Turkcell wanted to treat their most loyal consumers group in the most premium by providing exclusive access to some of Turkcell’s offerings.

The Platinum services are designed to allow easy access to a range of exclusive services and offers our experience promotes segment loyalty as well as subtle upsell to Turkcell’s high-value customers.

Promoting aspirational lifestyles, The Platinum App is a unique blend of personal concierge, luxury magazine and exclusive directory of offers and privileges.

Designed as the gateway to the exclusive Platinum World, the app includes premium features such as one-touch concierge services, account management and access to a range of discounts and offers targeted towards the luxury sector which can be shared with family and friends.

To enhance this experience we created an elegant yet simple UI that reflects the qualities of premium publications through full-bleed lifestyle photography, classic typography delivered through a discerning editorial tone of voice.

We designed the app to be non-intrusive using notifications sparingly and only for relevant recommendations or truly great offers

We employed subtle use gamification techniques to promote status within the segment which in turn encourages uptake of high tariffs and privileges.

Refined and elegant animated and responsive UI elements create an intrinsically rewarding process that is a pleasure to simply interact with.

A simple and understated colour palette matched with classic typography creates a feeling of balance and calm.

Our photography shows glamorous people in aspirational locations and helps to place communications in a world close to the heart of the audience.

The app currently has approximately 250,000 users in Turkey

Key features

1. Pay bills

2. Access account

3. Read articles

4. Privilege redemption (offers)

5. Customer service

6. Live chat

7. Roaming upgrades

8. Track my phone

9. Notifications

10. Tariffs and upgrades

11. Book services from the platinum team

Watch features:

1. Call back customer service

2. Notifications

Category based.

1- Increase on the customers scores for the below categories(Q4 2014 ? Q4 2015):

SATISFACTION: increase from 3,9 to 4,3

RECOMMENDATION: increase from 4,0 to 4,2

FEELING THE LOSS of PROGRAMME: increase from 3,3 to 3,8

2- Increasing difference between the scores of competition and us on the three image KPI’s: (Q4 2014 ? Q4 2015):

“A brand i like”: increase from 1,78 to 2,27 points.

“Takes care of me” : increase from 1,18 to 2,00 points.

“Worth the price i pay” : increase from 0,62 to 1,14 points.

3- Download numbers grew %116 by the end of the year.

4- With the 3 months period before and after our re-launch date;

• Sessions increased by 129,35%

• Active Users increased by 40,34%

• Returning visitor numbers increased %146,25

• New visitor numbers increased %42

• Avg. Session Duration increased 321,95%

Target audience: %70 male, lives in 5 major cities in Turkey, has Premium lifestyle, wants comfort in life and doesn't want to waste their time, they don't want to hastle to get what they need from Turkcell.

Our customer proposition was an application with a unique blend of personal concierge, lifestyle magazine, and exclusive offers.

Our business goals were;

•Up-sell platinum tariffs

•Present and up-sell roaming

•Make privileges easy to find and enticing

•Cross-selling

•Customer retention and loyalty

We positioned Platinum application as the entry point to platinum world. In order to satisfy our affluent customers and their expectations as well as achieve our business goals, we need to redesign our Platinum App.

Our goal was on the one hand to increase Turkcell Platinum customers’ active usage and unique download ratio to the app from business perspective and on the other hand to differentiate from Turkcell look&feel from design point of view...

We wanted ensure a more prestigious brand with Platinum Segment.