Simpler, Smarter and Better.

Skinny Mobile

Integrated Digital Customer Experience.

Skinny Mobile Website 01

How might we deliver simplicity and value to customers.

To facilitate growth by improving service within their low cost model and offer – Skinny sought to set a new benchmark in customer experience simplicity, lower their cost to serve, improve retention and increase sales, drive efficiency and deliver integration across all digital channels.  



  • Growth in sales – Stronger revenue and significant new customer acquisition on digital
  • Improved self service – Simplified customer experience in purchase and account management
  • Lower cost to serve – Reduced customer service management – lower cost to serve through call centre
  • Integrated platform –  Integration with back-end services and enabler of product extension
  • Simplified experience – Set market benchmark for simplicity



  • 25% increase in online sales
  • Increased ARPU (revenue per customer)
  • 154k new customers in first year
  • Complex product range and bundling options made simpler
  • Full analytic benchmarking and alignment to commercial objectives



  • Lean UX methodology through a highly iterative engagement process 
  • Ongoing projects to optimise customer experience including signing up and switching
  • Continuous improvement of joining and customer management services
  • Customer Journey Mapping sprint defined business investment roadmap for next 18 months
  • Online shopping experience in responsive format


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  • Content Strategy
  • Customer Journeys
  • Digital Strategy
  • Experience Mapping
  • Personas and Scenarios
  • User Experience (UX)
  • User Research / Analytics