MTS: Increasing Traffic, Sign-Ups, and Purchases from the Loyalty Program Integration in MyMTS

by | Jun 13, 2023

Situation

The company: At MTS, the leading telecom company with 88 million users and a large digital ecosystem, I was a part of the MyMTS team.

The product portfolio:

MyMTS (30+ million MAU) is a self-service app. It was the #1 mobile app and #30 among all Russian apps (by AppStore ranking in 2018). MyMTS app is accompanied by the self-service websites: mts.ru and lk.mts.ru (10+ million MAU).

I managed a portfolio of these 3 B2C web and mobile products within the “Loyalty, ads, and targeted communications” vertical.

Context:

MyMTS had a hamburger menu for some time. The designers conducted a study according to which it became clear that such a menu should have been turned into a tabs-based one.

The engineering team was against this change at first.

As far as my parts of the app were very impacted by the change, I investigated the context to see if the change could help me reach my product’s goals.

Task

I had to understand whether the change in the menu could have a positive impact on my products.

The key metrics I was targeting were:

  • Increasing the sign-ups for the loyalty program from MyMTS.
  • Increasing the number of purchases via the loyalty program from MyMTS.
  • Increasing the conversion to purchases via the loyalty program from MyMTS.
  • Due to the nature if MTS Cashback, the integration was an LTV boost driver and influenced the integration P&L and ROI.

Action

  • I analysed the current integration with the hamburger menu (using Google Analytics and user interviews),
  • I gathered feedback and data from the designers, UX researchers.
  • I collaborated with the engineering team to understand the risks and technical challenges of turning the hamburger menu into the tabs menu.

Results

I justified the need to redesign the app for the whole MyMTS team (from the team leader to the CTO and the dev team).

As a result:

  • The traffic to MTS Cashback integration grew by 3 times.
  • After the integration page update that followed, the conversion to sign-up increased by 2 times. Due to that, the number of purchases increased by several times.

Period

Around 2019