RedBalloon
Background
RedBalloon is one of the most trusted experience-gifting businesses in Australia. I was hired to review the entire customer journey and propose improvements in order to increase the conversion rate of mobile traffic — which at the time was below expectations.
The business had to absorb the cost of support calls due to performance and UX issues. These issues arose because certain points of the user journey weren’t addressed.
Methods
Sitting within different business units like Customer Care I was able to listen to customer calls which highlighted first hand the areas which could benefit from immediate improvement.
Additionally I found it useful to observe user behaviour and read customer feedback left during Net Promoter Score reviews.
TAKEAWAYS
After a holistic review and collaboration across the business, we increased YoY mobile sales conversion by over 0.5%, with marked spikes during holidays.
Improvements to the search design, merchandising of experiences and a fully custom overhaul of checkout made it quantifiably easier — and more enjoyable — for customers to purchase. That meant fewer technical 'gotchas' and a happier Customer Care team.
"Jeremy was great to work with... He was always willing to guide the devs to a pragmatic implementation of his designs, which really simplified the UX and definitely made it look better and work more effectively."
Brett Raven, CTO RedBalloon