MTS: Integrating a New Loyalty Service to MyMTS and lk.mts.ru

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:

The top management of MTS decided to close the old loyalty program and launch a new one.

I had to:

  • Close the old loyalty service in MyMTS app and lk.mts.ru.
  • Integrate a new loyalty service to MyMTS app and lk.mts.ru.

Task

I had to:

  • Preserve the user base of the old loyalty service,
  • Provide a user flow that would decrease the number of support tickets from the users of the old loyalty service,
  • Increase the new loyalty program user base due to the users of the old one and the new potential users.

The key metrics that the feature was targeting were:

  • The sign-ups for the loyalty program from the platforms.
  • Provide positive ROI for the integration within several months due to:
    • The LTV boost that the new loyalty service provided due to its nature.
    • The need to provide the cheapest MVP to ensure that the new integration reaches the breakeven point in the nearest months.

Action

  • I analysed the user base of the old service (using Google Analytics and user interviews),
  • I collaborated with colleagues from the new loyalty service to understand their user base and user scenarios.
  • I identified key user scenarios and collaborated with the engineering team to find an optimal MVP for launching the integration.

Results

My team and I:

  • Closed the old integration (with the previous loyalty program, MTS Bonus).
  • Launched an integration with a new loyalty service (MTS Cashback) to MyMTS and lk.mts.ru.

As a result:

  • 20K+ users signed up for the new loyalty service within 3 months after launch.
  • The number of support tickets regarding the loyalty program change didn’t reach the planned threshold.

Period

Around 2018-2019