Connecting experiences
Designing a unified experience together with Telecom.
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Since 2019, Telecom has been going through the merger process with Grupo Cablevisión and the brand restructuring that would give life to the Personal (mobile and home internet), Flow (cable television and streaming) and Telecom (connectivity solutions for companies) products. This process brought a lot of confusion and complications for customers, which is why we were called to a process of exploration and redesign of the experience.
The challenge
Organize and structure existing digital platforms around user needs.
What we did
- The roadmap: setting the rules.
- Designing solutions
Online Store
Support Portal
Client Portal
1. The roadmap: setting the rules.
Data, behavior
and emotions
The starting point should always be an insight, always. To face this project we went looking for it at the intersection of data, behaviors and emotions, the place where actions make sense.
The beauty of analytics
Quarantine, the breakdown of face-to-face attendance and the migration to working remotely putted connectivity services in an even more prominent place than the existing one: more cloud products, more support and new needs. We don't say it, it's the data speaking for itself.
7
x
More support
The total visits to pages related to help and assistance grew by 700%
330
%
Desktop views
Mobile resented the dominance it held in the face of new usage habits.
Help
Contact and Help lead within the 20 most visited pages.
Billing
Administrative processes suffered from the new dynamic.
Payment
Along with billing, updating and managing payment methods was a trend.
Cloud
Cloud products were the ones that grew the most in visits and queries.
The richness of proximity
Talk to people, learn about the needs and motivations that led them to have contact with the product. Find out how they use it and how it would add value to their lives. Proximity reveals information that cannot be tracked from the browser and humanely nuances design decisions.
34
interviews
People
A
Telecom multiproduct client
B
Telecom monoproduct client
C
Non customer
Telecom crew
D
Business Unit Leaders
E
Product Owners
F
Marketing & Communication team
Findings are born from questions. Listening and being interested in people humanizes teams and, consequently, the products they create.
Sofía Fernandez
Experience Designer. Research Specialist.
The journey map
From the interviews, a map of people's emotions is made when interacting with the product and what emotions they experience when meeting a particular need. This map allows us to identify the high and low points of the experience.
The findings
“I need a product”
Situation
The user arrives at the website with a defined need. Telecom offers technical products and their purchase is planned.
“To much to read”
Problem
"There is a lot of text and I don't know where to read, what is important and what is configurable"
opportunity
Clarify the description of the products.
Action
Redesign the information architecture of the product sheets to be easy to consume by technical and non-technical users.
“Yes! this is it”
Problem
The user is optimistic because he managed to go through the problems at the beginning of the process, although he does not fully understand how the contracting process will continue.
opportunity
Clearly inform the purchase process.
“Let’s see...”
Problem
Products and very technical nomenclature are not well understood.
opportunity
Personalize the experience for technical and non-technical users.
Action
Communicate products in context. Let the use case prevail over the technical.
“I’m giving up”
Problem
“Ask me to log in to know the price?” The great barrier is the absence of ecommerce experience.
opportunity
Releasing this barrier is a must.
Action
Checkout experience. Offer the expected ecommerce experience.
“I buy it!”
Situation
Finally the user, despite his doubts, decides to buy the product and is excited by the event.
“I can’t find”
Problem
The products are disconnected from each other and are not perceived as a comprehensive solution.
opportunity
Raise products in the context of user needs.
Action
Build a dynamic architecture where products can be grouped by use cases.
“I think i get it”
Situation
Once the barriers are overcome, the purchase process is simplified
“I need support”
Problem
The user did not fully understand that the service required technical installation and 1 to 1 support. He does not easily find means of contact.
opportunity
Communicate clear and transparent contracting conditions.
Action
The purchase process must always be present so as not to divert expectations.
Key concepts
The user first
The structuring of the offer as well as the construction of the contents will be centered around the needs and problems of the user.
Simple and versatile
The architecture will be designed to be able to assemble and disassemble proposals and solutions that are better perceived by users.
Online Store
Deepen the ecommerce model, improving product display and offering a checkout experience that users are used to.
Testing hypothesis
We take findings, experiences, problems and solutions and transform them into concrete proposals for the website interface.
30
user tested totally
+
75
lo-fi screens designed for prototyping
3
platforms combined
in one experince
3
rounds of iterations were performed
The final results
After many tests, adjustments, revisions, redesigns and re-tests, we arrived at the right solution, obtaining these results:
89
%
SUS Score
A
Grade
P
NPS Promoter
E
Excellent
Findings
100
%
Of users were able to find the product that they were asked to search for.
Customizing
89
%
Of users were able to detect and use the customization options.
Shopping cart
92
%
Of users successfully added a product to the shopping cart.
Buying
100
%
Of users successfully completed the checkout process.
2. Designing solutions
The brand is the experience
The mission of this project was to improve the user experience throughout the product's life cycle: acquisition, management and use. The challenge was to unify this experience throughout a journey that lives on three autonomous platforms.
Telecom Online Store
The redesign focused on the needs of users: find products, understand how they work and if they can be combined with other solutions, and have a simple and transparent purchasing process.
Support portal
The portal is organically integrated into the navigation of the portals in a transversal way, unifying not only navigation criteria, but also the experience during the user's journey throughout all of Telecom's web tools
Client portal
The corporate client platform. Through it you can technically and commercially manage and administer all the products you own.
Julio Spinetto
Design Director
It was a great experience working together with technical, customer service, marketing and business teams from each of the Telecom brands to build the first steps of the solution that unifies the user experience.
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