Case Study

How Ego achieved 222x ROI by scaling smarter with Noibu

Industry

Fast Fashion & Footwear

Job title

Head of Technology & Development

Noibu’s impact

Noibu helped Ego resolve 12 critical issues, delivering an exceptional 222.57x ROI.

TL;DR

Ego, a fast-growing fast fashion brand, used Noibu to shift their technology team from reactive firefighting to proactive growth. By automatically surfacing and prioritizing hidden ecommerce issues, Ego resolved 12 conversion-impacting blockers—resulting in a staggering 222.57x ROI. With Noibu, the tech team reclaimed valuable hours and redirected efforts toward long-term growth and innovation.

The challenge: Too much time fighting fires

Ego Shoes was scaling rapidly. But behind the scenes, Head of Technology Haroon Hussain was buried in daily technical issues—fixing bugs, chasing down user reports, and troubleshooting without enough data.

“As I joined, I was putting out a lot of fires. We needed to stop being reactive and start using technology to drive the business forward.”
— Haroon Hussain, Head of Technology

The challenge? There was no reliable way to proactively identify, prioritize, and fix errors that were impacting the customer journey. And existing tools didn’t justify their cost—often delivering poor value and limited support.

The solution: Noibu = visibility + velocity

Noibu delivered what other tools couldn't:

Full visibility into site issues impacting real users
Automated prioritization by business impact
Time saved across developers and tech leadership

“Noibu surfaces issues automatically—and helps you determine which ones matter most.”
— Haroon Hussain, Head of Technology

The results: 222.57x ROI + more time to build

The results speak for themselves:

Key outcomes from Noibu implementation

Total conversion blockers resolved

12 issues fixed

First error solved in under

1 month

Return on investment

222.57x ROI

Team hours saved (dev + tech lead)

Significant

Tech team focus shift

From firefighting → growth

“Noibu saved both my hours and the developer’s hours.”
— Haroon Hussain, Head of Technology

But even more valuable was the strategic shift it enabled. With fewer fires to fight, Ego’s tech team could focus on building the future—not just maintaining the present.

Why this matters to ecommerce leaders

Ego’s journey is a blueprint for ecommerce teams navigating growth with lean teams. Noibu gave them:

Time back to focus on customer experience improvements
Insights to prioritize what really matters for revenue
Confidence that their feedback shapes the product roadmap

For ecommerce leaders, this case proves that real growth doesn’t come from working harder—it comes from working smarter, with the right tools in place.

Frequently asked questions

Why did Ego choose Noibu over other tools?

Other tools were overpriced and failed to deliver actionable insights. Noibu surfaced issues automatically, prioritized by impact, and aligned closely with Ego’s growth needs.

What kind of issues did Noibu help resolve?

Noibu uncovered 12 critical issues across site performance, UX, and conversion paths—many of which were invisible to QA or not reported by users.

What made Noibu’s ROI so high?

Noibu saved valuable developer and leadership hours, recovered lost conversions, and enabled smarter prioritization—resulting in a 222.57x return.

Does Noibu adapt to feedback?

Yes. Ego’s Head of Technology noted that feedback he provided was actually reflected in the product. Noibu builds with customer input at its core.

Is Noibu just for fixing bugs?

No—Noibu goes beyond error detection to help teams discover conversion opportunities across UX, performance, and the customer journey.

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