Nomiki Petrolla

In February 2017, Crate and Barrel enhanced its iOS Wedding Registry app by adding commerce functionality, offering a more convenient shopping experience for its mobile users. Now, any customer can shop using the app; now, it is no longer exclusive to those with a registry. The goal was to drive the completion of a sale not just on one specific channel but to offer the best possible experience across many channels, regardless of where the consumer is.

I acted as the design linchpin between Crate & Barrel and GPShopper. The goal was to create experiences that would speak to the customer’s love for simplicity in CB products while also building seamless experiences with two separate development teams.

Within months of launching, the customers and brand were very, very, very happy:

•  Visit frequency increased by 83%

•  In-app revenue is 43% higher than original expectations

•  iOS app has 4.7 star rating

•  Downloads increased 137% since adding commerce

•  62% of users are opted into push notifications

More Details

Approaches

Crate and Barrel decided to run with 1 app and 2 separate flows in order to get the app into market quickly and still allow a good experience for their current app customers.

Flow Diagram

New Features

Build accessibility features to provide customers with options to purchase online and pick up in store. This reduced their costs for shipping and aided in an improved in-store experience for repeated visitation in the consumers journey as a C&B customer.