Enabling mobile commerce innovation
Service
Industry
As one of the largest wireless carriers in the U.S., this organization serves millions of customers who expect seamless digital experiences — especially on mobile. But as user expectations evolved, the company’s existing mobile commerce experience was falling behind. They engaged us to redesign the mobile journey from the ground up and create an infrastructure that could support hyper-personalized, high-performance shopping experiences.
Challenge
The client faced a critical inflection point: while mobile traffic made up over 70% of digital visits, conversion rates on mobile were lagging far behind. A deeper audit revealed the following key challenges:
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Underperforming mobile UI: The mobile experience was clunky and inconsistent, leading to drop-offs during high-value conversion moments such as plan upgrades, device purchases, or add-on selections.
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Backend rigidity: The existing backend systems, built years ago for desktop-first use cases, were difficult to integrate with newer mobile interfaces or third-party services.
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No experimentation culture: Without built-in support for A/B testing or data instrumentation, product teams had limited insight into what changes actually improved the customer experience.
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Disconnected journeys: Customers often began their journey on mobile but were forced to switch to desktop or call support due to limited functionality or frustrating checkout flows.
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Limited personalization: Promotions and offers were static, missing opportunities to surface the right bundle or product at the right time based on user behavior.
Solution
We delivered a comprehensive mobile-first commerce strategy that emphasized speed, personalization, and continuous experimentation. Our solution spanned both frontend transformation and backend enablement:
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Progressive Web Application (PWA): We built a PWA that felt like a native app—fast, responsive, and capable of offline functionality. This approach reduced friction while allowing users to browse and purchase across devices without downloads.
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Headless CMS and commerce layers: Decoupling the content and commerce engines allowed for greater flexibility in creating targeted mobile experiences and pushing real-time updates without waiting for backend releases.
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API-first architecture: We created robust APIs to support personalization, order history, pricing logic, and promotions—allowing new mobile features to be deployed without touching the core systems.
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Personalization engine: We integrated behavioral data with campaign logic to deliver dynamic offers (e.g., family plans, trade-in deals, early upgrades) based on user profiles and actions.
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Experimentation platform: We introduced tools and processes for running weekly A/B and multivariate tests across different parts of the mobile journey—from homepage to checkout.
Results
The mobile transformation not only improved the experience—it unlocked mobile as a high-performing sales channel. What was once a lagging channel became a growth engine — empowering teams to deliver seamless, relevant, and high-converting mobile experiences that exceeded customer expectations.
30%
increase in mobile transaction volume within six-months
50%
reduction in mobile bounce rates through better speed and design
20%
lift in digital CSAT scores
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