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.
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.
Brett Raven, CTO RedBalloon