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.
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.
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.
Poor infrastructure
Broken communication
Confusing design
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.
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.
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.
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.
