Revitalising a Legacy Mobile & Web App Through Cross-Platform Innovation
Success Story
A subscription-based service provider struggled to keep its iOS and Android apps on par, as features on Android frequently lagged behind iOS. Outdated libraries and cumbersome release cycles added complexity, resulting in slow performance, high costs, and inconsistent user experiences. Meanwhile, the web version operated in a silo: users who subscribed online could not access their subscriptions on the apps, and vice versa. The existing paywall offered little flexibility for customisation or quick updates, while suboptimal analytics hampered efforts to refine and personalise user interactions.
Determined to modernise its product and re-establish market momentum, the organisation decided to rebuild its suite of mobile and web applications. By embracing a cross-platform technology stack and optimising back-end architecture, the development team aimed to reduce overhead, streamline feature parity, and introduce robust analytics. The objective was to unite all digital channels, ensuring a consistent user journey and reliable performance—regardless of platform or device.
sub-2-second load times
cross-platform codebase
80% test automation coverage
Challenges
Inconsistent feature sets between iOS and Android frustrated users, as the Android application trailed in functionality. Maintaining two divergent native codebases also strained resources, causing release delays and driving up support costs. The paywall’s rigid configuration made it difficult for the product team to experiment with different monetisation models, hampering the organisation’s revenue potential.
Additionally, performance issues plagued the apps, especially on older devices where load times stretched well beyond acceptable limits. Frequent library updates introduced further complications; each release cycle was protracted by the need for extensive QA and manual processes. Fragmented user data—caused by disjointed subscription management—created gaps in analytics, slowing efforts to refine the user experience. Without a holistic view of how subscribers navigated various platforms, the team struggled to target product improvements effectively.
Our Solution
The reimagined platform pivoted to a unified React and React Native codebase, complemented by Next.js for server-side rendering on the web. This cross-platform approach freed developers from juggling two fully separate mobile codebases, ensuring feature parity from the outset. To address performance bottlenecks, the team integrated caching solutions via Fastly and other smart load-balancing strategies, cutting load times on older Android devices to just under two seconds and under one second on newer models.
Recognising the need to unify subscriptions and authentication, the development group introduced a shared, open-source identity provider. This allowed subscribers who purchased access on the web to seamlessly log into the mobile apps and vice versa. With this subscription flow in place, the organisation gained a flexible paywall that product managers could tweak quickly, aligning pricing and promotions with real-time market demands.
To refine and continuously optimise user journeys, the platform now captures over 500 analytics events across apps and web. This data is funnelled into a third-party toolset for targeted messaging and behaviour-based personalisation. Where heavy data-processing tasks arose—such as complex video handling or large-scale downloads—the team embedded native modules directly into the cross-platform layer. This hybrid approach tapped into low-level device APIs for added performance without sacrificing the convenience of a shared codebase.
Thorough testing and a streamlined release workflow were integral components of the new environment. By establishing 80% automation coverage with Appium and adopting automated distribution pipelines, the team minimised production defects and accelerated time-to-market. Features like code push allowed for minor updates and bug fixes to roll out instantly, bypassing the need to await app store approvals. The platform also prioritised accessibility by supporting text-to-speech, custom colour schemes, and device-specific accessibility options, broadening its appeal to all user demographics.
Results & Business Impact
- Consistent Feature Parity
Both iOS and Android now share a synchronised release cycle, ensuring that users on any platform have access to the latest features and updates simultaneously. - Significantly Improved Performance
Load times dropped to under two seconds on older Android models and under one second on newer devices, delivering a smoother, more engaging experience for all user segments. - Unified Subscription & Authentication
Subscribers who sign up on the web can log into the mobile apps seamlessly, eliminating a major pain point and opening new opportunities for cross-platform upselling. - Enhanced Analytics & Personalisation
Over 500 events feed into third-party tools for targeted user messaging. Real-time data allows product managers to iterate quickly, refine paywalls, and offer tailor-made content. - Streamlined Release & Testing
Automation coverage of 80% ensures faster QA cycles. Code push capabilities let the team address minor issues and deliver feature tweaks without waiting for official app store reviews. - Robust Accessibility Standards
Text-to-speech, adaptive colour schemes, and device-specific interfaces enable an inclusive app experience, meeting or exceeding industry accessibility guidelines.
Looking Ahead
Having established a modern, resilient digital suite, the organisation plans to take personalisation to the next level. Leveraging AI-assisted journeys, the product roadmap includes a built-in intelligent agent designed to guide users through sign-up processes, content discovery, and app tutorials. By analysing interaction patterns and feedback, this agent will tailor suggestions, troubleshoot common user issues, and further enhance the overall subscription experience.
