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UScellular Improves its App Experience with a Data-Centric Approach

Quick Take

UScellular wanted to improve its customers’ experiences, especially on the mobile app. Learn how Merkle | Cardinal Path used data from Google Analytics to help move UScellular’s app rating from a 2.1 to more than 4 stars.


In late 2020, UScellular was looking for ways to improve its customer experience, partnering with Merkle | Cardinal Path (M|CP) to reorient the organization toward data-centered decisions. One high-priority area in this reorientation was the mobile app. Internally, UScellular set an ambitious goal: achieve an app rating above 4 stars within 6 months of the project kick off, which would indicate that users were having positive experiences.


There were several key steps UScellular and M|CP took to make data-driven app optimizations.

  • Validating that the data was accurate and relevant: M|CP took a close look at the metrics that UScellular was using to evaluate its digital practice, evaluating each metric to understand its connection to desired business outcomes.
  • Evolving the measurement framework: M|CP used the KPIs that passed validation to create a new measurement framework and monthly scorecard for the app to assess progress toward the 4-star goal over time.
  • Assessing the end-to-end app experience: M|CP used Google Analytics data to identify points of friction in the app. This exercise uncovered the login process, bill payments, and plan changes as recommended focal areas.
  • Collaborating on the data-first approach: After UScellular deployed app updates, they worked hand-in-hand with M|CP to identify what needed to be tracked within the redesigned app experience, design and deploy data collection, and start measuring results.
  • Iterating and communicating frequently: UScellular and M|CP’s collaborative efforts included biweekly meetings as part of M|CP’s serial analysis program to analyze app performance and make decisions around how to continue optimizing.


UScellular and M|CP’s data-centric approach to app optimization generated strong results.

UScellular’s app rating increased from 2.1 stars to 4.1 stars in one year.

App conversion rate increased 27% year-over-year to reach record levels.

Plan changes, a key action taken by users within the app, grew 163% year-over-year after the redesign of the plan change user flow.

Monthly app sessions increased 42% to all-time high levels.

Beyond the quantifiable wins, the frequent conversations about app performance have also helped the UScellular team advance on its path toward a data-centric organizational culture

“Shifting to a data-first mindset was a big change for our organization,” said Diane Matulis, Director of Digital Performance at UScellular. “Having Merkle | Cardinal Path kick off that journey with data at the center was just the momentum we needed to jump start the project and get the team excited for a new approach.”