The new buttinette shopping app combines inspiration with products
"I love this app. Fast, uncomplicated and everything well presented." "I think this store is great, I always enjoy ordering from buttinette." The positive user feedback after the first 100,000 downloads of the buttinette app proves: the company has hit the bull's eye with the launch of its mobile service.
The goal of the project with foryouandyourcustomers was to offer customers a new, easier and unique shopping experience parallel to and synchronized with the buttinette online store.
"We have been supporting buttinette for several years on its path to digital excellence. The fact that we were now able to conceptualize, design and implement the buttinette app as a full service provider, following our intensive collaboration to optimize the online store, makes me very happy."
— Jens Plattfaut - CEO foryouandyourcustomers Munich
It is also a proof that we not only strive for long-term customer relationships - we really live them at foryouandyourcustomers. The long-term business relationship was also one of the reasons for Danny Jäger, Head of E-Commerce at buttinette, to bring the CX team from foryouandyourcustomers Munich "on board as experts and innovation drivers to realize the app."
Mobile device takes buttinette offering to a new level
buttinette has around 500 employees and is one of Germany's largest mail order companies for handicrafts with more than 20,000 articles. The project was launched at the beginning of 2020 to offer existing and potential new customers a mobile device alternative with an intuitive and modern user interface. "In the future, our customers should always have our online store handy in their pocket," says Danny Jäger, summarizing the company's vision.
To fill this vision with life, foryouandyourcustomers reviewed possible solutions for the application and determined their advantages and disadvantages in the first phase of the project. "Then, together with buttinette, we developed a product vision to sharpen the target image and prioritize the features in order to focus on an implementation solution as well as specify technical options," describes Judith Fingerle, Head of Customer Excellence at foryouandyourcustomers, the procedure.
"We then developed a user friendly concept and visual design for the app. Further on we evaluated a technical partner to implement the mobile solution with us."
— Judith Fingerle - Head of Customer Excellence
In its role as a full service provider, the team at foryouandyourcustomers then developed and implemented the new buttinette sales channel in an agile process. The CX team in Munich took over the part of agile project management, consulting with a focus on an outstanding customer experience, conception and design, as well as support and testing of the technical implementation.
An outstanding customer experience - the success factor for a long-term and loyal customer relationship
When creating the intuitive and user-friendly app according to the Human Centered Design process, great emphasis was placed on clear visual guidance, ease of use and faster information transfer as well as optimizing usability. Customers can now make purchases more effectively and efficiently. The more direct placement of inspiration pages such as knitting instructions or new features such as "Shop the Look" provides positive impulses and serves to increase the "Joy of Use". Using the app should be fun.
In addition, attention was also paid to ensuring that the customer experience is a seamless shopping experience across all platforms - whether desktop or mobile variants. For example, the personal shopping cart is now synchronized with each other - online and mobile - and always kept up to date. Wishlists can be created on one device and modified on the other. Purchases that were started in the app can be continued effortlessly and without loss of information in the online store.
A trusting cooperation and sustainable knowledge transfer
A key success factor for the introduction of a new technical solution into a company is to build up knowledge internally at the customer's site. For this reason foryouandyourcustomers and buttinette worked closely together at all times. In addition to the collaborative development of the concept, design and final solution, there was complete transparency between the teams throughout all phases, the buttinette employees were enabled to maintain the app independently, among other things, through the introduction of agile project management. "It was an exciting and at the same time a very varied assignment from start to finish, as once again our expertise as a full service provider came into play and we accompanied the customer through the entire development process in an advisory and implementation capacity," summarizes Judith Fingerle in retrospect.
"Our challenge was to exceed the expectations that were set for the app and we hopefully succeeded. The result is a great, user-friendly solution with an engaging look and feel. An app that can be easily adapted to new user requirements and technical innovations at any time."
— Judith Fingerle - Head of Customer Excellence
Danny Jäger agrees: "foryouandyourcustomers successfully accompanied us step by step, from the product vision to the rough and fine concept and then finally in the implementation phase and set important impulses during this time to create a great product. Especially in the area of agile project management and customer experience design foryouandyourcustomers made a big impact."
It was a very successful collaboration for foryouandyourcustomers, too. For us, it was a great thing to be able to continue to successfully accompany the family-run company in its digitization efforts and we are already looking forward to continuing our close relationship and all further joint projects.