Founded in 1977 as a modest compounding pharmacy, Grupo Boticário has evolved into the world’s largest beauty franchise network with over 4,000 stores across more than 40 countries. Recognized as Brazil’s most beloved cosmetics brand, the company manages a diverse portfolio of seven leading beauty brands.
Paulo Araujo, Squad Leader and Digital Development Manager at Grupo Boticário, shares with us why flawless mobile app performance is essential to their business success and how the team used Instabug to deliver a world-class mobile user experience.
The Situation: Striving for Mobile Excellence
Mobile performance is a critical business imperative in today’s digital marketplace, and this reality hit close to home for Grupo Boticário. As is the case with most e-commerce companies, their apps have an important role in the customer experience, and any hiccup in performance can translate to an unsatisfied user. "The apps must run smoothly and keep users engaged and satisfied,” states Araujo.
The e-commerce team’s definition of success is an app that runs smoothly, boasts high performance, and maintains a low crash rate. But achieving these goals in the fast-paced, ever-changing mobile landscape proved challenging.
The Challenge: Navigating the Mobile-First Landscape
Grupo Boticário’s apps use a native stack, along with several different libraries and other technologies, and they lacked a specific tool for observability. Later on, they used web monitoring tools, but since these tools were not designed specifically for mobile, they failed to capture many of the crashes that were affecting their users. When they did detect a crash, it was not symbolicated, making it unreadable and largely unusable.
The team faced difficulties identifying the root causes of performance fluctuations and crashes, especially when they occurred without any new releases. Each crash caused significant damage to their business, and negative app store reviews streamed in from frustrated mobile users.
“We needed to quickly find a way to identify, understand, and correct issues as soon as they happen, preferably in our development environment, before they had any impact on our end users,” Araujo remarks.
The Solution: Instabug’s Mobile Observability Platform
Back in 2022, after a thorough evaluation of the leading crash reporting tools, Grupo Boticário chose Instabug for its superior ability to provide detailed crash information and visibility into existing errors within their cross-platform apps.
“Instabug had many advantages, for example, the ability to provide a deep understanding of specific crashes, along with the option to allow users to share that sort of feedback with us via bug reporting,” Paulo Araujo recalls. “The ability to capture crashes and pinpoint their origin was what excited us the most.”
The integration process was smooth, allowing the team to quickly start leveraging Instabug’s powerful features, going beyond their initial goal of robust crash reporting.
- Crash Reporting: Instabug’s detailed crash reports enabled the team to quickly identify and resolve issues, improving overall app stability.
- App Performance Monitoring: By setting up custom user flows, the team gained insights into critical metrics like the P50 and P95 for their app’s key user journeys.
- Bug Reporting: Instabug’s powerful bug reporting allowed both team members and customers to easily report issues, enhancing the feedback loop.
- Prioritized Issue List: Instabug’s automatic prioritization of issues streamlined the team’s workflow, allowing them to quickly focus on high-impact problems first.
The Results: Smooth App Experience, Data-Driven Decisions, and Improved Business Communication
With Instabug, Grupo Boticário’s e-commerce team achieved remarkable improvements. “We gained visibility over performance metrics that were never tracked before,” Araujo notes.
This newfound visibility allowed the team to proactively address issues affecting the entire platform and go beyond that to optimize the app’s user experience. A good example of this is how Instabug helped them discover underperforming key user flows and improve the performance of a specific action by approximately 60%.
Instabug also helped Grupo Boticário streamline their workflow and improve cross-team collaboration by automating issue triage with the prioritized issues list and quickly identifying the relevant team for each issue. This allowed them to reduce the time spent on time-consuming, repetitive tasks and focus on high-impact issues, boosting the team’s efficiency.
The improvements facilitated by Instabug extended beyond just technical metrics. Highlighting how Instabug transformed their interactions with business leaders, Araujo notes, “We have more confidence to discuss issues on the platform. We convey information with more authority and based on data, which builds an environment where other teams and leaders trust the information we provide.”
This data-driven approach has not only improved the app’s performance but has also enhanced the team’s credibility within the organization.
Looking Ahead: A Continued Partnership for Mobile Success
As mobile continues to be a critical revenue driver for Grupo Boticário, the partnership with Instabug remains crucial. “Our need to monitor the app will never end,” Araujo emphasizes. “We have an opportunity here to keep striving for success by improving what we’re already using and bringing enhancements to the table.”
With Instabug’s comprehensive mobile observability platform, Grupo Boticário is well-equipped to navigate the challenges of the mobile-first world, ensuring their apps continue to deliver exceptional experiences to their users.
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