Movibell – Mobile Design






The client

Movibell is a proximity marketing platform that allows retailers to reach their customers near the shop. The platform includes customer engagement features like booking, chat, delivery, eCommerce for supporting retail digital transformation.

Project requirements

What is Movibell platform?

Mobile App B2C

  • A personal radar to go around the city, among bars, shops, restaurants;
  • Helpful information to discover new points of interest;
  • Constant updates and exclusive promotions from the channels (restaurants, shops, etc) followed by users.

Web Dashboard B2B

  • Customer engagement platform that allows brands and retailers to connect with people near brick and mortar;
  • With a mobile marketing plan, it's possible to extend user experience remotely (drive-to-store strategy).


The mobile app, launched in 2016, doesn't have B2B customers, so it's not easy to gain more end-users. Only a higher number of users determines the product's success; without B2B customers, there aren't users.


  • Intermediate goal: Onboarding B2B customers (brands and retailers) that have their channel on Movibell
  • Final goal: Gain more users download

In particular:

  • Bring B2B customers;
  • Allow them to use the platform;
  • Make sure they attract other users;
  • Allow the users to use the mobile app easily;
  • Gain more users.

Only these conditions together can establish a virtuous circle.


One of the problems preventing the Movibell app's success is its business model. There are already a lot of business and advertising platforms on the market, and competing with already established companies could be expensive and couldn't bring the expected results.

The first solutions recommended was to convert the Movibell app into a white-label platform so that every B2B customer could have its mobile app; the mobile app's name becomes the name of the B2B customer. End-users already trust the brand and know which name write in the app stores to find and download the mobile app.

This choice directly concerns the Movibell CEO, who chose not to change the business model. So the subsequent improvements directly involved the User Experience on the mobile app, one step at a time, starting from which ones bring more value and less cost and risks.

Movibell Users Onboarding

The first revision involves the end-users' onboarding to easily allow them to start using the mobile app and keep them into it.

Actual user authentication

To create a new account, the end-user has to:

  • Fill five input fields: username, password, email address, name, and surname;
    – Each input fields are in the same view (and it could be overwhelming for users)
    – Each input field is mandatory
  • To continue the account creation user must validate the email address going out of the mobile app and then come back to log in.

The whole process is overwhelming. There are also other risks, such as the email from Movibell could go on the spam folder, or the user could misspell its email address and never receive the validation email.

Another pain point is that the Social Login (via Facebook or Twitter) is hidden from the first view and the signup view. The Social Login buttons are only on the login page.



Reduce steps required for the authentication

Since the service is delivered on mobile devices, the telephone number could be a reasonable alternative for user authentication. In this way, it's possible not to ask for the email address and the username.

It's also possible to remove the password, thanks to the OTP (One Time Password) sent to the telephone number provided during the signup process by the user. Name and surname fields could be converted into optional fields and filled by the user in another moment.

The authentication ends filling the OTP field and the user is already logged into the app.


Movibell could ask the user for other personal information such as the name and location in another moment. This personal information could be helpful for B2B Movibell's customers for targeting the marketing advertising spread inside the mobile application. But, at least they aren't mandatory during the user onboarding.


Implementing the access as a guest

Another suggestion to ease users' log into the Movibell app is allowing access as a guest. Consequently, the user can use the app without too much effort, authenticating when it's needed.


Actual app permissions

Movibell requires access to restricted data, like the device location (foreground location), to display channels around user position. When the user logs into the app for the first time, the app doesn't correctly declare this kind of permission and, in this way, doesn't follow the best practice to protect user privacy.



Pre-permission implementation

Design pop-up windows that explain why the user may allow the device location and which benefits are.