How Proximus drove adoption of new app services with onboarding journeys

100

K

users adopted new services

10

%+

direct engagement rate

Overview

As Proximus expanded beyond traditional telecom offerings, the team launched the Proximus+ app to centralize a growing ecosystem of digital services. The challenge was ensuring new users quickly discovered and adopted these features. To drive activation, Proximus implemented a structured onboarding journey using Airship, designed to guide users through the app’s capabilities over time. By combining daily feature education with in-app feedback loops, the team created a lifecycle onboarding experience that increased awareness, engagement and adoption of non-core services.

Challenge

Proximus needed to accelerate adoption of new “beyond telco” services within its app while starting from a net-new user base. Many users were unfamiliar with the breadth of available features, making discovery and education critical in the early stages of the lifecycle. The team’s goal was to guide users through multiple services without overwhelming them, while also reinforcing value quickly enough to drive sustained engagement. Additionally, Proximus needed a scalable approach that could be deployed across multiple languages and markets, while collecting feedback to continuously improve the app experience.

Results

The onboarding journeys significantly increased awareness and adoption of non-core services, demonstrating the effectiveness of structured, lifecycle-driven engagement.

Airship helped us turn onboarding into a strategic growth driver. Rather than simply welcoming users into the app, we guided them through the breadth of services available in Proximus+, creating stronger engagement early in the lifecycle and helping more users discover value beyond our core telecom offerings.”

Carl Ringoet
Head of Marketing

Solution

Driving adoption through lifecycle onboarding journeys

Progressive feature discovery through onboarding

Proximus used Airship Journey Builder to create a structured onboarding flow that introduced new users to app features over time. Instead of presenting all capabilities upfront, the journey delivered daily messages highlighting individual services across mobility, energy, finance and more. This progressive approach reduced friction while helping users build familiarity with the app’s full value.

Multi-touch engagement across app lifecycle

The onboarding journey combined push notifications and Message Center content to engage users during their first days in the app. These touchpoints guided users back into the experience and encouraged exploration across different service categories. By spacing interactions over time, Proximus maintained engagement without overwhelming users during the critical activation window.

Feedback loop to drive continuous improvement

After the initial discovery phase, Proximus introduced an in-app NPS survey to capture user sentiment. Based on responses, promoters were prompted to rate the app, helping increase app store visibility and credibility. This feedback loop enabled the team to continuously refine the experience while reinforcing positive engagement behaviors.