Connecting experiences

Designing a unified experience together with Telecom.

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.

  1. The roadmap: setting the rules.
  2. Designing: 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.

The total visits to pages related to help and assistance grew by 700% Mobile resented the dominance it held in the face of new usage habits, where the desktop views had a 330% of increment. Contact and Help lead within the 20 most visited pages. Administrative processes suffered from the new dynamic, pushing user to find new ways to solve their problems. Along with billing, updating and managing payment methods was a trend. 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.

We did 34 interviews Telecom multiproduct clients, Telecom monoproduct clients and Non Customers as well as people from Telecom Crew as Business Unit Leaders, Product Owners and Marketing & Communication team. There are no secrets, just Ask, Listen and Do it again. Claudia, a non customer said to us: I'm leaving. It's asking me to log in, I'm not a customer and I don't even know the price of the product Francisco from Telecom Customer Care team tell to us: The phone call should be the last resort. People have to be in control of the products.
Findings are born from questions. Listening and being interested in people humanizes teams and, consequently, the products they create.
Sofía Fernandez

Senior 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”


The user arrives at the website with a defined need. Telecom offers technical products and their purchase is planned.

“To much to read”


"There is a lot of text and I don't know where to read, what is important and what is configurable"


Clarify the description of the products.


Redesign the information architecture of the product sheets to be easy to consume by technical and non-technical users.

“Yes! this is it”


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.


Clearly inform the purchase process.

“Let’s see...”


Products and very technical nomenclature are not well understood.


Personalize the experience for technical and non-technical users.


Communicate products in context. Let the use case prevail over the technical.

“I’m giving up”


“Ask me to log in to know the price?” The great barrier is the absence of ecommerce experience.


Releasing this barrier is a must.


Checkout experience. Offer the expected ecommerce experience.

“I buy it!”


Finally the user, despite his doubts, decides to buy the product and is excited by the event.

“I can’t find”


The products are disconnected from each other and are not perceived as a comprehensive solution.


Raise products in the context of user needs.


Build a dynamic architecture where products can be grouped by use cases.

“I think i get it”


Once the barriers are overcome, the purchase process is simplified

“I need support”


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.


Communicate clear and transparent contracting conditions.


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.

We made a prototype with low definition interfaces to test and challengue with user the design proposals.


user tested totally


lo-fi screens designed for prototyping


platforms combined
in one experince


rounds of iterations were performed

The final results

We take findings, experiences, problems and solutions and transform them into concrete proposals for the website interface.











Of users were able to find the product that they were asked to search for.



Of users were able to detect and use the customization options.

Shopping cart


Of users successfully added a product to the shopping cart.



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.

An image showing the main pages of the three platforms designed

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.

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.
Julio Spinetto Design Director