Fulcrum Rocks. All Rights Reserved.© Copyright 2023
e-Commerce
Discovery & redesign
Ukraine
+ 400% in revenue
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.
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.
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.
After extensive research and analysis, our UX designers took part in the website redesign for glo.
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.
Analysing GA reports, we defined which user types bring more revenue to the business, their behavior patterns, and their most frequent requests.
Using available public data, we examined glo’s competitors in global & local markets, their performance, features, design, users’ needs & much more.
The team researched industry benchmarks, their main blockers & success factors.
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.
We’ve analyzed 100+ user sessions & identified top problems glo customers reach out with.
Based on the outcomes of the prioritization session we held together with stakeholders, the team created the app’s user stories & described user flows.
With age verification functionality, customers are able to confirm their eligibility to use tobacco heating devices.
We prepared a quick & detailed Onboarding flow to help users learn what they can do inside the app.
We added simple Signup & Login via phone number to let customers enter the app faster.
We let users add & edit their personal details (first name and surname, date of birth, gender, addresses etc.) in the profile.
Inside the app, users can reach out the Contact Center whenever needed. We also made Contact information for Support always available.
We added invitation functionality which enables customers to invite a friend to join an app or the Loyalty program via a link.
The status visibility feature enables users to track the status of current orders in the mobile application.
With it, users can track available bonuses, ways to earn new bonuses & exchange them for glo products.
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.
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.
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
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