BASE
My BASE

Rethinking self-service to earn trust, not just clicks.

TL;DR

Reimagined self-service in a price-sensitive market.
Turned routine clicks into moments of trust with guided flows.
Decreased call center load, higher satisfaction, and less churn as clients felt understood.
Enabled significant cross-selling when new offerings launched.
My BASE app took center stage in national media campaign.

About BASE

BASE (Liberty Global) is Belgium’s third-largest telco, known for its customer-centric approach.

Services

Product Management
Strategic Design
User Experience Design
User Interface Design
Mobile Development
Growth & Data Strategy

Project

2014 - 2025

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#1

Became Belgium’s highest-rated telco app in App Store and Google Play Store

4.3

Customer satisfaction (CSAT) for the new flow

35%

More feature uptake in the first month

Best UX 2024 for
Fast Company
‍

Effie Award for campaign impact (TBWA Belgium)

Featured in Pub for digital CX leadership

A collage of UI elements. Like mobile telecom app screens.

Collage of UI elements, like confetti and hero's.

With November Five, BASE turned its app into a tool that empowers customers and strengthens loyalty.

Gerald Dumortier
Chief of BASE, Telenet Group

The challenge

Self-service: efficiency or empathy?

In a telecommunications market where price is the default battleground, BASE wanted to break out—not by being cheaper, but by being better. Could we make self-service so reassuring and human that people would prefer it, not just tolerate it?

Three young adults laying on orange gravel of a basket ball court. They are laughing at a phone.

The Solution

Designed for peace of mind.

With trust as the goal, BASE set out to make switching feel unnecessary—giving customers reasons to stay. We saw self-service as a chance to build that trust. Guided flows like Budget Control tackled bill shock by letting customers set limits and block surprises. Data Jump, built on fairness and the promise “Your data is your data,” reminded customers of their choice for BASE. The result: BASE is a preference, not a choice.

4 insights

Friction that builds trust, designed for peace of mind.
Clarity beats novelty.
Deep customer empathy unlocks natural cross-selling.
Partnering for growth powers extraordinary results.

Three mobile MyBASE-app screens on top of an image where a woman is calling on a bicycle.

Key insight 1

Friction that builds trust, designed for peace of mind.

We didn’t treat Budget Control as just another setting. We started from people’s need for peace of mind. The result: a guided experience that reassures and protects. In interviews, customers described Budget Control as the moment they felt BASE truly understood them.

Three concept mobile app screens of an AI woman on a plain background. At the bottom is a red cross.

Three product mobile app screens that display budget control in a story view. At the bottom is a checkmark.

Key insight 2

Clarity beats novelty.

With Chill Your Bill, we used the same guided, supportive approach for invoices—another churn event. We tested an AI-driven video against a text-driven, step-by-step flow. Turns out, a little meaningful friction feels more human than the newest tech: BASE customers valued clarity and choice over simulated humans.

Key insight 3

Deep customer empathy unlocks natural cross-selling.

BASE launched TV and internet, we redesigned the My BASE app and welcomed customers with a short, smart intro animation. It introduced the new services and interface in a tone that matched how our customers connect with BASE: informal, clear, and in control. A flow designed for “generation débrouille”—and it worked. By leading with empathy, we unlocked meaningful cross-sell without it ever feeling like a pitch.

Person walking in front of a poster wall with MyBASE-app advertisement posters.

Key insight 4

Partnering for growth powers extraordinary results.

13 years of shared insights and action made us more than just builders for BASE. By truly partnering and focusing beyond features, we turned the My BASE app into a driver of loyalty and growth—proof that lasting impact comes from consistently working as one team.

BASE My BASE