Boost sales and increase customer loyalty through a better user experience when buying products and services online
Claro is one of the biggest Telco carriers in Latin America. They are present in every country from Mexico to Patagonia, including the Caribbean islands. In 2015 they set out to redesign their online store with the objective of delivering the best user experience to becoming the main sales channel for their customers.
Up until that point, the online store had a very low acceptance and it was not very trusted by the users. Mainly because a lot of the products on display were not available after initiating the buying process. Also, there were many “roadblocks” that made the purchase difficult, such as asking for national ID to check the availability of a product or too many telephone plans. To top it all off, many of the customers were not used to buy online.
We held weekly conference calls workshops where people across all departments brainstormed, gave feedback, approved and moved on to other tasks. These virtual meetings were important to understand the client’s objectives, its customers, the problems we had to solve, the constraints of the project.
Once the research phase concluded, we proceeded to create prototypes, which were evaluated using usability sessions. Based on the conclusions of both research phases, BRAIN & HEART was to deliver prototypes that provide the best interaction and user experience for the users.
BRAIN & HEART was to comply with all guidelines issued by the parent company, American Movil. All deliveries were subject to extensive testing and had to fulfill Claro Dominican Republic’s requirements for new features, pricing plans, and user experience.
An internal team from Claro was handling the project from beginning to end. From our side, I had a five-person core team that included UX/UI designers. We developed a one-week sprint rhythm where we talked to the client and gathered feedback on every session.
