With Boxing Day approaching and only early-stage online retail, a large Canadian telecom needed to scale its eCommerce channel fast, or watch the holiday’s biggest sales window pass by.
“In telecom, the login page is where sales quietly die. Remove the friction and the revenue follows.”
A large Canadian telecom wanted to capitalize on the holiday season, but its online retail capabilities were limited and at an early stage of digital maturity. It needed a partner to quickly scale the online channel, improve the customer experience, drive revenue, and optimize costs.
ML arteka gathered requirements and prioritized by business value, customer value, and time, then mapped and streamlined the customer journey from login to sale. New features included social login, a connected browse-buy flow with a persistent cart and progress bar, digital photo ID validation, Bring Your Own Device activation, and a self-serve dashboard, delivered on a Contentful CMS with a progressive web application and a mobile-first approach.
The result: a new buy-flow and self-serve experience designed in 20 days, live in time for the holiday promotion, that has generated more than 10 million dollars in accretive revenue to date.
Business Outcomes
A cost-effective, fast-turnaround redesign let the client catch the holiday window and keep earning long after.
Generated by the new experience.
Buy-flow and self-serve journeys.
Across the purchase journey.
The Transformation
From limited online retail to a feature-rich, holiday-ready experience.
- 1
PrioritizeRequirements by Value and TimePrioritized requirements by business value, customer value, and what was achievable in the window. - 2
MapStreamline the JourneyMapped the customer journey and removed unnecessary steps from login to sale, with wire-flows for alignment. - 3
BuildFeatures That ConvertAdded social login, a connected browse-buy flow, photo ID validation, BYOD, and a self-serve dashboard. - 4
DeliverCMS and PWAIntegrated Contentful for flexible entry points and shipped a mobile-first progressive web application.
The Business Challenge
A Holiday Deadline Meets Early Digital Maturity
Limited online retail and a hard seasonal deadline left no time for a slow build.
Limited online retail
Early-stage digital maturity constrained the eCommerce channel.
Tight holiday deadline
The team had to scale up quickly to catch the Boxing Day window.
High care-agent load
The buy and post-buy journey leaned heavily on customer care.
Cost pressure
The solution had to drive revenue while optimizing cost.
Business Outcomes in Detail
What the Numbers Mean
Generated by the new experience.
Buy-flow and self-serve journeys.
Across the purchase journey.
Technology Snapshot
The eCommerce Stack
Speed was the strategy. Reusing major parts of the existing flow let the team ship a richer experience in 20 days, catch the holiday window, and turn a seasonal push into lasting revenue.
Executive Questions and Answers
The questions leadership tends to ask when evaluating an approach like this.
Speed
How do you redesign an eCommerce journey in 20 days?
By prioritizing ruthlessly on value and time and reusing major parts of the existing flow for certain use cases, so effort went where it moved revenue.
Conversion
Which features drove the results?
Social login, a connected browse-buy flow with a persistent cart and progress bar, photo ID validation, and BYOD all reduced friction and cart abandonment.
Cost
Was this cost-effective?
Yes. Reusing existing flow offset implementation cost, and the experience has generated more than 10 million dollars in accretive revenue to date.
