Case Study: UScellular improves app experience and boosts ratings with Merkle

UScellular boosts app rating above 4 stars with Merkle

Merkle partnered with UScellular to address the challenge of improving the mobile app customer experience. UScellular had set an ambitious goal to move its app rating from 2.1 stars to over 4 stars within six months, requiring a fundamental shift to data-driven decision making. The project focused on leveraging analytics data to guide optimizations.

The solution involved Merkle validating and evolving UScellular's measurement framework, using Google Analytics to pinpoint friction points like login and bill pay. Through a collaborative, iterative process including biweekly analysis, they redesigned the app experience. As a result, Merkle helped UScellular increase its app rating to over 4 stars, drove a 163% increase in plan changes, a 27% rise in app conversion, and a 42% boost in monthly sessions, while embedding a data-centric culture.

UScellular