The client
Our client is a global beverage and refreshment leader committed to transforming the retail experience. With a diverse product line of 37 items across 8 categories and over 3 million loyal customers, they are dedicated to providing top-quality products and service. They have introduced Buddy, a cutting-edge self-ordering platform for retailers that streamlines the ordering process. This innovative platform aims to provide a seamless restocking experience for retailers across the Indian subcontinent, reflecting their commitment to customer satisfaction and operational excellence.
The problem
Our client, a global beverage leader, faces challenges in transitioning Indian retailers from sales reps-assisted ordering to a self-service digital journey on their platform, “Buddy.” The platform’s current design fails to meet the unique needs of the Indian market, leading to low user adoption rates and sluggish growth. The order process is cumbersome and inefficient, resulting in user dissatisfaction. Moreover, the majority of orders are still placed through traditional phone calls rather than utilizing the digital platform. To address these challenges, our client seeks to implement a UX strategy aimed at increasing beverage orders while facilitating a seamless transition to an independent digital ordering journey for users.
Lack of Relevance
- Users are not accustomed to or
comfortable with digital products,
causing low adoption rates. - The current platform does not address the unique needs and preferences of the Indian market.
Complex Order Process
- The order process is convoluted and cumbersome, leading to frustration.
and dissatisfaction among users. - The lack of simplicity and efficiency
discourages users from utilizing the
platform regularly.
Dependency on Sales Team
- The end-to-end user journey requires constant assistance from sales personnel, indicating a lack of user friendly features on the platform.
- Users are more inclined to place orders through traditional phone calls impacting the overall efficiency.
Low Adoption and Growth
- The challenges with the current system, have resulted in slow adoption and limited growth.
- The low user engagement rates are hindering the platform’s potential to expand and reach its target market effectively.
The solution
The revitalization of the client’s platform encompasses a comprehensive approach, focusing on enhancing user experience, optimizing workflow, and integrating advanced features to meet the evolving needs of our users, ensuring a more enjoyable, efficient, and personalized experience.
Unearthing User Needs
- Over 100 interviews and qualitative research efforts led to advanced data analytics for persona clustering, enabling precise user needs identification and actionable insights for targeted improvements.
Enhancing Every Click
- Our innovative use of tree testing, first click testing and gaze detection transformed complex workflows into intuitive paths, elevating the user experience and Average Order Value and Average Order Frequency.
Simplifying Task Success
- By focusing on the top 10 app tasks, we streamlined processes and injected engaging interactions, catapulting user engagement to new heights.
Powering Personalized Experiences
- Introduction of personalized suggestions and gamification elements increased task success from 63% to 88% and halved the time taken to complete tasks, boosting average order frequency and reducing bounce rates.
Our work in action
Increasing MTU by 22%
Enhancing the user interface with gamification reduced cart abandonment and increased monthly transacting users by 22%.
Increasing AOV by 14%
Making navigation easy for finding products, offers, bundles leading to 14% increased Average Order Value.
Reduced Time taken to task by 50%
Decreasing time taken to complete task by 50% from 31 mins to 16 mins to increase Average order frequency.
tx, USA
London, UK
India
