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UX research & redesign for BAT Glo*

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*This material does not contain any tobacco heating product advertorial materials, it serves as a portfolio showcase of Fulcrum Rocks LLC, and any visual content is used for illustratory purposes only.

Industry:

Tobacco

Service:

Discovery

Location:

Ukraine

We’ve conducted a profound Discovery for a well-known brand of tobacco heating devices – glo – to improve its user experience & increase product’s performance.

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We’ve conducted a profound Discovery for a well-known brand of tobacco heating devices – glo – to improve its user experience & increase product’s performance.

Mobile app prototype
01

Analysis & research

  • Vision Workshop
  • Research
  • Stakeholders interviews
  • CJM
  • Prioritization session
02

Prototype creation

03

User testing

e-Commerce website
04

UX research

  • UX research strategy
  • Website UX audit
  • Call center analysis
  • Usability testing
00

About BAT

bat

British American Tobacco (BAT) in Ukraine is a part of a global tobacco Group. Its products include cigarettes, tobacco, and other nicotine brands such as the tobacco heating device glo.

0
years

since 1993 on the Ukrainian market

0+
workers

1000+ workers in Ukraine only

$0
million

$550M invested into local factory

0.0
billion

13,9B UAH taxes paid in 2019 only

bat

British American Tobacco (BAT) in Ukraine is a part of a global tobacco Group. Its products include cigarettes, tobacco, and other nicotine brands such as the tobacco heating device glo.

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01

Summary

BAT came to improve glo user experience

Started as a Discovery for glo mobile app, we also made a UX research of glo website for its further redesign & took focus on PWA instead. Why? At that moment, PWA was the most efficient way to fix product's current pains & boost its performance.

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02

Vision Workshop

We held a 2-hour interactive session to inline project outcomes

We started Discovery by building a shared vision of a future product. For this, we conducted a Vision Workshop – a 2-hour interactive session with BAT stakeholders – where we identified main challenges and supports of the product.

Challenges

glo's external and internal
challenges

Supports

glo's growth supports
& boosters

03

Research

Our next step was glo research

Google Analytics Research

Analysing GA reports, we defined which user types bring more revenue to business, their behavior patterns and most frequent requests.

Competitor Research

Using available public data, we examined glo’s competitors on global & local markets, their performance, features, design, users needs & much more.

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Benchmark Research

The team researched industry benchmarks, their main blockers & success factors.

Telegram Bot Research

We’ve analyzed 100+ user sessions & identified top problems glo customers reach out with.

04

Stakeholders interviews

We interviewed BAT stakeholders to discover their business needs

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We needed to define how the future product could satisfy business needs of each BAT stakeholder. So, we held inteviews with each of them to inline their expectations & vision of the app.

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05

Customer Journey Map

To build glo's CJM, we had deep interviews with its users

Before building customer journey map, our UX designer conducted deep user interviews. They allowed us to define glo customers’ profiles, their gains & pains, what they lack now and might need in the app.

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User Profile

Type of glo User

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Interviewed about:

  • ways of interacting with glo
  • current pains, challenges, needs
  • vision and suggestions for the future app
06

Prototyping

After prioritization session, we created user stories & user flows

Based on the outcomes of the prioritization session we held together with stakeholders, the team created app’s user stories & described user flows.

Age verification

With age verification functionality, customers are able to confirm their eligibility to use tobacco heating device.

Onboarding

We prepared quick & detailed Onboarding flow to help users learn what they can do inside the app.

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Registration & Login

We added simple Signup & Login via phone number to let customers enter the app faster.

User profile

We let users add & edit their personal details (first name and surname, date of birth, gender, addresses etc.) in the profile.

Support & Contacts

Inside the app, users can reach out the Contact Center whenever needed. We also made Contact information of Support always available.

Invite friends

We added invitation functionality which enables customers to invite a friend to join an app or the Loyalty program via a link.

Glo Bonus Club

With it, users can track available bonuses, ways to earn new bonuses & exchange them for glo products.

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Order Status

Status visibility feature enables users to track the status of current orders in the mobile application.

Map of glo shops

We added map of glo shops which allows customers to see places where they can buy glo products & select nearest points of sale with devices or sticks they need.

change-plan
07

New approach

Instead of a mobile app, we focused on PWA & UX research of glo website

After testing prototype with users &validating customers' business needs, we revealed new tech risks. It appeared that mobile app can’t fully meet user needs.

Yet, creating PWA might. Besides, as a tobacco-related product, glo mobile app would face serious limitations in the app stores. So, we focused on PWA & improving conversion of glo's website instead.

08

UX research strategy

Our UX research aimed to detect glo website’s pain points

To detect website’s pain points & improve its conversion, we did a UX research. Its scope included website UX audit, interviews with call center employees, user interviews and usability testing.

Website UX Audit

  • User Scenarios created
  • UX Heuristics analyzed
  • Design Principles checked

Call-center Interviews

  • Website Efficiency
  • Customers` Pains on the Website
  • Website Blind Spots

Usability Tests

  • User Scenarios
  • Hypotheses Created & Checked

General Report

  • Updated Prototype
  • List of current UX Problems
  • Technical Descriptions
  • Examples and Fast Fixes
research
09

Website UX audit

First, we analyzed the website against 10 UX Heuristics

We held deep user interviews and website audit to outline customers’ pain points & needs.

Also, we checked it against 10 Usability Heuristics – like Fields & Forms, Login & Registration, Mobile UX, Visual Design & much more. For each category, we created the list of recommendations.

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Call center analysis

Then, we focused on call center performance

Next, we’ve analyzed one of glo's main communication points – call center – by talking to its employees & customers who’ve used it.

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Employees

3 respondents & 90 minutes each session

We held interviews with support employees to uncover critical issues users need help with.

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Users

10 respondents & 45 minutes each session

We also talked to users to find out why they called to support center.

11

Usability testing

With usability testing, we checked formed hypotheses & gained insights

The last step of UX research was usability testing. Talking to glo’s users helped us check the formed hypotheses, gain valuable insights & finalize the research findings.

12

Results

During the Project, we've done:

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Analyses:
  • Competitors & Market
  • GA & Website
  • PWA vs Mobile App
  • Benchmark & Telegram Bot
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Interviews:
  • 8 interviews with stakeholders
  • 10 deep user interviews
  • 3 interviews with employees of the call-center
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Workshops:
  • Offline Vision Workshop with stakeholders
  • Prioritization session with BAT stakeholders
13

Clients review

“Thanks to the efforts of Fulcrum team, the company was able to gain valuable insight into the proposal, detected critical issues, and helped us prioritize what to do next.”