CASE STUDY

How a Polish media giant launched a new user app for engagement and retention

About

Moje WP is a user panel application designed as a strategic entry point into the Wirtualna Polska ecosystem. The product was meant to connect services, offers, tools, and content across WP Holding, creating a more personalized and logged-in user experience. We designed the product strategy and app experience as part of a broader organizational roadmap, with a clear focus on engagement, retention, service delivery, and first-party data in a cookieless world.

INDUSTRYDigital Media / Online Services

AUDIENCELogged-in WP Users

PRODUCTUser Panel / Mobile App

SCOPEProduct Strategy, UX/UI & Roadmap

Why this mattered

In a cookieless world, the user account becomes a strategic product layer. For Wirtualna Polska, Moje WP needed to do more than serve as another app. It was designed as a new channel for delivering services, building cross-product engagement, and strengthening the relationship between users and the WP ecosystem through logged-in, personalized experiences.

Build engagement and retention across WP services
Create a new channel for delivering WP Holding services
Strengthen synergy between products, offers, tools, and content
Support future personalization based on first-party data

The design challenge

The challenge was to turn a large ecosystem into one useful user experience. The app had to bring together many different products and services while staying simple to use day to day. It needed to support the organization’s long-term strategy, fit into the broader product roadmap, and create a foundation for personalization while still giving users a clear reason to return.

Connecting ecosystem integration with simple daily use
Aligning business goals with clear user value
Combining personalization potential with a privacy-aware experience
Carrying long-term strategy into a usable first product version

Design decisions

We designed Moje WP as a strategic user hub. The structure works around user value, service access, personalization potential, and recurring engagement. The experience connects products across the ecosystem while giving the organization a scalable foundation for future first-party data initiatives.

Product strategy aligned with organizational KPIs and roadmap
User panel structure connecting services, offers, tools, and content
Experience designed around logged-in engagement and return use
Foundations for future personalization based on first-party data

What it enabled

Moje WP gives the ecosystem a clearer product layer for logged-in users. The concept creates a stronger foundation for engagement, retention, personalization, and service delivery across Wirtualna Polska. It positions the user account as a strategic product space for building long-term value in a cookieless environment.

A new channel for delivering services across WP Holding
Stronger connection between WP products within one user experience
A foundation for first-party data and future personalization
A clearer roadmap for engagement and retention inside the WP ecosystem

How a Polish media giant launched a new user app for engagement and retention – final design screens

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