Ashley Furniture optimizes the mobile experience.

Mobile app initiative.

Ashley Furniture recognized the need to enhance its mobile app to better serve its customers. In collaboration with Quantum Metric, Ashley Furniture embarked on a journey to refine their digital customer experience and drive higher engagement.

Ashley Furniture faced several challenges with their existing mobile app, including high cart abandonment rates, a convoluted payment process, and bugs that eluded traditional QA methods. These issues were hindering their ability to deliver a seamless and satisfying customer experience.

Utilizing Session Replay for enhanced user insights.

Understanding customer preferences.

One of the early insights gained from Quantum Metric’s session replays was understanding how users interacted with their shopping carts.

“We found a very large percentage of our users were treating their cart like their ‘Favorites.’ They would load up their cart with several items, sometimes totaling thousands of dollars, and then leave it without purchasing,” said Gary David, Director of Product Management, at Ashley Furniture. This led them to understand why they were having high cart totals that were not converting and begin an initiative to investigate their Favorites capability. Recognizing this, Ashley Furniture planned to revamp their app’s user interface to make the ‘Favorites’ option more prominent and user-friendly.

Detecting hidden bugs.

Another significant discovery was related to a bug that went unnoticed during internal testing. Gary noted, “We saw that when people opened the app for the first time after we launched our visual search feature, they were getting the onboarding prompt every time they opened the app.”

This persistent issue was quickly identified through session replays, allowing the development team to resolve it promptly. “This was a quick win and helped us improve our usability scores,” adds Gary.

Enhancing home screen engagement.

Session replays also revealed that users were not scrolling down the home screen, missing out on important content like deals and recent items. This insight led Ashley Furniture to redesign the home screen to display more essential items immediately, enhancing user engagement and communication of deals.

Leveraging Dashboards for complete comprehension.

Quantum Metric’s dashboards have become an indispensable tool for Ashley Furniture, providing comprehensive visibility into app usage and performance, including:

• Tracking version adoption - Dashboards enable the team to track version adoption, operating system comparisons, and user frustrations. This centralized view allows Ashley Furniture to make data-driven decisions and continuously optimize their app.
• Operating System comparisons - Using Dashboards, Ashley Furniture can break down app usage by operating system, allowing them to understand the differences between Android and iOS user behaviors.
• Custom Metrics and reporting - The team created custom metrics to focus on engaged conversion rates and session engagement. These metrics provide valuable insights into the app’s performance and help drive strategic decisions.

Impact:

The collaboration with Quantum Metric led to significant improvements, including:

• Enhanced visibility into user behavior
• Faster identification and resolution of critical bugs
• Enhanced customer satisfaction through an improved app experience