Hebe

M-commernce app that provides an omnichannel and personalized experience for each customer.

PlatformHebe platform Android/iOS
ScopeHebe scope Product Design, Consulting, Mobile Development
Overview

Client

Hebe is the second most popular drugstore in Poland and one of the brands belonging to the international retail group - Jerónimo Martins Group. The company prides itself in being the very best provider of health and beauty products. These include a wide range of natural, Korean, professional and traditional cosmetics, as well as diverse makeup assortment and beauty accessories. 

Due to its continuous development, Hebe has become one of the most prominent companies in the beauty industry and runs over 260 stores in Poland. In addition to selling high-quality products, Hebe adds extra value to its business, caring for every customer to feel beautiful and unique. 

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Background

Hebe needed a trusted partner who would lead them through the entire process of creating a mobile application, starting with the concept and design to successfully launching a product and further proceed with the development. We supported Hebe’s team in business and technical matters as well.  

Despite the fact the Client has already implemented an e-commerce platform in their business, they needed to enrich it with a new high-end mobile product. Hebe wanted to create a new transactional mobile application in order to better leverage over 60% of the traffic from mobile devices and to connect all of Hebe’s touchpoints. 

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Goal

The purpose was to create a mobile app that would be a single key to the Hebe world that connects all of Hebe’s touchpoints and provides an omnichannel experience. The app should also increase online and offline sales, helping Hebe to re-engage with customers.

We wanted to develop an app that would fulfil people all-important aesthetic needs, allowing them to appreciate beauty and search for it. Therefore, our primary goal was to create a product that would be functional yet appealing for clients and would satisfy their aesthetic needs. 

Challenges

The main challenges we have encountered included: 

  • Creating an app that connects all of Hebe’s touchpoints and provide customers with an omnichannel experience

  • Designing an application that helps company boost its conversion rate and also that is intuitive for users offering them a highly personalized experience 

  • Launching an application that aims to re-engage with customers and will be the heart and a brain of a new customer loyalty program.

Keep reading to see how we have coped with those challenges.

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Approach

Product Design

Hebe asked us to prepare in-depth analysis of technological mobile trends as well as benchmark analysis which helped Hebe to better understand the opportunities and challenges facing them. Our approach to design is always focused on users’ needs and business goals. Thus, the project started with the Product Design Workshop, in which we established our goals and project timeline for the application that we wanted to build. The main aim of the workshop was to determine the product’s functionality. Thus, we defined its functions and prioritized them using the so-called MoSCoW method. Based on the defined priorities we proceeded smoothly to the next step - mobile app design. We designed the app based on the data-driven approach focusing on customer’s needs and behavior as well ensuring consistent experience across touchpoints. At the initial design stage we created lo-fi mockups to confirm main principles with the Client and then hi-fi mock-ups which was the final product of this phase. In relation to the target group that pays attention to aesthetics, we kept in mind the fact that the UI design was very important. 

Simultaneously, Business Analyst created business and technical documentation. In this kind of projects that require the integration of multiple systems and platforms, the technical analysis stage is always very important - it allows clients to better plan the project implementation, ensures that the solution will be optimal from the technical point of view and reduces the organization’s risk related to unforeseen problems. Thus, our most experienced software Architects and Business Analyst participated in this stage. The final steps were to prepare a technical specification, system architecture and business specification.

After the Product Design and Pre-Development phase we were fully ready to start the actual development.

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Mobile App Development

After completing the Product Design, we started working on the app development process. We designed an intuitive, aesthetic and omnichannel mobile app which is engaging for customers. It required an integration with Salesforce Commerce which also empowers Hebe's e-commerce website and Selligent that is a provider of Marketing Automation supported by Laurens Coster - who is our business partner as well. 

Marketing Automation enables creating personalized content and push notifications to predefined segments. Moreover, the Client can now run campaigns that reach SMS channels as well as appear in the application, thus reaching specific target groups.

Two teams were involved in that project including six developers, Project Manager, Business Analyst and two Product Designers. They created all together native apps for Android and iOS.

How did the process look like?

Thanks to the analysis, we based the process on the documentation we had. Before the development phase started, the scope from the analysis stage was divided into two-week sprints using the Scrum Methodology. Therefore, we could constantly evolve our product. Furthermore, we were able to respond to upcoming changes and the client could track the development progress on an ongoing basis.  

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Consulting

The Client used our experience in launching the applications because he was looking for a partner to guide him through the entire business and technical process. We have advised on the best approach to launch strategy and helped with choosing tactics to ensure high retention, along with planning a product roadmap that would be consistent with Hebe's mobile app vision to meet business goals. 

Together we defined priorities - and thanks to our experience we advised the best solutions and verified client assumptions. It is worth noting that the Client was able to verify future steps relating to the product and think about its development. With such numerous opportunities and alternatives, we are constantly committed to creating the mobile solutions that Hebe’s clients need.

The client did not want just a subcontractor for the application; they was looking for a company that would be their partner as well. Together, we would create a product, and he would be able to count on consultants at  every stage of operation. That’s why he decided to cooperate with Future Mind. We can provide our customers not only high-quality mobile solutions but also the support of consultants in the business field as well as in design.

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Results

After eight months of intensive work, we have created a native m-commerce application that meets customers’ needs. It has been designed to be easy-to-use, intuitive, and convenient. Thanks to the app, Hebe is now more familiar with customers’ expectations and intends to provide them with personalized experience.

The main features of the app are as follows:

  • Allows to re-engage with customers and it is a heart of customer loyalty program 

  • Simple and intuitive onboarding 

  • New built-in channel for one-on-one communication with the customers regarding offers, promotions, order status, in-store vouchers, and so on

  • Enables loyalty management connected with an individual’s account, vouchers, loyalty cards, and so on 

  • Simplification of the purchase process, such as scan and add to cart. 

It is worth emphasizing that we started working in the second half of January, but in the meantime, the COVID-19 outbreak slightly changed the Client’s needs, and now we are aware that our application will fulfill even more important functions than expected. In the future, we will be working on the development of the app in order to increasingly enable remote shopping, as we know that our mobile product will play a more and more important role on the market.

We would like to express our appreciation for the trust they have placed in us; indeed, we are still enhancing the app to provide the best possible value for Hebe's users and stakeholders.

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