely be out of business. Centare quickly understood what we were trying to do via their Ignite process and got to work immediately to create the new product. We launched on time for our client and had no issues during the entire pilot run, which is a huge credit to the Centare team.”
- Dan Scalia, Seat Leap
After the Ignite phase, we immediately moved to the Launch phase of the project. In order to move as quickly as possible, we created a multi-disciplinary team consisting of a product manager, product designer, quality engineer, and two developers. Utilizing two-week sprints and focusing on only the highest priority items, this team was able to create a fully functional product in time for the brand to give away more than $250,000 worth of upgraded tickets.
The app fulfilled the brand and end user needs and the technology performed extremely well. In fact, during the entire run of the pilot, there were zero errors reported by users. Even under a tight timeline, we were able to deliver a solution that more than satisfied all parties including the brand, the ticket inventory partner, and Seat Leap.
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