Case study

Going omnichannel to expand market reach

E-commerce
Digital Transformation

Location:

Germany, Cologne

Industry:

E-commerce

Partnership period:

April 2018 - present

Client background

Based in Germany, Cleverbridge provides full-fledged ecommerce and subscription management solutions for monetizing digital goods, online services, and SaaS across a variety of industries. The company offers a cloud-based ecommerce platform that simplifies recurring billing, optimizes the customer experience, and offers comprehensive global compliance and payment capabilities. Leveraging its expertise, technology and services, B2C and B2B clients acquire more customers, improve retention, and grow their revenue in international markets.

Business challenge

Cleverbridge needed to redesign their solution to increase customer outreach and improve customer experience.

N-iX approach

N-iX has helped the client migrate the desktop solution to the web, build brand-new UX design, and enhance their value proposition to customers by designing lucid BI reports.

Value delivered

With a new web-based application available across different operating systems, browsers, and mobile devices and improved UX design, Cleverbridge is able to expand market reach and improve customer retention.

Business challenge: meeting customer needs

Cleverbridge had a desktop app, which was available only on Windows. Consequently, users of other OS (i.e. macOS, Linux) were not able to install and use it. Moreover, the app was unavailable to the increasing number of mobile devices users. For the company, this was a clear competitive disadvantage as the client outreach for their solution was limited to Windows users. What’s more, the existing solution had been in use for 14 years and was never updated. Therefore, there was a strong need in reviewing the set of app features so that they stand in line with customers’ needs. To solve these issues, the client decided to update the app features and migrate it to the web.

Another challenge our client faced was the quality of the analytics reports, which are included in the company’s product offering. To be more precise, the reports on the client’s subscription (i.e. revenue, number of new customers) lacked visually-informative data.

N-iX approach: from a legacy app to omnichannel

As the existing desktop app has been in use for 14 years, its UX design was outdated. Therefore, we created the full UX design scope of work, from concept to product. Focusing on end-user needs, we applied the lean UX approach and iterative prototyping methodology and developed interactive prototypes, UI, and design libraries. Also, we performed complex user testing while developing modules and validated final products. For this testing, we split the whole platform into small parts to deliver constantly small increments.

Taking a customer-centric approach, we identified the key company’s stakeholders and customers to contribute to all stages of the UX process through workshops. The workshops intended to validate a set of features to be released, validate designs, and perform beta testing with seven clients before modules were released to the customers.

Finally, we supported the frontend implementation of the new application module by module as well as the backend integration of the web-based application. To build lucid and informative Business Intelligence reports for the company’s clients, we applied our extensive knowledge in Power BI.

What we achieved together: modernizing the app for improved customer experience

We migrated the old desktop application to the web with its backend integration. Now, clients on different platforms and devices can easily access the application. Further, the web app features a brand new UX design that is much more appealing to customers than the previous, 14-year-old version. To satisfy the clients' needs, we engaged them when validating features to understand which existing features to be migrated to the web, and which ones are outdated and not used anymore. For example, we provided pop-up windows to verify that customer actions are precise as the app involves a variety of payments.

Value delivered by N-iX: increased client outreach and satisfaction

The main benefit for the company is the increase in the potential client outreach as a result of:

A web-based application that is now available across different operating systems, browsers, and mobile devices.
New UX design, which improved the user experience thanks to the lean UX approach and involvement of our client’s customers in various stages of the new design.
Improved BI analytics. Not only is the largest client satisfied with it but also our client gained an opportunity to enhance its value proposition to other clients. The company is considering to offer such customized analytics to other customers or build the tool in the service offering and enable clients to create such reports in their accounts.