National Geographic
WillowTree partnered with National Geographic to create a solid, extensible mobile app platform that would allow them to quickly fashion and deploy versions of the app for different regions around the world. This included changes to the iOS and Android apps, as well as major updates on the backend systems for the apps.

National Geographic, today’s modern multichannel, multimedia business with roots in the 131-year-old National Geographic magazine, brings the world to life for consumers around the world through TV, magazine, video, online content, travel, and membership opportunities.

Unifying the digital experience

National Geographic needed a way to bring all of its revenue streams and consumer touchpoints into one platform to deliver amazing experiences and provide a more effective way to gain analytics for greater insight. National Geographic also needed to meet consumers through their preferred channel – mobile phones and tablets – in a way that made the content shimmer and the user experience brand-worthy.

A solid foundation

The app allows National Geographic to deliver on multiple platforms and across both long and short content forms, such as editorial and video. The app integrates well into their overall IT strategy of serverless computing, now based on a common platform that is extremely robust but simple on the front end.

“WillowTree enabled us to execute multiple app launches in various markets around the world, delivering on multiple visions – all from one app. That is the degree to which they transformed the app itself, particularly on the backend, to be a powerful platform that could be many things to different audiences and geos."

Jess Elder | Sr. Director of Product Management, National Geographic

Key Takeaways

Greater insight into the overall consumer journey

Analytics from the app are driving greater insight into consumer behavior and offer value to National Geographic’s customer retention team, which is using data to improve renewal rates by engaging subscribers earlier.

Robust backend supports a seamless frontend

The work on the back end, as well as the ongoing strategic counsel and input from WillowTree, has improved NatGeo’s agility in the digital world, allowing them to pivot much more quickly than before the engagement began.

Improved partner's technical and strategic ability

National Geographic’s engineering team has benefited from WillowTree’s project management expertise, improving its agility and speed. Within months of starting the project in late 2017, the WillowTree team had 20 FTE supporting National Geographic with a clear project roadmap.