Webbhuset is a reliable partner, and they have really hired good developers. What I think distinguishes them is that they are curious and proactive, and they feel ownership of what is delivered.
Global e‑commerce for one of the world's largest fintech companies
In 2017, Webbhuset was tasked with launching a new e‑commerce for one of the world's largest players in fintech. As the client's hardware range expanded and the business grew, the collaboration with Webbhuset also evolved. Today, the functions of tech, product, and design work closely together to improve the user experience and increase conversion. The tech expertise is provided by Webbhuset, which is a natural part of the e‑commerce team, which also includes the client's product manager and senior designer.
International player
The client is a successful startup that has become an international player. The collaboration began as a traditional e‑commerce project where Webbhuset created a so-called single-page application. At the time, there were only a few products in the webshop. As the fintech company expanded, the collaboration grew and now involves an even greater commitment. Today, several resources at Webbhuset are dedicated to working daily with e‑commerce and the client's internal product team. The journey over the past six years demonstrates Webbhuset's flexibility and ability to adapt working methods based on the client's needs.
Developing a part of the customer journey
This fintech company has a multi-step customer journey, with several departments within the organization that focus on different parts of the customer journey. One part of the journey is onboarding, while another step involves ordering hardware. Webbhuset is part of the product team Webshop responsible for e‑commerce with hardware, this is the client's only team consisting of external developers. In addition to developers, the tech lead, and project manager at Webbhuset, this team includes a senior designer and a product manager from the client. The combination of tech, product, and design provides a cross-functional working method that is valuable throughout the work process.
Daily meetings for development and follow-up
“We work as a team together with the developers at Webbhuset, we have stand-ups every day, and it gives us an agile working method. We think a lot together, when we talk about what possibilities exist and what improvements can be made, it’s nice to have the developers involved from the start. With their expertise, we can quickly determine if something is worth pursuing or if we should dismiss the idea. It's thanks to the developers being curious and engaged that we can have this working method. They come up with many of their own ideas on how we can develop the e‑commerce,” says the client's senior designer.
“Everyone's expertise contributes to determining which ideas we move forward with. We consider three aspects when deciding which features to develop in e‑commerce. We look at what is technically possible, what we as a company want to achieve in terms of goals, and what we as a team know will work best for the user based on our insights and experiences. Webbhuset never says something is impossible, but they can indicate the effort needed to achieve it. Then, together we can weigh that against what we believe we will gain from the change,” says the client's product manager.
The collaboration was restructured
The fintech company’s products are available in Europe, the USA, and Mexico. The first e‑commerce that Webbhuset worked on was launched in Denmark, then released in Sweden, spread across Europe, and in the next step launched in Mexico. They then also took the step into the USA. Initially, Webbhuset was only an external supplier, but the collaboration has been restructured to now function as a tight working group with daily contact. The product team now works in two-week sprints, with overall planning for a quarter. The planning includes sales goals and strategies, requirements from management, and planned launches from the hardware team.
Data-driven development
When the product team Webshop wants to test an idea or validate a hypothesis, they work with A/B tests. They compare the current experience with a new design to determine which design works best. It helps the team make decisions about changes in the webshop based on quantitative data. In an A/B test, two alternatives are set against each other where one group of visitors on the page is met by option one, and the remaining visitors are met by option two. The collected data shows how the two groups handled the change and answers whether any of the alternatives met the goals the team strives for.
“Actually, we would like to do an A/B test every time we make a change, but it requires a lot of resources. If we had as much traffic as, for example, Netflix, we could let an A/B test run for a few days and then have statistical significance. Now, we carefully consider which changes we A/B test and primarily choose those that are business-critical, those that are a bit larger and can impact sales. We also A/B test when we are convinced that a change will have a positive effect, but need facts on what the outcome will be in order to report this further up in the organization,” says the senior designer.
Suggestions for improvements from several directions
The product team is constantly working to improve the user experience to reach sales goals in hardware and has control over how these goals will be met. The Product manager and senior designer are always looking for improvement opportunities together with Webbhuset, but requests also come from other directions. User research methods are used to observe visitor behavior in e‑commerce, to see if any step in the purchase journey poses a hindrance for the visitor. The team also contacts customer service for insights into any general problems customers may have, which can help prioritize improvements in the webshop.
The fintech company's global presence requires the e‑commerce to be adapted to about ten different markets. Both language, assortment, and integrations vary between markets, so a simple function to translate texts is not enough. Simply put, every market requires its own webshop. To reduce the manual administration involved in handling over ten different webshops, Webbhuset has been able to automate the administration to some extent.
Having fun together
“At first, it wasn't entirely easy to get a team feeling since we aren’t in the same place. This was before Covid when you weren’t used to just meeting digitally, but it has really become natural. We are based in Stockholm and work remotely with Webbhuset, which is located in Gothenburg. It works very well, and we have fun together. Webbhuset is a reliable partner, and they have really hired good developers. What I think distinguishes them is that they are curious and proactive, and they feel ownership for what is delivered. Even though they are actually an external partner to us, they see the project as their own baby,” concludes the product manager.
Learn more about how Webbhuset works with process management here.
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