Smartbox Gifting
Part 2: Online Strategy, Native Journey
Based off the success of the POC, and reeling with potential, we dove into exploring the Vision of the Gifting Experience on the App.
Not sure what I am talking about? Check out Smartbox Gifting Part 1: Business Case, POC.
Jan 2021 - New online strategy
Background: App having proven value, it was at the forefront of the online digital strategy now with the intent to encourage buyers to browse, purchase and gift via the app & not just register.
Vision: Create a Gifting Loop, where by Beneficiaries who have received gift boxes BUY gift boxes, for others or even for themselves.
Stakeholders: Smartbox board members . Online Experience Director . Product & UX Team . Technology . Data scientists . Verticals include Trading, Marketing, Branding, Legal, Finance, eCRM etc
Team work makes the dream work
It was a true collaborative effort between UX, Product Managers, Tech, Trading, Marketing and Legal ensuring the vision comes to fruition. Whilst we followed a double diamond process, the reality was we were Agile collaborators. UX had begun the discover phase with Product Managers and Trading. Tech were involved from the start to ensure journeys, features etc were deliverable.
We benchmarked numerous e-commerce apps, iterated designs for each segment of the journey, user tested every detail.
This iterative approach, with immense involvement with Tech, was the cornerstone to creating a prototype that was presented to the board in 2021. We got a massive thumbs up to proceed to bringing this vision to life.
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Design & Tech Ironman Triathlon 2021 (Phase 0, happy paths)
Team: Lead UX, Product Manager (Lead), Product Owner, App Tech, Trading, eCRM, Finance, Data Scientists, Legal, Content & Marketing etc
As we had the base
With the vision as reference, we worked closely with Tech estimating every feature in detail, finding missed use cases and analysing every interaction and transition. Every step of the design process was user tested and iterated upon.
The final UI pass was shared with all verticals & teams to ensure we're all driving towards the same goal. It was bloody fantastic.
Getting the App to Market
Whilst closely collaborating with Branding and Marketing team, we created new App store logos, updated App store and onboarding screens. And we first went live in France, Italy and Spain. We liaised with Adobe Analytics and BI teams, we liaised with eCRM team to plan push and email campaigns.
Results
- Unprecedented - a box priced 6 times more the avg. orders was purchased via the app
- Within KPIs set for first few weeks, we were expecting 10% additional sales via the app. But it has surpassed expectations. iOS vs Android, above average spending patterns
- Pre-Black Friday discounts saw the weekend reeling in €20k+, overall over €150k revenue in 2 weeks in Nov ‘21
- Pre-Christmas, begin forced updates, push notification and email campaigns to drive traffic into the app
- Generated over €2.2M revenue since release
- Currently part of generating over 3% of online revenue
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