Auditing the onboarding experience.

01  — FIRST IMPRESSIONS

Your front door needs to shine. The Proximus+ app is the primary touchpoint for millions of customers, and the login and registration flow is the gateway to everything the app has to offer. They had data pointing to friction in the funnel. They wanted to understand it properly, and fix it. So they brought in In The Pocket for a fresh perspective.

What really appealed to us was the strength in both UX and the technical side. Those were exactly the two areas where we needed to make progress."
– Carl Ringoet, product owner Proximus+

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02 — TIME IS MONEY

In fast, in deep

We kicked off with an intensive on-site intake day, bringing together stakeholders from business, design, data, and engineering. One-on-one conversations with individual team members gave us the internal context we needed to hit the ground running, and set the tone for a genuine collaboration throughout.

When we spotted blind spots in the data mid-project, we optimized the tracking plan so the team could act immediately. And where the brief asked for a competitive benchmark, we went further: no static report, but an interactive walkthrough of how comparable apps handle the full login and registration experience.

The best of all? We delivered the full engagement within three to four weeks.

“We stuck tightly to that timing. The team at In The Pocket played it sharp."
– Carl Ringoet, product owner Proximus+

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03 — THE FULL PICTURE

One funnel, four angles

Our work covered four areas: user experience, accessibility, data and observability, and technical architecture. Together, they gave us a complete picture of the onboarding flow, from the screens users see to the systems running underneath it.

On the UX side, we mapped every path a new or returning user takes, assessed it against established principles, and benchmarked it against direct competitors and best-in-class consumer apps.

Accessibility went deeper than where most audits stop: we tested the experience with screen readers active, font sizes adjusted, and assistive technology on, across both iOS and Android.

On the data side, we assessed what was actually being tracked, and what improvements would give the team a clearer picture going forward.

And our engineers went into the system itself, tracing the technical foundations behind the onboarding flow to understand where the architecture was creating friction, for users and for the team building the product.

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04 — FROM AUDIT TO ACTION

Connecting the dots

This wasn't four separate audits. Each angle informed the others. Because the problems weren't working independently either. UX friction, technical constraints, accessibility gaps, and gaps in the data were reinforcing each other.

Some findings confirmed what the team already suspected. Others were genuinely new. The accessibility improvements we identified, for instance, would turn out to benefit a much larger share of users than anyone had anticipated. And the data setup, while functional, had untapped potential to give the Proximus+ team a sharper view of how users were moving through the funnel.

The biggest value wasn't in the new findings alone. It was in giving the team the external validation they needed for decisions and directions they'd already been discussing, and that are harder to act on without someone from the outside confirming them.

Several improvements were already in motion within weeks of delivery. And the audit gave internal stakeholders the external validation they needed to move forward with confidence on significant technical decisions that are harder to make from the inside alone.

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05 — LET'S HAVE A LOOK

Recognise this?

Every product has blind spots. The closer you are to it, the harder they are to see. Sometimes the most valuable thing an outside team can do is confirm what you already sense, and surface what you couldn't.

If you're facing a similar challenge, we know how to look at it.

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