Connecting experiences
Designing a unified experience together with Telecom.
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.
Telecom Argentina S.A. is a telecommunications company that operates in Argentina, Paraguay and Uruguay. Leading national and international fixed telephony, public telephony, Incoming Direct Dialing (DDE), centrex, point-to-point lines, 0800 and 0810, telecenters and single channels. It also offers home internet access through various technologies and mobile telephony with Personal and television with Flow.
Services: Discovery, Interaction Design.
Industry: Telecommunications
Type of projects: Website.
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.
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.
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.
Findings are born from questions. Listening and being interested in people humanizes teams and, consequently, the products they create.
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”
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.
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
We take findings, experiences, problems and solutions and transform them into concrete proposals for the website interface.
89%
SUS SCORE
A
GRADE
P
NPS PROMOTER
E
EXCELLENT
Finding
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.
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.
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.
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
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.
