Scuf Gaming Logo

Leveling Up
the Brand Experience Through Product Customization

Guidance enhanced and elevated SCUF Gaming’s customer experience with a replatform to Magento.
5 minute read

Who Should Read This?

This case study will be especially relevant for those interested in the following topics:

  • B2C Ecommerce
  • API Integrations
  • Magento Commerce
  • Ecommerce Migration
  • Magento Replatforming
  • Ecommerce Web Development
  • Custom Integrations
  • Custom ERP Integration
  • Gaming And Entertainment

THE CHALLENGE

SCUF was looking to enhance the user experience and elevate the brand with an immersive and updated website. Several pain points in SCUF Gaming’s previous architecture prevented the brand from fully utilizing native Magento features and limited their systems integrations (ERP and OMS). Furthermore, they required a seamless custom product configuration for their controller emulator tool and bundling solutions.

THE BRAND

Founded in 2011, SCUF Gaming is a global innovator and creator of high-performance gaming controllers that are fully customizable and built to customer specifications. With over a hundred patents, SCUF controllers have been developed to increase hand comfort, improve gameplay and extend play time. Loved by professional and casual gamers alike, the controllers are handmade and rigorously tested in their US and UK-based facilities to ensure each controller is built to outperform and outlast.

Powering Up with a Magento 2 Replatform

Given Guidance’s extensive experience with Magento, SCUF selected Guidance as the subject matter experts for a full Magento 1 to Magento 2 replatform and migration. Magento was chosen for its features, improved inventory management and streamlined product maintenance. SCUF also wanted to replatform to Magento for its improved product import automation and for a better category structure to feed the website’s menu. With so many years of experience in the Magento ecosystem, Guidance's developers are well versed in taking the out-of-the-box feature set and customizing it to create an experience that not only improves conversion rates but also ensures that the transactional experience feels like it's a natural extension of the brand experience itself.

For full and real time inventory data, Guidance helped SCUF extend the inventory information API to the configurator module. Further API work was in building out the OMS (Order Management System) and warehouse tools along with integrating the ERP (Enterprise Resource Planner) with Magento. SCUF’s custom built ERP named MES (Manufacturing Execution System) is like the heart of the system and is invaluable in uniting all the various parts of the company together.

 

 

Guidance custom built a Shipping Estimator Tool for SCUF that accurately predicts shipping times from warehouse to front door. The complexity in predicting the delivery date for the majority of the products lies in the worldwide availability of parts and the handmade nature of each controller. Controllers are prepared and tested entirely by hand in their US facility but product parts are sourced globally and shipment times can therefore be greatly impacted. The Shipping Estimator Tool takes into consideration the location of each part as well as all major holidays. The result is a very happy customer: a custom controller built to the customer’s preference delivered to their doorstep with an accurate delivery timeframe.

SCUF’s ecommerce website required multiple systems integrations. Guidance helped integrate the MES (Manufacturing Execution System), SCUF’s custom built ERP (Enterprise Resource Planning) solution for inventory and fulfillment management. Guidance implemented their instance of SendGrid for email marketing and Zendesk is leveraged for customer support management.

homepage[1]

SCUF selected Guidance as the SMEs to help enhance the user experience and elevate the brand with an immersive and updated website.

Multilanguage and Multicurrency Support

SCUF’s customizable controllers are popular around the world. Their ecommerce website required a multicurrency and multilanguage solution—both of which Magento supports and Guidance helped configure. Guidance created 7 different ecommerce websites with 4 different languages. The GeoIP Guidance custom coded automatically detects the customer’s geolocation and sets the country and language options. Supporting the fulfillment of customer expectation also meant installing a GeoIP-based selector to allow customers to change their region or language when desired.

Multi Currency

To support their multicurrency and multilanguage requirements, Guidance created 7 different ecommerce websites with 4 different languages.

Next Level Customization

Consumers are increasingly expecting customized or “made-to-order” products. Advances in digital and manufacturing technology have allowed brands to offer customers the ability to customize or personalize items online or in-store. SCUF Gaming has taken customization to a whole new level with their online controller customization tool. Not only does the controller design hold over a hundred patents to improve the gaming experience, it allows gamers the option to fully select the entire look and feel of the controller through a step-by-step customization experience.

Predesign Scuf Gaming
Predesign Scuf Gaming

For customers looking for prebuilt bundles, Guidance helped SCUF create a collection of bundled products and enhanced the prebuilt bundled products through Magento.

The customer first selects the controller based on the gaming console. Each controller comes in black and a few other colors at no additional cost. As the customer looks to customizing his/her controller, each selection adds to the total price. The outer “Shell” can be upgraded with unique colors, patterns and other skins to the customer’s preferences with over 65 choices. As the customer mouses over the color, the emulator shows the controller (both front and back) being modified in real time.

Once the customer has selected the outer skin of the controller, he/she is prompted to include EMR technology. Electro-Magnetic Remapping (EMR) is a technology SCUF created to allow a gamer to reprogram one of eight functions to any back paddle with the use of an EMR Mag Key. Part of the controller customization process is a full list of resources/FAQ at each stage of the configurator to address any possible questions. It helps to avoid confusion as the customer continues the customization options.

