

Research Over Redesign: How Rabaconda Chose a Smarter Path Forward

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Industry:
- Motorsports equipment
- Mid-market
Service:
- Targeted Optimization
value goal:
- Quick wins
- Bigger winning tests
- Clear testing roadmap
Timeline:
- 1 month
About rabaconda
Rabaconda, a leader in tire-changing tools and motorsports equipment, partnered with Chirpy to assess whether a full website redesign was necessary to drive better performance and user experience. Rather than jumping into a large, resource-heavy redesign, Rabaconda wanted a research-backed evaluation of the current site’s strengths, weaknesses, and highest-opportunity improvements.
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Targeted Optimization
Their Challenges & Our Solutions
- Uncertainty about whether a full site redesign was necessary or beneficial Resolved by delivering a research-backed recommendation that a full redesign was not needed, avoiding unnecessary cost and risk.
- Risk of overinvesting in a major redesign that could create new problems Minimized by uncovering that the site already had a strong foundation in UI and content.
- Lack of clear visibility into current site strengths and hidden friction points Addressed through a detailed multi-method research project — combining heuristics, analytics, and user behavior data.
- Need for an objective, research-backed assessment — not guesswork or opinion Provided via a formal research report, session recordings, heatmaps, and analytics analysis.
- Desire to avoid disruption to eCommerce operations and user experience Solution: A phased, granular optimization roadmap instead of a disruptive full redesign.
- Pressure to improve site performance efficiently and cost-effectively Supported by prioritizing improvements with a clear Airtable roadmap — enabling high-impact changes without full-scale rework.
- Ensuring any changes would align with real user behavior and expectations Delivered by analyzing real user sessions and customer review data to inform every recommendation.
- Balancing strategic growth with tactical improvements Enabled by providing a roadmap that balances quick wins with long-term strategic UX improvements.
Our Process
We were evaluating critical aspects like:
Overall site usability
Are users able to navigate and find information easily?
Content clarity and effectiveness
Does the content meet user needs and drive action?
User engagement patterns
What do heatmaps and session recordings reveal about how users interact with key pages?
Friction points
Where are users dropping off or getting stuck?
Conversion pathways
Are key journeys (like checkout) smooth and intuitive?
Trust and credibility signals
Is the site effectively building confidence with customers?
Responsiveness and mobile performance
Is the experience consistent across devices?
Voice of customer feedback
What are customers telling us through reviews about frustrations or expectations?
Data trends
What do analytics tell us about traffic behavior, bounce rates, and conversion opportunities?
At the end, we delivered
- A detailed, comprehensive research report
- A live recorded walkthrough
- An actionable Airtable roadmap
- Strategic consultation
When Rabaconda approached Chirpy, the goal wasn’t to rush into a redesign — it was to make a smart, data-backed decision about the best way forward.
Through a combination of heuristics, analytics, heatmaps, session recordings, and customer review analysis, we assessed how real users were interacting with the site and where improvements could be made. The research revealed that while there were areas for refinement, the site’s foundation — in both design and content — was strong.
Rather than recommending a costly, risky redesign, we proposed a more efficient path: incremental optimizations guided by a prioritized Airtable roadmap. This approach would allow Rabaconda to evolve their site intelligently — making high-impact improvements at a reasonable pace and budget, without introducing unnecessary complexity.
From Insight to Impact
Key Insight
Strategic evolution beat a full redesign.
Rabaconda’s existing site already had many strengths. Focused optimizations — not a ground-up rebuild — would deliver better ROI, lower risk, and faster improvements.
Research Methodologies Used
- Heuristic evaluation Expert review of UI/UX
- Analytics review Deep dive into performance data to uncover patterns and friction points
- Heatmap analysis Understanding user engagement and interaction patterns across key pages
- Session recordings Observing real user behavior to identify usability issues and drop-off causes
- Customer reviews analysis Mining voice-of-customer feedback for insights into pain points and expectations



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Results
At the end, we have
- Research-driven decision making Delivered comprehensive insights from five research methodologies — including heuristics, analytics, heatmaps, session recordings, and customer reviews — to provide a deep view of site performance.
- Redesign recommendation withheld Based on research findings, advised against a full site redesign — protecting Rabaconda from unnecessary costs, delays, and the risks of introducing new, avoidable problems.
- Prioritized roadmap delivered Developed a detailed Airtable optimization roadmap, giving Rabaconda a clear, phased plan for incremental improvements — allowing for smarter, low-risk evolution instead of a disruptive overhaul.
- Insights consolidated into actionable deliverables Provided a comprehensive findings report and hosted a recorded review session — ensuring the team had both strategic guidance and tactical next steps.
- Resource and budget optimization Helped Rabaconda avoid a major redesign investment and instead focus resources on high-impact, data-backed updates that could be tackled more granularly and cost-effectively.
- Shift toward a data-led optimization mindset Reinforced the value of research-driven decision-making over assumptions — setting Rabaconda up for smarter site evolution and better business outcomes long-term.
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Our Process
Over 6 months, we were evaluating critical aspects like:
CRO program & team maturity
Current CRO processes and testing velocity, training gaps and operational bottlenecks
Strategic planning & prioritization
Experiment prioritization frameworks, hypothesis quality and consistency
At the end, we delivered
- Comprehensive experimentation playbook
- Quarterly CRO roadmap tailored to business priorities fhdjshfjsdkfhjksdhfkjsdfhdsdfhsfkj fjksdhjkfh fhjdkshfs
- A fully designed and implemented program management hub
Royal Caribbean and Celebrity Cruises were operating CRO initiatives but needed a more structured and scalable approach. Chirpy partnered closely with eCommerce, content, and merchandising teams to build internal expertise, align on priorities, and create sustainable processes for running high-velocity tests. Beyond frameworks and playbooks, we instilled a culture of experimentation and provided hands-on guidance to implement best-in-class testing programs — from statistical design through to action-oriented reporting.
Royal Caribbean and Celebrity Cruises were operating CRO initiatives but needed a more structured and scalable approach. Chirpy partnered closely with eCommerce, content, and merchandising teams to build internal expertise, align on priorities, and create sustainable processes for running high-velocity tests. Beyond frameworks and playbooks, we instilled a culture of experimentation and provided hands-on guidance to implement best-in-class testing programs — from statistical design through to action-oriented reporting.
From Insight to Impact



“Chirpy exceeded our expectations! Conversion Rate Optimization is critical for Rabaconda since we offer a unique product to an extremely niche market. Our partnership with Chirpy helped us gain valuable insight on where and what we can improve throughout our customer experience and, as a result, improve our conversion rate.”
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