How Rootstrap Helped Ownable Rebuild Their Website To Quadruple Their Black Friday Sales

  • clients

    Ownable

  • duration

    3 months

  • team

    6 Developers

    2 QA

    1 Designer

    1 Product Owner

the client

Ownable

Ownable allows members to rent tech devices for a low weekly price, either owning them after 6 months of payment or returning them at any time.

our objectives

our objectives

01

Rebuild website from scratch

02

Streamline “Become A Member” flow to increase user retention

03

Ensure platform is well supported to handle increased traffic from Black Friday

04

Fix technical problems preventing users from completing purchases

05

Redesign website to better highlight Ownable’s offerings

Ownable’s unique service, which allows people to try before they buy or keep devices only for as long as they needed,
had the potential to be an industry
game-changer.

But the remote team they hired to
build their website nearly destroyed
that potential.

challenges

the problem

It quickly became apparent to Ownable that the overseas team was fragmented and lacked leadership and project management. The team consisted of new developers hired as needed but had no vetting process to ensure compatibility with Ownable’s unique requirements.

Due to the significant time difference, communication between them and Ownable was limited and chaotic. Ownable had to review all of the code themselves because there were so many mistakes.

Development dragged on much longer than it should have.

01

Poor infrastructure

02

Broken communication

03

Confusing design

04

Frequent crashes

In a last-ditch effort, Ownable scaled the team to more than 20 people. But even though the site was finished in four months —just in time for Black Friday— it had poor design, was unstable, and unresponsive. It simply couldn’t handle the influx of users.

Terrible Load Times

Load times were terrible— more than 30 seconds per page, to the point that many pages would time out. When it did work, users got lost in the confusing, arduous sign-up process, leading to a high drop-off rate.

Losing Customers and Sales

To make matters worse, the website ended up crashing only hours into Black Friday, the biggest shopping day of the year, causing Ownable to potentially lose out on thousands of customers and sales.

Untenable Relashionship With Remote Team

With time, it became clear that the relationship with the remote team was untenable, and they turned to Rootstrap for help.

the problem

Load times were terrible— more than 30 seconds per page, to the point that many pages would time out. When it did work, users got lost in the confusing, arduous sign-up process, leading to a high drop-off rate.

To make matters worse, the website ended up crashing only hours into Black Friday, the biggest shopping day of the year, causing Ownable to potentially lose out on thousands of customers and sales.

With time, it became clear that the relationship with the remote team was untenable, and they turned to Rootstrap for help.

But with only three months left until the following Black Friday, the stakes were high. Ownable could not afford to lose out again on the most traffic-heavy ecommerce day of
the year.

solutions

solutions

01

New website with rock-solid architecture

02

Timely, clear and immediate communications

03

Streamlined design

04

Quick rollout of new features

Although cleaning up
the mess required constant communications between Rootstrap and Ownable to prioritize their workload, with Rootstrap being nearshore, this was easy to accomplish.

Because of the constraints of having to collect a lot of information and run a credit check, a lengthy signup process was a necessity.

Rootstrap reduced and simplified the steps users had to complete, adding storytelling elements to explain the necessity of the signup process and provide context for the steps to come.

The new website was launched three weeks before Black Friday to ensure everything worked as expected, with users gradually migrated to it.

Rootstrap also simulated the site with 20K users to test its capacity, ensuring it was bug-free and ready to go on time.

Rather than functioning as a remote team to which the development was outsourced, Rootstrap was a partner from the get go, working collaboratively with Ownable to make the process as efficient as possible and provide suggestions that would increase revenue.

01

improved signup process

Because of the constraints of having to collect a lot of information and run a credit check, a lengthy signup process was a necessity.

Rootstrap reduced and simplified the steps users had to complete, adding storytelling elements to explain the necessity of the signup process and provide context for the steps to come.

02

launched the new website

The new website was launched three weeks before Black Friday to ensure everything worked as expected, with users gradually migrated to it.

Rootstrap also simulated the site with 20K users to test its capacity, ensuring it was bug-free and ready to go on time.

03

became a true partner for ownable

Rather than functioning as a remote team to which the development was outsourced, Rootstrap was a partner from the get go, working collaboratively with Ownable to make the process as efficient as possible and provide suggestions that would increase revenue.

Best of all, Ownable had peace of mind. Instead of worrying about what might go wrong next, Ownable were able to focus completely on developing and
growing their business.

Rootstrap is still working with the
Ownable team to add more features and continually improve the site.