Drive feature adoption: How we Surfaced up User States to Refine Offer Discovery

Imagine this: a family account with multiple phone lines, each line with its own data quirks, habits, and endless opportunities for upgrades. And yet, every time the primary account holder logs into the app, it’s the same story — all the enticing plans and exclusive deals are laser-focused on that one primary line, while the rest remain underserved & missed-value.

Why was this important to solve?

This wasn’t just a lost opportunity; it was an experience that eroded value and stripped users of control. The potential for premium add-ons, upgrades, and tailored offers sat there, completely wasted — a classic case of the product falling flat both in user experience and business impact.

How did we break free from this narrow, myopic approach to create something that actually resonates? We reimagined the user experience to surface every valuable option without overwhelming or annoying the user.

This is the story of solving that puzzle — how we deepened engagement, earned greater trust, and triggered a major uplift in business metrics through our redesigned offer discovery feature: “Multiple Nudges.” on our mySTC Bahrain App.

Principles guiding our feature strategy:

Our approach was rooted in three core principles:

• Multi-Line Engagement Over a Single-User Paradigm
• Proactive Discovery While Preserving User Control
• Harnessing Under-utilized Data Signals for Timing

1. Multi-Line Engagement Over a Single-User Paradigm We stopped thinking about the subscriber as just one person and started looking at the whole account as a multi-line ecosystem, each line needing individual attention. Instead of the basic persona-based playbook, we aimed for a new kind of user experience—layered, interconnected, and evolving. The journey was no longer linear but a network of parallel paths for each line, with specific, relevant offers that spoke to them.
2. Proactive Discovery While Preserving User Control Throwing every hidden offer at the user doesn't work—it's annoying and screams desperation. But hiding value isn’t an option either. We needed a balance: smart, context-aware prompts that never overstepped. So, we combined intelligent surfacing with capped frequency and crafted spotlight “hero offers” that appeared at just the right moment. This blend ensured that we stayed proactive while letting the user stay in control, ultimately building trust rather than eroding it.
3. Harnessing Under-utilized Data Signals for Timing Instead of just relying on the obvious signals like recent usage or payment cycles, we dug deeper. We brought in subtle, context-rich data points—time-of-day app activity, the mix of plans within an account, shifts in usage across secondary lines—integrating these through tools like SAS. This gave our “Multiple Nudges” feature the power to be predictive, unveiling secondary-line offers that felt timely, personal, and not like random noise. The result? Offers that hit when the user was primed to act, not just when we felt like pushing them.

This evolution turned the app into more than a transactional tool. It became a platform that respects each user’s needs, capitalized on often-ignored opportunities, and set the stage for sustained product growth.

It’s a model for how to rethink discovery—by respecting complexity, embracing subtlety, and delivering real value where it matters most.

Key Takeaways

• Think Ecosystem, Not Just Users: Look beyond the primary account holder and think about the complete ecosystem. In a multi-line scenario, each user brings unique value, and treating their needs individually can unlock hidden opportunities for growth.
• User Control Is Key to Engagement: Overloading users with offers erodes trust. Instead, craft a balance—thoughtful, well-timed nudges that empower users while guiding them toward relevant value. Proactivity doesn’t mean pushing everything; it means pushing the right thing at the right time.
• Data Is Your Differentiator: Going beyond the obvious data signals to understand behavior is crucial. Harness subtle data to inform decision-making—integrating these insights makes nudges not only smarter but impactful, driving results that feel authentic rather than algorithmic.

These strategies enabled us to craft a differentiated, user-centric experience that spoke to the needs of every individual line while uplifting the entire account. It’s a powerful reminder that focusing on the right balance—between proactivity and control, personalization and relevance—can create a product experience that resonates, delivers value, and keeps users coming back for more.

Disclaimer: The views expressed in this article are solely those of the author and do not necessarily reflect the opinions or positions of the author's company or its affiliates