Explore opportunities for UX: How Danone built their global UX improvement program
At Glassbox’s 2022 DigitalWorld event, Viktoria Ivanova, global head of D2C and new business models for food giant Danone, shared how her company built a successful global UX improvement program to help create frictionless customer journeys across its many D2C brand sites.
Danone is a leading global manufacturer and producer of dairy and nutritional products, with well-known brands such as Evian, Silk and Activia. Through an in-depth analysis, it was determined that its extensive network of D2C webshops were falling behind competitors. “We needed to start closing the gap of UX/UI performance,” said Ivanova. After evaluating several digital experience solutions to help with this goal, they selected Glassbox for a 3-6 month pilot, with plans to roll out globally after should it prove successful.
As it turned out, the evaluation period didn’t just meet expectations, their UX efforts became a virtuous cycle of improvements, sharply reducing customer struggle scores and increasing conversions. In this blog we explore opportunities for UX improvement and learn how Danone achieved their goals and gained repeatable wins.
Explore opportunities for UX improvement
First pilot exceeds expectations
Starting with Danone’s Brazil region, Glassbox was implemented on one webshop and the results were immediate. “We saw actionable insights to make concrete improvements and business impact to the local team,” Ivanona said.
Below are some of the key use cases, insights revealed and improvements.
- Coupon fails: Potential buyers weren’t converting on the local website because the coupon wasn’t working correctly. Potential buyers were frustrated and calling the help center. The problem was identified through Glassbox, reported to the engineering team and fixed within a few hours. Result: increasing conversions by 20%
- Password struggles: After signing on to the D2C site, users had issues with the password field, which was complicated and frustrating. Glassbox revealed the specific causes of the drop-off and the password process was made more intuitive as well as user-friendly with a tooltip. Result: Customer struggle scores decreased by 50%
- Inefficient checkout: When several reports showed that the last step to check out had a 60% drop off, they wanted to investigate. The problem was not straightforward to identify, but after reviewing several hypotheses, it was discovered that browsers were behaving differently and causing the issue. The problem was resolved and the checkout funnel became more efficient. Result: increasing conversions by 42%
Ultimately, through the six-month Glassbox pilot that started from one webshop to Danone’s top 10 DTC sites and 2,000 pages analyzed, they saw that:
- Conversions improved an average of 30%
- Customer struggle scores decreased an average of 18%
- Incremental sales increased 15% due to improved UX/UI
Establishing Ways of Working (WoW)
While it was a huge feat to coordinate and implement the Glassbox pilot, the bigger impact was rolling out to worldwide teams to maximize its capabilities long term.
It began by working with each region and partnering with Glassbox to help define business objectives, KPIs and reports for each teams’ requirements, implement their technical set up, then go live for insights based on criteria, and lastly, user insight sessions to analyze and develop key takeaways and actions. Typically, this type of analysis would stretch for much longer periods than with Glassbox, Ivanova said. “In 10-14 days you put in the effort and get something tangible and valuable for your business.”
The next step was educating the global teams on understanding what the Glassbox results meant. It was determined that they needed to create a digestible, flexible reporting structure to match with each regional team’s availability and resources. For instance, some offices have fewer employees, whereas other regions have dedicated staff to help.
To meet these varying needs, Glassbox and Ivanova’s team partnered to create two reports for teams, titled “If you have five minutes” with three foundational reporting areas, and “If you have an hour,” with those reports plus three more that go a layer deeper. “The teams really appreciated having options and that encouraged them to use the tool,” Ivanova said.
Beyond onboarding and reporting, continuous education includes shared monthly best practices across the global organization. Additionally, a Glassbox playbook was distributed for teams to quickly understand Glassbox, onboarding information, typical KPIs and other information.
The multiplying effect of DX achievement
Through the shared learnings of Glassbox from one pilot in Brazil to other regions, teams across many Danone brand sites have been empowered to gain tangible, valuable insights to improve their respective sites’ e-commerce performance. The Danone UX global improvement program now operates as the UX/UI center of excellence for the company, providing onboarding and continuous education. “We built up our UX/U muscle within the organization and the D2C community.” So much so that now Danone brand teams are looking at their content assets and how to develop this capability.
Get all the details about Danone’s UX improvement journey with Glassbox. Access DigitalWorld on-demand today.