How we helped a tolling app to become #1 in the US

From build-up to launching and scaling, Mighty Digital assisted Uproad, a smart highway drive solution app, in doubling its activation and retention rates. We helped the customer to build a solid growth infrastructure and data culture within the team.

Our Impact

1.2 points increase for Android app rating in 2 months

2x first and second-month retention rate

3x average user lifetime value

2x onboarding conversion rate on the scale of hundreds of thousands of users

Built growth and data infrastructure-related processes and all-pervading data culture

CCPA compliance engine (right to know/erase enforcement through the whole data stack)

Main Challenges

Our client wanted to get into the B2C business by building an app that helps pay for all US tolls. It was a challenge itself because there was no similar app due to the market features.

When we joined the project, the post-product launch retention rates were low and declining. Moreover, the average cost per user acquired was huge.

We also observed plenty of negative reviews. However, the app ratings were not that bad. Diving deeper into the issue, our team realized that the users who enjoyed the app did not provide any input. Obviously, it resulted in demotivation within the corporate environment.

There were no vendors we found in Eastern Europe with the depth of knowledge and experience Mighty Digital brought to the table. They have a Western sensibility to digital growth we admired.

Justin Zealand

VP of Engineering & Operations, Uproad

The Solution

We started with a complete redesign of the onboarding flow. Our team primarily relied on a set of little experiments and data. It showed an extreme advance instantly.

At the same time, we strived to identify loyal audiences leveraging mParticle. The task was to build processes that systematically encourage people to share product sentiment. Once the multiple portraits of power user personas were recognized, we helped the marketing team increase share of those user groups via audience/lookalike building.

In the next step, we built a growth framework. It allowed the team to systematically identify and fix product experience issues and prioritize and fix them.

To deal with compliances, we built an automated solution. It took care of all policies regarding any in-storage data.

At the same time, this implementation allowed the support team to focus on the customer and leave the processing of any privacy-related requests to happen automatically. Nevertheless, we’ve worked with the client for three years and hit some hard patches along the way. We really faced all kinds of early-stage startup mistakes. The primary challenges were related to decreasing user acquisition costs. The new privacy regulations made this effort much more problematic.

We also had multiple issues with a set of manual pipelines developed. But this was a great motivation to change the game. We've moved to Fivetran to bring the data quality to a new level. Oh, and contribute to better sleep for our engineers in the meantime.

Since our launch, we have leaned heavily on the growth platform Mighty Digital built to help guide every aspect of our data-driven growth and product strategy.

Justin Zealand

VP of Engineering & Operations, Uproad

10x increase in active users