iD Mobile
Delivering a new, improved mobile customer experience for a leading MVNO
An App that had outgrown its foundations
iD Mobile is a leading Mobile Virtual Network Operator (MVNO) offering great-value plans with inclusive roaming across 50 destinations, data rollover and flexible add-ons on an award-winning network.
In December 2022, iD Mobile partnered with Apadmi to transform its customer experience across iOS, Android and web.
Its existing app had become a barrier to growth. Built on an outdated platform, it lacked analytics, modern infrastructure and comprehensive self-service capabilities, limiting both customer experience and future development. With a commitment to do more for customers, iD Mobile chose Apadmi to rebuild the platform for long-term growth.
“We selected Apadmi due to their reputation for delivering award-winning user experiences for major brands – they instantly understood our vision and shared our passion for the product and its potential.”
Rohit Vedi, Managing Director, iD Mobile
Built on scalable foundations
Apadmi took a strategic approach to redesign iD Mobile’s digital experience, creating a scalable platform built for continuous improvement.
Native app built for the future
The app was rebuilt natively in Swift and Kotlin alongside a self-care web application, providing the flexibility and scalability needed for future innovation.
API-driven architecture
A MuleSoft-powered API architecture enabled faster iteration and easier feature delivery, allowing the app to evolve alongside customer expectations and subscriber growth while expanding self-service capabilities. This empowered customers to manage their accounts independently and seamlessly.
New features to drive growth
Personalised handset and tariff upgrade recommendations were introduced alongside multi-subscription management and Roam Beyond add-ons, creating a new revenue stream. A user-centred design approach delivered a simpler, more intuitive experience throughout.
Reliability to drive customer satisfaction
Improved reliability and performance reduced connection errors, increased customer satisfaction and supported continued subscriber growth. Today, customer satisfaction is higher among app users than non-app users, while the platform comfortably handles increased traffic during peak demand.
Improving App Store performance
Apadmi’s App Optimisation specialists introduced in-app review prompts and an active community management strategy, helping increase the app’s rating from 2.3* to 4.5* and reflecting significantly improved customer sentiment.
Turning customer insight into product improvements
The partnership has continued beyond the rebuild, with Apadmi’s Customer Research team helping iD Mobile better understand user behaviour, specifically around customer contact.
Analysis showed contact volumes spiked during customers’ first 40 days, particularly around billing, number porting and returns. While iD Mobile knew where customers were contacting support, it wanted to understand why.
Apadmi’s Customer Research team combined qualitative interviews, quantitative surveys and usability testing to uncover the reasons behind customer behaviour and identify opportunities to improve the digital experience. The research validated existing analytics with real user insight, resulting in prioritised recommendations and prototypes that continue to shape iD Mobile’s product roadmap.
The research explored what customers needed during onboarding, what encouraged self-service, and where the digital experience could better support them.
Our findings informed a series of UX improvements, prototypes and prioritised design recommendations that continue to shape iD Mobile’s product roadmap. Together, Apadmi and iD Mobile continue to refine the experience, helping customers self-serve with greater confidence while reducing avoidable contact.
Results
Working closely with iD Mobile, Apadmi expanded self-service capabilities, reducing reliance on contact centres while improving the customer experience.
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2M
subscribers now self-serving through the app
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4.8*
App Store rating (up from 2.3* for the previous app)
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49%
reduction in App-specific inbound customer contact within 12 months
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