A solid, future-proof foundation

In close collaboration with Rituals, we worked to address core complexities and optimize the digital experience. As always, our key contributions centered on strengthening the technical foundation, but at the same time building on the existing control system of Rituals.

After an exploration phase, we built a significantly more robust technology stack, improving overall code stability and reliability. Additionally, we improved error diagnostics by providing more precise feedback and a streamlined feedback loop, allowing faster issue detection and resolution. We also managed to improve the onboarding experience through thoughtful design and integrating an AI-powered smart assistance solution.

To make the digital experience future-proof, the app was fully redesigned using React Native for both iOS and Android, enabling faster development, consistent updates, and a seamless user experience across devices.

Creating an outstanding experience

To make onboarding smoother, we helped Rituals clarify the visuals and optimized the flow for easier navigation. We also developed a smart assistant to guide users through the setup of the Perfume Genie. The assistant works with the user to personalize fragrance preferences based on their daily routine and environment.

For example, it considers whether the user prefers a morning scent, how much time they spend at home, and the size of their living space. Based on this input, the assistant generates an optimized fragrance schedule, ensuring users can fully enjoy the experience. To further enhance convenience, we introduced a phone widget, allowing users to turn the diffuser on and off remotely easily.

To minimize pressure on customer support, we implemented Wozzbot; an AI-powered support tool with Next Level Question Answering (NLQA). It detects common issues and answers user questions directly within the app. Wozzbot offers content and context-aware assistance, engaging in personalized chats. With a basic understanding of human emotions, it can adapt its responses to fit the user's mood. This proactive approach significantly reduced support calls by addressing problems before they escalated.

Combined, these improvements resulted in a 67% call optimization rate, boosting customer satisfaction and improving overall support efficiency.

Scaling success together

After six months of close collaboration, we successfully hit the go-live date in Q3 2024, staying within budget and well ahead of the holiday season peak. Following the initial launch, we spent the next three months building an even stronger working relationship. We worked closely with their teams to gain a deeper understanding of their backend, hosting infrastructure, firmware, and production processes. This strengthened collaboration paid off, allowing Rituals to handle a massive spike in Perfume Genie sales during the holiday season without any issues.

A prime example of this close partnership is how we approached challenges. We went beyond simply delivering fixes and strategized together. Whether adapting plans or solving issues, our collaborative approach ensured that our technical lead was deeply involved in key internal discussions, building trust and alignment. Instead of a task-focused relationship, we co-created the product as genuine partners.

During the first three months post-launch, we focused on polishing the app with weekly releases. By early 2025, the app reached full stability, allowing us to scale back the release frequency while maintaining quality. Previously, users would purchase the device, install the app, and often disengage shortly afterward. Now, with a smoother user experience and smarter features, retention rates have surged, averaging 150% growth across key stages, with the most significant gains in long-term engagement.

The current Genie models will continue to receive regular firmware updates, with dedicated support guaranteed for at least three more years. Looking ahead, we will continue to serve as the strategic technology partner, driving innovation and development for future Genie product lines.