Case Study: Hobbycraft resolves 26 critical site issues and saves $213K with Noibu

How Noibu Helped Hobbycraft’s IT Team Optimize Their Error Resolution Workflow

Hobbycraft, a UK-based arts and crafts retailer with a growing ecommerce site, faced challenges in identifying and resolving critical website issues. Their process relied on customer service reports, which lacked technical details and context, forcing their development team to spend excessive time trying to reproduce and prioritize problems without knowing their full scale or impact. This reactive approach risked revenue loss as frustrated customers would often simply shop elsewhere rather than report a problem.

By implementing the Noibu platform, Hobbycraft gained deep visibility into customer sessions and site errors. Noibu provided the technical console-level details and exact lines of code needed for developers to quickly fix issues, moving from watching hours of session recordings to targeted resolution. This solution allowed the team to proactively find errors before they were reported and efficiently correlate customer complaints to their root causes. As a result, Hobbycraft resolved 26 critical issues, saving an estimated $213,000 in annualized revenue and significantly reducing the time spent on investigation.

Hobbycraft

Daniel Collier

Head of IT