Bell’s self-serve apps are the front door to its network, and a hybrid experience that felt second-rate was pulling down both customer satisfaction and NPS.
“A self-serve app is the front door to the network. If it feels second-rate, so does the brand.”
Bell’s self-serve platform, including MyBell, Virgin, and PC Mobile, lacked the flexibility to offer an optimal customer experience. A detailed assessment of the hybrid apps indicated a suboptimal experience and a lower NPS.
ML arteka recommended migrating from the hybrid platform to a native experience, with development brought in-house and a partner retained to assist. ML arteka was selected to support solutioning, architecture, and development services under a Bell-led project across both Android and iOS.
The result: Bell’s project team launched two of the four apps on a much more reusable and flexible codebase, delivering a much-improved user experience and a significant increase in NPS.
Business Outcomes
A native rebuild on a reusable codebase raised the quality of the experience and the loyalty behind it.
On a reusable, flexible codebase.
A significant increase in Net Promoter Score.
Shared across the app portfolio.
The Transformation
From hybrid apps to a native, reusable foundation.
- 1
AssessDiagnose the Hybrid ExperienceA detailed assessment linked the hybrid apps to a suboptimal experience and lower NPS. - 2
DecideMigrate to Native, In-HouseRecommended a native rebuild with development brought in-house and a partner to assist. - 3
SupportArchitecture and DevelopmentProvided solutioning, architecture, and development services for Android and iOS under a Bell-led project. - 4
ReuseA Flexible, Shared CodebaseBuilt a reusable, flexible codebase that speeds delivery across the app portfolio.
The Business Challenge
Hybrid Apps Holding Back the Experience
Bell’s self-serve apps could not deliver the experience customers expected.
Suboptimal experience
MyBell, Virgin, and PC Mobile lacked the flexibility for an optimal experience.
Lower NPS
The hybrid assessment indicated a lower Net Promoter Score.
Limited flexibility
The hybrid platform constrained what the apps could become.
Business Outcomes in Detail
What the Numbers Mean
On a reusable, flexible codebase.
A significant increase in Net Promoter Score.
Shared across the app portfolio.
Technology Snapshot
The Native App Foundation
The right partner does not just deliver code. By supporting architecture and enabling Bell’s own team, the engagement left behind a reusable foundation and a stronger internal capability, not just two shipped apps.
Client Perspective
“The differentiating factor in working with ML arteka is definitely the people. They leverage in-person meetings and whiteboarding sessions to ensure that all your requirements and needs are fully understood and catered to. With their years of development experience, they are able to screen and recommend top-tier candidates. Once engaged they take the time to monitor how things are going and address any issues in a prompt manner.”
Jeremie Racine — Senior Manager, Program Design and Delivery, Bell
Executive Questions and Answers
The questions leadership tends to ask when evaluating an approach like this.
Approach
Why migrate from hybrid to native?
The hybrid apps were tied to a suboptimal experience and lower NPS. A native rebuild on a reusable codebase gave Bell the flexibility and quality customers expect.
Model
How was the work structured?
Development was brought in-house under a Bell-led project, with ML arteka supporting solutioning, architecture, and development across Android and iOS.
Impact
What changed for customers?
Two of the four apps launched on a more reusable, flexible codebase, delivering a much-improved experience and a significant increase in NPS.
