Case study · MaTheorie · Bruxelles
The driving theory app, its social media and messaging, run daily
Preparing people for the Belgian theory test means being on their phones and in their feeds every day. MaTheorie brings together building and optimising the mobile app, running social media and handling messaging.
The context.
MaTheorie prepares candidates for the theory test in Wallonia and Brussels, with 9 chapters, 1,370 questions and mock exams. The work comes back every day: two app stores to keep up to date, content to publish on several networks, learner messages to handle. In early October 2026, the app did not yet measure any step of the journey.
Task by task.
Posting on social media
Videos posted one at a time by hand
Content made in batches and scheduled ahead
Reusing content elsewhere
Same video reposted network by network
Instagram posts scheduled for Facebook too
Fixing a screen
New version submitted to the app stores
Update sent straight to phones
Seeing where learners stop
No measurement in the app
Each step tracked, from first open to purchase
Answering support
Emails handled one by one
A prepared reply for each email received
What we delivered.
- The mobile app
- Built and maintained on the App Store and Google Play: lessons, exercises, mock exams and regular updates.
- Optimisation
- Entry screens, store pages and the purchase path are reviewed based on what learners actually do in the app.
- Social media
- Carousels and exam question videos for TikTok, Instagram and Facebook, prepared in batches and scheduled ahead.
- Messaging
- Support emails arrive with a prepared reply. Replies on Instagram and Messenger are in testing, and WhatsApp is not open yet.
The result.
- As of 31 October 2026, version 1.1.0 of the mobile app is approved by Apple.
- 228 TikTok posts went out between 28 September and 30 October 2026.
- Two question videos a day were scheduled on Facebook from 25 to 31 October 2026.
What keeps repeating for you?
We'll look at it together and call you back within 24 working hours.