What: I lead the complete experience transformation of the new du app. Guided by the experience strategy, I lead my team through some 1000 wireframes and created a simple, relevant app with proactive notifications and personalisation as a core. The transformed app increased our customer penetration from 40% to 70% in a 5 month period. By adding proactivity and personalisation, in a human feel, we reached the highest funnel conversion ever in a specific journey +54%.
My role: UX and Creative Director for du and EITC.
My goal was to create a seamless and connected experience.
Our design principles: Simplicity, transparency, personalisation and rewards have guided all design. By merging our business targets with our customer needs we transformed our app into a best in class experience.
By adding our key principles to all design decisions we delivered relevant, simplified UX with proactive, personalised content.
What really worked: By presenting a personalised use case on our e-commerce confirmation page, we drove continuation in to the app. Ex: Congratulation on the purchase of your data bundle. Check your data or call consumption in real time on our app. Followed by timely notification and upgrade suggestion when running out of data or minutes all connected to personalised offers.
By introducing introducing Apple Pay with biometrics we offered a one click payment.