Eurostar · 2025
Mobile App Strategy
Bringing content management and merchandising in the Eurostar app up to best-in-class web standards.
Product Content
Content Strategy
+130%
total app clicks, to 1.6M, after the merchandised content strategy
5 teams
Content, Mobile App, GTM, Devs and UX aligned on one way of working
1.6M
total clicks on content in the app
The challenge
Content management and merchandising in the mobile app lagged behind the web experience.
My role
I reframed a new way of working for teams around shared standards for how content is managed and merchandised in the app.
What I did
- Optimised homepage merchandising in the app
- Brought mobile content standards closer to best-in-class web
- Created new A/B test sections in CMS to increase mobile app searches
- Personalised in-app promotions to adapt to each audience
The A/B test
Control vs Variant B: testing a search bar at the top of the app homepage to increase searches. Variant B won with 167% increase in rogression to upgrade page.
