Eventbrite's Follow Organizer
Event creators that use Eventbrite for their events benefit from loyal attendees that enjoy their events. Eventbrite had a barebone "follow organizer" feature, but it wasn't positioned in the product and produced no noticeable business impact. On the technical side, this wasn't supported by our new stack (we were moving from Backbone.js to React.js), code was duplicated in some instances, and there were up to three other presentational variants needed that weren't supported.
The solution was to architect the feature in a way that allowed us to show the Organizer Follow in the attendee contact points to generate extra follows and ticket purchases.
As Frontend tech lead of the Consumer team, I collaborated cross-functionally to design and architect a new approach consisting of one reusable package (plus an adaptor for the old stack) that we could employ in all consumer contact points, supporting all the different visual variants.
The final implementation used the Context API and the Provider/Consumer pattern through HOCs that enhanced the functionality of a set of presentational-only components. It also needed a comprehensive set of tests and an incident-free step-by-step rollout.
This project drove 10M consumer "organizer follows" and sold up to 1.5M tickets while I was at Eventbrite, rising to over 1% of the company revenue.
Additionally, we achieved other impactful benefits:
- Increased user trust through visual and UX consistency
- Reduced lines of code and bugs by removing code duplication
- Improved developer productivity with an easy adoption of the feature and support for other types of follow features