A telecom operator wanted its flagship self-serve app to do more than manage accounts, it wanted a moment of delight customers would remember and recommend.
“Utility earns adoption. Delight earns advocacy.”
The operator needed a self-serve mobile experience within its flagship app to boost activations, adoption, retention, and brand value, letting users monitor voice, data, and text usage, pay bills, manage accounts in real time, and add data through a unique gesture.
ML arteka used a delivery approach with parallel iOS and Android development, building a native application decoupled from front and back ends with a modular microservice architecture. A persistent login used the customer’s phone number and PIN alongside fingerprint and Facebook options, and to add data, users simply shake their device, turning a routine action into a memorable brand moment.
The result: 97% of users found the product easy to use, with 93% satisfaction, 92% likely to recommend, and a measurable lift in NPS.
Business Outcomes
A native, responsive app with a signature gesture elevated the brand and turned satisfaction into advocacy.
Easy to activate, and easy to find.
From consumer research.
To family and friends.
The Transformation
From a routine self-serve app to a memorable brand moment.
- 1
DeliverParallel iOS and AndroidA delivery approach that developed both platforms in parallel to move quickly. - 2
ArchitectNative and ModularA native app decoupled from front and back ends with modular microservice architecture. - 3
AccessFast, Familiar LoginPersistent login by phone number and PIN, plus fingerprint and Facebook options. - 4
DelightShake to ActivateUsers shake the device to add data, turning a routine action into a signature experience.
The Business Challenge
Turning Self-Serve into a Brand Moment
The app had to boost activations and retention while creating something customers would remember.
Boost activations and retention
Drive adoption and brand value within the flagship app.
Real-time account management
Monitor usage, pay bills, and manage accounts on the go.
A memorable moment
Create a unique, delightful way to interact with the brand.
Business Outcomes in Detail
What the Numbers Mean
Easy to activate, and easy to find.
From consumer research.
To family and friends.
Technology Snapshot
The App Stack
Features get an app installed. A moment of delight gets it recommended. The shake gesture gave a utilitarian self-serve app a personality customers wanted to share.
Executive Questions and Answers
The questions leadership tends to ask when evaluating an approach like this.
Experience
Why build a gesture instead of a button?
A shake gesture turns a routine action into a memorable one, which elevated brand identity and drove advocacy, 92% of users said they would recommend the product.
Delivery
How were both platforms delivered quickly?
A parallel iOS and Android approach on a native, modular microservice architecture let the team build and deploy both versions efficiently.
Adoption
Did customers find it usable?
Yes: 97% agreed the product was easy to use, activate, and find, with 93% overall satisfaction.
