Dollar Shave Club (DSC) is a men’s grooming company based in the US. The company is far from a conventional retail store, as it provides personalized packages and delivery of razor blades, handles, aftershaves and other male shaving products.
The brand’s mission statement says that DSC is solely dedicated to helping men shaving in a smarter, and less expensive way. This, in turn, leads to a better life through the use of high-quality personal products in a convenient and technologically effective way.
The company’s main business model is to offer monthly subscriptions to deliver high-quality razors for a few dollars a month plus extra facial care products. To boost customers’ orders, DSC needed to update its mobile app to offer great UX to its growing customer base.
Softermii was contacted to produce the Dollar Shave Club latest mobile app after the initial app developer could not provide the required UX quality, speed of development and usability features. Our aim was to give users full control of their orders while learning more about the products to bring the brand to life.
By creating a versatile top-notch retail mobile app that fits the bill we had to develop varied functional elements such as online payments and UI/UX that weren’t there by default for the Android platform. In addition, the complex backend needed to be integrated.
Regarding the development process, Softermii worked in weekly sprints with the Dollar Shave Club in-house team, making co-creation with the client a weekly habit. Such cooperation allowed us to create an environment where ideas and thoughts could be easily presented, negotiated and tested with the end result being highly satisfactory. In fact, we had to redevelop the mobile app from the ground up at the same time working with the DSC design team to boost the app’s UX.
Of course, every entrepreneur has a set budget, and more often than not it is quite strict. The app we developed for them makes a great example of high usability and acclaim by users, notably for a company that offers inexpensive but quality products. Developing a great app may turn out more expensive in the short term. But if we take the long run, the app’s redo will become more expensive because of poor quality and cheap development processes.
Dollar Shave Club is unlike traditional razor retailers as Gillette. It doesn’t have brick-and- mortar stores, and its customers use its website and Android / iOS mobile apps to make purchases. And the mobile part has been growing more important as DSC key audience is under 35 and these customers are mobile friendly in their extreme.
As the mobile app should have been the storefront for the product offerings of DSC, we strived to meet the highest standards of excellence in mobile development. When Softermii started working for Dollar Shave Club, we helped boost the mobile app’s conversion rates. Apart from creating an Android app we A/B tested it to secure great performance results across all devices and social user groups. Once we completed the testing and all necessary improvements were made, the DSC mobile app mobile conversion rates were raised by dozens of percent and over 125 percent in cases of Samsung Galaxy Note and Google Nexus.
“When you have this many new user ordering on mobile, you are obliged to provide a spotless experience, while making it personable and fun. We have witnessed how Softermii raised the bar of our brand’s digital voice, and people really appreciate being able to order our products easily using their smartphones”
Dollar Shave Club mobile app Dollar Shave Club is simple to install and use. Getting the amazing Dollar Shave Club razors and grooming supplies delivered to you in just a couple of clicks with no long term commitment or hidden fees is the thing customers want. And that’s on top of a 100% money-back guarantee.
In more than a year with Softermii, Dollar Shave Club has noticed compelling and concrete benefits of such cooperation. The more efficient process and ability to engage more users, to the point that thousands of new mobile were downloading and installing the new app on their phones. Overall the company received around 400,000 recurring orders placed via the new mobile app and become a unicorn.
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