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


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.

Objective 01:
Rebuild website from scratch.
Objective 02:
Streamline “Become A Member” flow to increase user retention.
Objective 03:
Ensure platform is well supported to handle increased traffic from Black Friday.
Objective 04:
Fix technical problems preventing users from completing purchases.
Objective 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. 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.


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. 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.

The Process:
The Process -- phase 01:
Phase 1:
  • Instead of a fragmented off-shore team, Rootstrap brought developers, tech leads, and project managers that had been working together as a cohesive and tight- knit team for years. While Ownable was still engaged with the process, their experience went from nightmarish to productive.
  • 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.
The Process -- phase 02:
Phase 2:
  • We redesigned the homepage to better highlight Ownable’s services, modeling it more like an ecommerce site to showcase the products and rental process instead of company history and other extraneous information.
  • Rootstrap focused on building a website that was flexible and accessible, allowing for the addition of more features down the line as Ownable expands.
  • Because of the constraints of having to collect a lot of information and run a credit check, a lengthy signup process was a necessity.
The Process -- phase 03:
Phase 3:
  • 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 migrating 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.
The Results

Ownable received 4X as many orders as the previous Black Friday, and the site handled the increased user load with ease. Previous users were also migrated seamlessly. In that single day, we helped to drive $2.5m in sale

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.

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