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:
I had to replace the old integration of an MTS Shop E-Commerce service to MyMTS mobile apps with the new one. The old integration was a set of static banners leading to the MTS Shop’s website. The new integration should have been made more sophisticated and personalised.
Task
I had to provide a user flow that would increase revenue and profit from the new integration.
The key metrics that the feature was targeting were:
- The number of purchases made on MTS Shop via MyMTS apps.
- Increase the Average order value (AOV) for the purchases made on MTS Shop via MyMTS apps.
Action
- I analysed the user base of the old service (by using Google Analytics and conducting user interviews),
- I collaborated with colleagues from MTS Shop 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 launched a new integration of MTS Shop E-Commerce service in MyMTS mobile apps.
As a result:
- The number of purchases made on MTS Shop via MyMTS apps increased by 25%.
- The Average order value (AOV) for the purchases made on MTS Shop via MyMTS apps increased by 10%.
Period
Around 2018-2019