The next step is selecting the “Trigger” and “Bumper” system and color. Not only can a customer select the height and color of the thumbsticks but even the rings around the thumbsticks are customizable. All buttons have the option to upgrade to unique colorways and patterns. For intense gaming sessions where sweaty hands or prolonged usage may be an issue, SCUF has included the option to upgrade the grips to military grade and high performance grips that improve handling during gameplay. Given the amount of customization options, there are millions of options to select as the customer enjoys an almost game-like experience in choosing his/her unique controller.

Scuf Gaming Customizations

Guidance helped SCUF Gaming take user customization to a whole new level with their online controller customization tool.

When the customers have fully customized their controller, SCUF will offer upsell opportunities with storage cases, charging cables and even GamerGrip “dry hand” cream. The customer is also prompted to share their new controller creation via social media with an easy sharing link. The shareable link includes a snapshot of the custom controller and customers can share before they’ve purchased the product. Guidance helped SCUF integrate this entire experience for their customers and they’ve seen immediate success with their customization emulator tool. For customers looking to explore prebuilt bundles, Guidance helped SCUF create a collection of bundled products and enhanced the prebuilt bundled products through Magento.

SCUF Gaming Packages

With the amount of customization options, there are millions of options to select as the customer enjoys an almost game-like experience in choosing his/her unique controller.

Noibu: Powerful Bug Resolution

As customers browse and eventually checkout, there are sure to be website errors/bugs along their journey. Ongoing QA is a must-have but even then bugs are missed. Most ecommerce websites rely on their customers to report errors and bug discoveries. However, over 90% of website errors are never reported by customers. If the bug is a small one, the customer may pause and move along on his/her journey but many bugs, even large ones that can impact your bottom line, go unreported. Given SCUF’s configurator tools, it’s critical that every part of the controller customization process works seamlessly for the customer. Noibu is a bug/error reporting solution that monitors SCUF’s website around the clock and flags errors in real-time. SCUF’s website is a combination of multiple plugins, apps, browsers, devices and activity that can result in website errors. Noibu surfaces the critical errors that are hurting sales and conversions along the checkout funnel. If an error is difficult to replicate, it can take developers hours to discover and solve for the issue. Noibu removes that guesswork by breaking down detailed user session information for each error and providing a dollar amount associated with the issues. Furthermore, Noibu highlights the critical errors using a color-coded system that lets admins know exactly which error to address immediately without manual revision. SCUF is now able to prioritize errors based on lost revenue and resolve errors by providing necessary data to developers for bug resolution.

Signifyd: Guaranteed Fraud Protection

In keeping with its customer obsession across the entire buying journey, SCUF ensures that checkout will be friction free and that orders will be confirmed instantly and fulfilled without delay. The brand understands that customer experience doesn’t end at the buy button. Few experiences are more frustrating for consumers than to visit a website and discover just the right product only to be refused by a merchant when it comes time to pay and initiate delivery. Signifyd is a commerce protection platform that automates order flow while preventing fraudulent transactions. SCUF relies on Signifyd’s Guaranteed Fraud Protection to sort fraudulent from legitimate orders in milliseconds to ensure that fans of SCUF’s personalized controllers have them in their hands when promised.

SCUF Gaming Signifyd

SCUF relies on Signifyd’s Guaranteed Fraud Protection to sort fraudulent from legitimate orders to ensure fans receive their personalized controllers when promised.

Signifyd’s machine learning solution sees to it that legitimate orders are not incorrectly declined, leaving SCUF customers disappointed and potentially insulted by the insinuation that their orders were not proper. Signifyd has all but eliminated declines for SCUF, which once hovered in the double-digit-percentage range. The controller-maker now approves more than 98% of its orders, much improved from its pre-Signifyd performance. And while the company is shipping more orders, Signifyd’s solutions have all but eliminated fraud chargebacks. SCUF can ship more orders, knowing that Signifyd provides a full financial guarantee should an approved order turn out to be fraudulent. Moreover, the solution’s automation saves SCUF from conducting cumbersome manual fraud reviews, which slow orders and take time from agents who could otherwise be focused on SCUF customers.

Results

Guidance has resolved the pain points which once prevented SCUF from fully utilizing Magento’s features and functionality. 

 

The controller customization emulator and bundling solution is now seamlessly integrated into their ERP and OMS ensuring a powerful user experience and enhanced brand website.

Find out how Guidance can create solutions for you!

CONTACT GUIDANCE

Summary

Having pinpointed several difficulties in their previous ecommerce architecture, SCUF turned to Guidance for a new installation of Magento Commerce to ensure best development and integration practices. Their controller customization tool, the epicenter of their website, now has a fully integrated ERP and OMS that fully leverages all Magento features and functionality.

 

The new platform has given SCUF the flexibility to improve the user experience and enhance the brand with an immersive and updated ecommerce website. Unique to their industry, the controller builder emulator and product bundling solution has taken customization to a whole new level allowing gamers the option to fully select the entire look and feel of the controller through a step-by-step experience.

SERVICES

  • B2C Ecommerce
  • Magento Commerce
  • Data Migration
  • Product Configurator
  • Multi-Language Website
  • Multi-Currency Website
  • Creative Consulting
  • Ecommerce Website Migration
  • Web Development
  • Ecommerce Web Integrations

TECHNOLOGY SOLUTIONS

  • Magento Enterprise
  • Signifyd
  • reCAPTCHA
  • PayPal
  • Braintree
  • Affirm
  • Google Tag Manager
  • Avalara
  • SendGrid