Introducing The New & Improved @Fab Mobile App

Mobile is a cornerstone of the Fab experience. It is not an understatement to say that Fab is a breakout mobile retailer. Each day 30% of Fab’s sales comes from our mobile apps on iPhone, iPad, and Android devices. During some day-parts we see 50% of our sale come through our apps. We even had two days in the last 30 days where the entire days we saw more mobile revenue than pc mobile. That compares to 10% mobile sales for most e-commerce companies.

Our formula for building a great mobile retail experience is:

Build mobile first. For nearly a year now, we’ve been designing and building new Features for Fab’s mobile users first, and then taking those features to the web. Building mobile-first forces us to think about how Fab will be used by people on the go first, and people at their desks second. We’re now in a rapid development cycle on Fab mobile, updating our app with new features and usability improvements every few weeks.
Keep it simple. Our mobile UX philosophy is to just get out of the way. We try to make it as simple and easy as possible for our members to discover the Fab products. The functionality of our apps is intended to just fade into the background, not occupy the foreground. It’s not about us. It’s about the products.
Build mobile experiences, not mobile shopping. Yes, Fab is a retailer. But our entire mobile experience is designed more for browsing and discovery than it is for buying. We want people to want to take their mobile out of their pocket hourly just to see what’s hot on Fab right now. We believe that if people enjoy browsing and discovering on Fab, plenty of sales will happen over time.

For my fellow business numbers geeks, here’s some additional data on Fab mobile:

Fab’s mobile customers purchase 20% more items per order than our web customers.
Fab’s mobile customers also have much higher lifetime value.

So, with that, we just released a set of new features for the Fab App.

Navigation-less browsing. As the Fab member scrolls on the app, the navigation elements fade away so that they user can focus entirely on the Fab products.

Steady-state.

Browsing (Nav elements fade away).

Dramatically improved search, browse, and filtering.

Search, browse, and filter by product type or color.

Sort by Price, Best Selling, Most Faved, Availability.

Bookmark your faves and purchases with your own new Fab profile.

Here you see my profile which shows all of the items I’ve Faved and Purchased. Yes, I really did buy the unicorn poop!

As always, we’re still just getting started. More improvements coming regularly to the Fab App.

Download the New and Improved Fab App!

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The shiny new Fab app is here! Love.
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About

Betashop is the website of Jason Goldberg,
Founder & Chief Executive Officer at Fab.

Jason founded Fab in 2011 with Bradford Shellhammer (Chief Design Officer) and Nishith Shah (Chief Technology Officer).

Fab is everyday design.

Fab’s mission is to help people better their lives with design. Millions of people around the world use Fab to discover everyday design products at great prices, to connect with the world’s most exciting designers, and to share their favorite design inspirations. Smile, you're designed to.

Some have called Fab "the fastest growing E-commerce company on the planet." We like to say we're just doing our best to serve up great design that makes people smile.

Fab now serves more than 11 million members across 26 countries. Fab grew sales by more than 500% in 2012, one-third of which comes from users of the Fab mobile apps for iPad, iPhone, and Android devices. In February 2013 Fab was named the #5 most innovative company in the World by Fast Company. Fab won the award for Best E-Commerce Company of The Year at The Crunchies in both 2012 and 2011. It's all very humbling and inspiring. The truth is we celebrate our challenges more than our successes at Fab and we're really still just getting started.

Fab is the fourth company Jason founded. Jason previously founded fabulis, socialmedian, and Jobster. In 2009, following the sale of socialmedian to XING AG, Jason was Chief Product Officer at XING, based in Hamburg, Germany. Before starting Jobster in 2004, Jason led product and business initiatives at both T-Mobile USA and AOL Time Warner. In a prior life, Jason spent 6 years working 100 hours a week for Bill Clinton in the White House.

Jason is also an investor in and Board Member at RJ Metrics. He is also an investor in BlackJet and Twitter. Notable prior investments: TweetDeck.

Jason is a product guy. He loves to blog, loves transparency, and loves trying to make people smile. Jason shares everything about Fab on his blog, betashop, at http://betashop.com.

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