Developing a mobile B2C tourism app for iOS and Android devices

Context & Mission

I worked 1.5 years at Les Pépites de France. I was given the responsibility to revamp and relaunch a B2C tourism mobile app targeting local and international tourists to promote the wonders of France and places to visit.

This experience has been one of a kind as I was working hand-in-hand with a seasoned CTO with whom we were iterating really fast on many different Product and Marketing topics.

Moreover, this app had a peculiar context: it is derived from a Media followed by more than 3 millions people on social media and is one of the most influential about Tourism in France.

The First 6 Months

In just 6 months of work as the Product Manager of the app, we were able to:

Rethink all the UX flows to create a more intuitive user experience
Revamp all the UI to make it look more serious and modern
Establish a solid feedback loop with our community to help fuel the roadmap and correct bugs
Rework all marketing assets on the App Store and Google Play Store
Launch a massive reactivation campaign that led to 2x our active users

After 1.5 Years

By the end of my mission, we had accomplished:

Major Feature Launches

Launched a fully operating booking app to book exceptional stays in state-of-the-art places promoting French savoir-faire
Launched an AI-assisted touring feature that connected places to visit to give you an itinerary based on a general description of what you were looking for

Strategic Partnerships

Established and implemented strategic partnerships with major players:

Tiqets: Allow users to book visits in historical places
AllTrails & Decathlon Outdoors: Allow users to visualize hiking trails inside our app

Market Position

Grew to 3rd position in the Tourism category on Apple's App Store

Impact & Results

At the end of my mission, the app achieved remarkable growth:

User Growth

Doubled the number of users and active users (from 250k to 500k)
Churn reduced from 6% to ~2%

Revenue & Conversion

Weekly conversion rate grew from less than 1% to between 2.5% to 5% depending on seasonality
Monthly revenue was stabilized and less dependent on tourism seasons
ARPU increased by 40%

User Satisfaction

High NPS score maintained throughout the growth period

Client Testimonial

Ce mec-là, c'est le plus brillant product manager que j'ai vu dans ma carrière, mais comme il nous quitte, il devient une opportunité folle à saisir pour vous 👇

Emeric, c'est le genre de personne avec qui n'importe qui veut travailler :

précis

organisé

tout le temps en train d'apprendre

diablement talentueux

et super sympa (je l'adore) 🫶

Il a piloté la construction de notre application de Les Pépites de France pendant 18 mois, en la faisant passer de 250k à 500k utilisateurs alors qu'ils n'étaient que deux sur la partie app.

Des gars comme lui, il y en a tellement peu en France qu'il fera le bonheur de n'importe quelle startup, scale-up ou PME tech ambitieuse.

Il nous a permis :

de faire 3 intégrations systémiques avec AllTrails, OpenAI et Tiqets

de préparer le plus gros lancement de l'histoire de l'application

de diminuer par 2 le churn de l'app

d'augmenter de 40% l'ARPU

Bref, c'est une véritable pépite que n'importe quelle équipe produit rêve d'avoir !

Et Emeric, à toi je dis merci pour ces 18 mois et tout ce que tu nous as donné, même si le projet tech était devenu un peu petit pour ton talent !

— Wallerand Moullé-Berteaux, CEO & Co-Founder, Les Pépites de France | Le Crayon

Duration: 18 months (1.5 years)

Team Size: Small agile team (2 people on the app side)

Key Technologies: iOS, Android, AI integration (OpenAI), Strategic partnerships (AllTrails, Tiqets, Decathlon Outdoors)