Seatfrog
Seatfrog is a UK app that helps train passengers upgrade to First Class at a discount, either by bidding in a last-minute auction or buying instantly. Partnering with major UK train operators, it also lets users buy train tickets, swap their train last minute through Train Swap, and access super cheap tickets through Secret Fare.
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Live Activities and Live Updates
Following a strategic workshop exploring "How might we turn more auction watchers into active bidders - closing the gap between trip and bid by 50%", we identified a critical opportunity: users frequently forgot about upcoming auctions.
Primary Goal: Improve Trip to Bid metric by 50% through targeted experiments
User Pain Point: Deliver auction updates whilst users are not actively in the app
Technical Constraint: Widen reach beyond traditional push notification opt-in limitations
Designed and launched Live Activities (iOS) and Live Updates (Android) to increase real-time auction engagement and drive more bids.
Results
- 30% of users who tapped a Live Activity on iOS went on to place a bid
- 42% of users who tapped a Live Update on Android went on to place a bid
- 11% overall uplift in the number of users placing bids compared to the control group
These experiences surfaced timely auction information directly on the lock screen, helping users stay engaged without needing to open the app and creating a new acquisition channel for bidding behaviour.
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Future plans for trips
