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MyBASE

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

project lpqo-0001-website
2024

TL;DR

Key Takeaways
  • Reimagined self-service in a price-sensitive market.
  • Turned routine clicks into moments of trust with guided flows.
  • Achieved Belgium’s highest-rated telco app, with fewer complaints and higher satisfaction as a consequence.
Year
2012 - 2024
Services
Product Management
Strategic Design
UX Design
UI Design
Mobile Development
Growth & Data Strategy
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Download for iOSDownload for Android

#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
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 choose 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. By tackling what mattered most—protecting customers from bill shock—we created guided flows that made users feel safe and understood. “No bill-shock, ever” became the recognized promise at the heart of MyBASE.
KEY INSIGHT 1

Friction that builds trust, designed for piece 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 mobile MyBASE-app screens on top of an image where a woman is calling on a bicycle.
KEY INSIGHT 2

When 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.
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 3

Partnering beyond features, for extra-
ordinary 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 MyBASE app into a driver of loyalty and growth - proof that lasting impact comes from consistently working as one team.
Person walking in front of a poster wall with MyBASE-app advertisement posters.