*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.
Industry:
TobaccoService:
DiscoveryLocation:
UkraineWe’ve conducted a profound Discovery for a well-known brand of tobacco heating devices – glo – to improve its user experience & increase product’s performance.
We’ve conducted a profound Discovery for a well-known brand of tobacco heating devices – glo – to improve its user experience & increase product’s performance.
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.
since 1993 on the Ukrainian market
1000+ workers in Ukraine only
$550M invested into local factory
13,9B UAH taxes paid in 2019 only
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.
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.
We started Discovery by building a shared vision of a future product. For this, we conducted a Vision Workshop – a 2-hour interactive session with BAT stakeholders – where we identified main challenges and supports of the product.
glo's external and internal
challenges
glo's growth supports
& boosters
Analysing GA reports, we defined which user types bring more revenue to business, their behavior patterns and most frequent requests.
Using available public data, we examined glo’s competitors on global & local markets, their performance, features, design, users needs & much more.
The team researched industry benchmarks, their main blockers & success factors.
We’ve analyzed 100+ user sessions & identified top problems glo customers reach out with.
We needed to define how the future product could satisfy business needs of each BAT stakeholder. So, we held inteviews with each of them to inline their expectations & vision of the app.
Before building customer journey map, our UX designer conducted deep user interviews. They allowed us to define glo customers’ profiles, their gains & pains, what they lack now and might need in the app.
User Profile
Based on the outcomes of the prioritization session we held together with stakeholders, the team created app’s user stories & described user flows.
With age verification functionality, customers are able to confirm their eligibility to use tobacco heating device.
We prepared 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 of 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.
With it, users can track available bonuses, ways to earn new bonuses & exchange them for glo products.
Status visibility feature enables users to track the status of current orders in the mobile application.
We added map of glo shops which allows customers to see places where they can buy glo products & select nearest points of sale with 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.
Yet, creating PWA might. Besides, as a tobacco-related product, glo mobile app would face serious limitations in the app stores. So, we focused on PWA & improving conversion of glo's website instead.
To detect website’s pain points & improve its conversion, we did a UX research. Its scope included website UX audit, interviews with call center employees, user interviews and usability testing.
We held deep user interviews and website audit to outline customers’ pain points & needs.
Also, we checked it against 10 Usability Heuristics – like Fields & Forms, Login & Registration, Mobile UX, Visual Design & much more. For each category, we created the list of recommendations.
Next, we’ve analyzed one of glo's main communication points – call center – by talking to its employees & customers who’ve used it.
3 respondents & 90 minutes each session
We held interviews with support employees to uncover critical issues users need help with.
10 respondents & 45 minutes each session
We also talked to users to find out why they called to support center.
The last step of UX research was usability testing. Talking to glo’s users helped us check the formed hypotheses, gain valuable insights & finalize the research findings.
“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.”