Case Study: LEGO Creates a Friction-Free Checkout with Medallia Digital Experience Analytics

Creating a Friction-Free Checkout Process with Decibel

The LEGO Group sought to modernize its online customer experience but struggled to understand why shoppers were abandoning its checkout process. Their existing analytics and voice-of-customer tools from Adobe were insufficient for identifying the specific reasons for these friction points. To gain a holistic view of user behavior, LEGO partnered with vendor Medallia Digital Experience Analytics (formerly Decibel) and implemented its digital experience analytics platform.

By integrating Medallia Digital Experience Analytics into its marketing stack, the team used session replays and heatmaps to uncover a critical, unexpected issue: shoppers were frustrated by non-clickable credit card icons. This insight allowed them to redesign the checkout flow. Using the platform's Digital Experience Score (DXS), they quantified the improvements, providing data to justify changes across the large organization and ultimately creating a more friction-free experience for their customers.

LEGO

Tim Murphy

Leader of Global eCommerce Shopper Experience