Redesign capabilities to win in a digital world

Digitization

Helping clients build digital businesses by combining data science, human-centered design and Lean Startup methodology.

Recent digitization work


Problem

An Asian fashion retailer sought revenue growth but lacked deep understanding of its core customers. New collections had increasingly short life cycles and despite hours in developing creative content for ads, marketing impact was lacking. There was need to build customer insight and connect it to impactful marketing and sales.

Solution

With management, a framework for lean marketing and clear conversion goals were defined. To boost conversion rates, web analytics was used to pinpoint the best digital channels for new customer acquisiton. Cohort analysis was applied to segment light and heavy shoppers, and to develop a 360 profile of brand loyal customers.

Result

Aggregated data from different web analytics tools allowed identification of an international high-value client segment that was driving more than 40% of total sales. A private affiliate marketing program for this segment resulted in higher average transaction size and sales growth. The learnings helped the company to refine its overall marketing strategy.


Problem

A European B2B company had taken first steps to digitize its sales channels by a simple mobile app. While customers enjoyed the app, back-end order processing and service deployment remained manual, reducing the benefits of the app. Back-end processes were needed to handle the new digital sales channel effectively.

Solution

Taking project lead role, Reddel helped design and implement new processes, and drive software development sprints to improve mobile app features. Together with management, change management was executed, training employees and piloting and fine-tuning processes and tools.

Result

The new digital sales channel and back-end processes drastically improved efficiency and responsiveness in order processing. Manual handling of in-bound customer calls has been reduced while customer satisfaction has increased. The approach used sets the standard for internal efficiency and good customer experience.


Problem

A B2C software company was beta testing its software with users to get real data on user experience and browsing flow. The company lacked strong marketing channels and had difficulties identifying attractive channels for user acquisition. Past marketing campaigns on larger search portals and web communities had not been successful, with few sign-ups and exorbitant costs.

Solution

Through a program of systematic A/B testing of direct response ads across Facebook, Instagram and niche web communities in Asia, the team identified channels providing high conversion traffic at an affordable cost. A/B testing was further used to optimize the value proposition and message for each channel.

Result

The series of user acquisition campaigns across the chosen channels led to over 50,000 signups for the beta test. With the new large cohort of early users, the product team was able to collect in-app data on user behavior and develop ideas on how to improve retention rate of new users. This significantly helped the company to prepare for its official launch.


Contact our digitization experts

Tuomas Virtanen

Tuomas Virtanen Helsinki

Manager with experience in strategy, program management and pricing. Currently working on strategy implementation in financial sector and PMI of industrial SMEs.

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Seoweon Yoo

Seoweon Yoo Seoul

Business Developer with experience in go-to-market strategy, software/digitization, and program management. Currently working on program management software for a multinational construction company.

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Bernardo Clementino

Bernardo Clementino Helsinki

Business Developer with experience in strategy development for both private and public sectors. Currently leading a transformation effort aiming at improving operating margin of an industrial goods firm.

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Effective digital business building through growth KPIs and digital marketing

2 October 2014
Jihun Oh (Alumni)

Identifying and optimizing the growth KPIs of your product or service is critical to properly structure an effective digital marketing strategy. When businesses focus on a few key actionable metrics, the limited resources can be optimized to maximize impact in both marketing and overall growth.

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A data-driven approach to validate product-market fit with early adopters

14 April 2014
Holim Wang

Finding product-market fit is a prerequisite for any early-stage company to achieve fast-growth. This requires a data-driven approach towards product iteration. In this article, we introduce practical methodologies and tools that we have successfully used to test and achieve product-market fit.

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Tech startups can minimize their time in the trough of sorrow with a zoom-in pivot

16 September 2015
Jihun Oh (Alumni)

We reflect on the experience of an early-stage mobile startup and its struggles in the “trough of sorrow”. During this phase, many teams make the classic mistake of adding the “next feature” in hopes to spark traction for the entire product. Instead, mobile startups should consider a “zoom-in” pivot, where a single feature becomes the whole product

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