- Industry:
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e-Commerce
- Service:
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Discovery & redesign
- Location:
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Ukraine
- Results:
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+ 400% in revenue
About the project
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.
For BAT, we’ve conducted a profound Discovery for its brand of tobacco heating devices – glo – to improve its user experience & increase product performance. After that, we ran UX research and redesign of glo's website.
*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.
Goals
Research and plan the development of the glo mobile app
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.
Perform a UX audit of the current glo website
To detect the website’s pain points & improve its conversion, we did UX research. Its scope included a website UX audit, interviews with call center employees, user interviews, and usability testing.
Assist in creating the new website design
After extensive research and analysis, our UX designers took part in the website redesign for glo.
Research & analysis
Vision workshop & stakeholders interviews
We needed to define how the future product could satisfy the business needs of each BAT stakeholder. So, we held interviews with each of them to inline their expectations & vision of the app.
Google Analytics Research
Analysing GA reports, we defined which user types bring more revenue to the business, their behavior patterns, and their most frequent requests.
Competitor Research
Using available public data, we examined glo’s competitors in global & local markets, their performance, features, design, users’ needs & much more.
Benchmark Research
The team researched industry benchmarks, their main blockers & success factors.
User Interviews & CJM
Before building a customer journey map, our UX designer conducted deep user interviews. They allowed us to define glo customers’ profiles, their gains & pains, and what they lack now and might need in the app.
Telegram Bot Research
We’ve analyzed 100+ user sessions & identified top problems glo customers reach out with.
Prototyping
Based on the outcomes of the prioritization session we held together with stakeholders, the team created the app’s user stories & described user flows.
Functionality
Age verification
With age verification functionality, customers are able to confirm their eligibility to use tobacco heating devices.
Onboarding
We prepared a quick & detailed Onboarding flow to help users learn what they can do inside the app.
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 for 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.
Order Status
The status visibility feature enables users to track the status of current orders in the mobile application.
Glo Bonus Club
With it, users can track available bonuses, ways to earn new bonuses & exchange them for glo products.
Map of glo shops
We added a map of glo shops which allows customers to see places where they can buy glo products & select the nearest points of sale with the devices or sticks they need.
Why have we decided to build PWA instead?
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.
Website Redesign
To detect the website’s pain points & improve its conversion, we did UX research. Its scope included a website UX audit, interviews with call center employees, user interviews, and usability testing.
Website UX Audit
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User Scenarios created
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Design Principles checked
Call-center Interviews
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Website Efficiency
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Customers’ Pains on the Website
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Website Blind Spots
Usability Tests
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User Scenarios
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Hypotheses Created & Checked
General Report
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Updated Prototype
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List of current UX Problems
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Technical Descriptions
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Examples and Fast Fixes
8 types of research
- Competitors & Market
- GA & Website
- PWA vs Mobile App
- Benchmark & Telegram Bot
- Find a specialist
21 Interviews
- 8 interviews with stakeholders
- 10 deep user interviews
- 3 interviews with employees of the call-center
2 Workshops
- Offline Vision Workshop with stakeholders
- Prioritization session with BAT stakeholders
400% Revenue Increase
- After the website redesign, the customers noticed a 400% increase in revenue (online sales).
Client's 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.
Olga Belova
Marketing Director, Mercedes-Benz Ukraine
Tailor-made projects for our clients from various industries. Fulcrum’s cast-iron goal is to make functional and attractive products for brands and connect them with their audiences.
