Enterprise Strategy & Interactive Experience

CHALLENGE

Crafting Consistent Experiences: A Strategic Approach to Product Design

In today's fast-paced digital landscape, creating consistent user experiences has become a complex challenge. The surge of initiatives, emerging technologies, rapid iterations, and diverse teams requires us to be closely aligned with our business strategy.

Our goal is to establish a framework that encapsulates the historical knowledge gained from all initiatives, resulting in brand consistency. This involves aligning assets, definitions, research, and more.

APPROACH

To tackle this challenge, we’ve formed a strategic team dedicated to organizing all assets while delivering integrated and efficient experiences. We’ve implemented a continuous improvement and training program tailored to business needs. As part of IBM IX, we will serve as Integrators, Executors, and Advisors, aligning our efforts with Claro's vision and mission.

Claro’s Vision:
To be the leading telecommunications company in Peru.

Claro’s Mission:
To provide top-quality telecommunications services with extensive coverage and ongoing innovation, anticipating our customers' communication needs, fostering personal and professional development for our employees, benefiting the community, and exceeding our shareholders' financial and growth objectives.

Our Purpose:
To enhance the lives of Peruvians through telecommunications.

PROCESS

We aim for a holistic vision to deliver a strategic redesign that ensures an Integrated Experience through three main pillars:

1. Design Operations

• Optimized Workflow Management: Streamlining processes for agile and impactful design deliveries.

• Project Management: Ensuring efficient execution of projects.

2. Design System

• Component Library: Developing a collection of design components that adhere to standards, enabling seamless application building.

• Accessibility Focus: Incorporating principles of accessibility into Claro’s digital products, ensuring they cater to various demographics, including seniors and individuals with disabilities.

• Experience Principles Definition: Expanding and maintaining our design library for consistent application across all platforms.

  
  

3. Research Operations

• Knowledge Repository: Creating a centralized repository of previous research to democratize insights gained over time.

• Atomic Research: Establishing a repository for agile research, enabling consistent cross-channel responses.

• Metrics and Outcomes: Developing a library of proto-personas based on archetypes from past projects to ensure consistency.

• User Bank: Building a proactive user contact list for quicker recruitment and improving response rates.

• Trend Research: Analyzing social, cultural, competitive, and technological trends to inform and influence design decisions.

Research Repository

RESULTS & IMPACT

By integrating these strategies, we aim to create a seamless and enriched experience for our users, driving Claro’s mission forward while setting a benchmark in product design excellence.