Redesigning the main app platform of a lead TELCO company

PROBLEM

Expedited by the global pandemic, Claro, Brazilian mobile telecommunications provider, had the opportunity to update their website and mobile application to speak to contemporary user behaviors. We worked with Claro leadership on a strategic plan to deliver a redesign to bring an integrated experience through a holistic overview of the process, brand attributes, and evolved business requirements that would remain current for years to come.

Strategic Goals

• Add new functionalities

• Deliver a new and main customer contact channeL

• Omnichannel Experience

• Make the structure scalable

……

UX Goals

• Omnichannel Experience: Seamless, engaging, and tailored interactions.

• UX Writing: Clear communication regarding financial and personal data, emphasizing humanization and universality.

• Trust and Security: Instilling confidence, reassurance, and a sense of modernity in design.

• Inclusivity: Expanding accessibility for all Peruvians, including those with disabilities, providing options in Quechua, and accommodating older adults.
  
  
  

PROCESS

Industry Trends and Persona Deep Dive
We set out to explore current Claro user behavior and sentiments in order to identify trends to build target user personas to better resonate with our users. We connected the personas to major trends and cultural shift brought on by the pandemic and other current events in Brazil.

Emotional Design Principles
Based on the personas created of Claro users, we defined emotional design principles for a better understanding of how identified user types use our product and how they can use it better to drive user engagement and an emotional reaction to the Claro brand.

Website and App Redesign
We helped translate the concepts around user emotions into the UX and UI of the website and mobile app at every step of a user’s journey.

Interaction Zones AS IS

Interaction Zones TO BE

Difference between different plans

Notification Strategy

RESULTS & IMPACT

We supported Claro to undergo a service redesign. In order to reach the new design, we leveraged the messaging and user personas reflective of current user sentiments to build emotional design principles. The design principles then informed the user experience of the website and mobile app that we built.

We not only delivered the new app, but also gained space and trust to review all the product development process. The redesign of the app ended up being a trigger to implement the Claro CX Lab.