Ux/Ui
Claro, a leading telecommunications company, faced a challenge with the way users acquired fixed services. The traditional process, which relied on calls and in-person visits, was slow and cumbersome. The goal was to create a self-management solution that would allow users to purchase services quickly, efficiently, and entirely online, while adapting to the unique needs of each region.
As the lead UX/UI designer, I was responsible for the entire design process, from discovery to implementation. I led user research, developed the MVP, conducted user testing, and iterated on the design. I also collaborated closely with development and business teams to ensure technical feasibility and alignment with business goals.
Problem: Reliance on traditional service acquisition methods (calls and in-person visits).
Solution: I designed and implemented an intuitive application that allowed users to explore plans, make purchases, and manage services from anywhere, eliminating the need for traditional methods.Problem: Difficulty in verifying service availability in real time based on the customer’s location.
Solution: I developed a real-time coverage verification system, where users could input their address and instantly see service availability, improving the accuracy and speed of the purchase process.Problem: Complicated authentication and identity verification process for new users.
Solution: I implemented a simple authentication flow that included SMS verification, making it easy to identify existing users and guide new users through a secure and straightforward registration process.
In the initial stages, we analyzed the traditional service acquisition process, identifying key pain points and inefficiencies. This allowed us to redefine the approach, shifting from a rigid, top-down model to a more agile, user-centered strategy.
Co-creation workshops with stakeholders and user testing were conducted throughout several development stages. We launched an MVP that was tested in different regional areas, allowing us to fine-tune the solution to local needs. Close collaboration with the development team ensured seamless integration of the solutions.
The implementation of Claro’s self-management application automated 60% of the service purchase process, significantly reducing the need for human intervention. This eased the burden on customer support centers and allowed users to complete the entire process independently. In future iterations, the process is expected to be fully automated, further optimizing the customer experience. Additionally, the platform successfully adapted to regional specificities, increasing operational efficiency and improving conversion rates for new subscriptions.
