My Bell Mobile App

Twenty-two million Bell customers were calling when they should have been tapping. Against a $10.8M annual support-cost problem spanning billing confusion, technician coordination, and device troubleshooting, we redesigned the self-serve experience from the ground up. The result: an estimated $7M in recovered support costs, 92% of users understanding their bill without calling, and an app store rating that climbed from 3.2 to 4.8.