Claro is a Latin American telecommunications services brand, owned by the Mexican company América Móvil and which, together with Telmex, Telcel and Telesites, is controlled by the Carso Group, whose majority shareholder is Carlos Slim.
The journey begins when the América Móvil group approaches to Wizeline to develop the Claro USA project, after the pre-sale and the mobile pitch America sells also decides to include the Claro LATAM project which consists of redesigning the claro.com.country portal for its different Latin American countries (15 countries).
The 3 main countries that were taken into account were Colombia, Perú and Chile, this is decided by the client since they are the main countries from which the other portals are derived, together with being the 3 countries with the most sales and conversions for Claro.
In December 2019, I was assigned to the project being part of the UX team (2 senior UX Designer) along with a senior UI designer.
The scope of the project was two, one phase was to start with the redesign of the portal claro.com and the other to redesign the OTTS applications (Claro music, Claro shop, Claro video, Claro drive).
My call to adventure started with planning the strategy to follow to consider the methodology and the relationship with the main stakeholders that are the corporate in México and also have interaction with the main stakeholders of the three main countries.
The goal was very big and very clear:
Ensure that the portals claro.com.país are the maximum reference TELCO worldwide, developing the best user experience in their portals, virtual stores and self-management modules (My Claro and Support section).
Whereby the following was expected:
Increase the participation in sales of the digital channel of the different services and / or Claro products through a simple, precise and very attractive experience (products, plans and prices page).
Provide the best possible usability in the portals claro.com.país so that current users and / or customers prefer to make their transactions and / or queries from the digital channel vs offline channels and thereby reduce operating costs.
Improve user satisfaction in Claro portals.
The first part of the process was to have interviews with the stakeholders, the main ones of the corporate and with that of the other countries to identify key points as objective of the company and by country, context, values, risks, competitors, among others.
whereby we create the Proto-Countries as a starting point for our research.
After having enough information from the stakeholders, we continued to do the user research for which we planned to carry out a qualitative onsite study with 1: 1 interviews (ethnographic and laboratory).
This is where it got fun, we all know that recruitment is a long and stressful process and requires doing it in advance, well we started talking to those in charge of each country of said recruitment several weeks in advance, giving them the screener and doing unable to start the selection and agenda process.
Well, that didn't happen... only in the case of Perú they did the proper job since this country was more educated in terms of UX processes. But the rest of the countries made the recruitment one week before we went or less, which caused some interviews to be canceled or changed since we had to reach the quota, which caused the agenda to be modified tight in itself since we spent a week in each country and at the end of each week we presented findings to stakeholders and a workshop.
After the interviews with the stakeholders we created three Proto-Personas, one for each segment: People and Home, SMEs and Enterprise.
Later, after the interviews of Colombia and almost to finish those of Peru we found a pattern in the users. As a result, we created five Proto-Personas that we would later validate with the latest interviews in Chile.
The five types are: Explorer, Optimizer, Householder, Cautious and Administrator 24x7.
With these five Personas already validated we were able to validate and map the behaviors, pain points and goals necessary to cover each segment, some people apply for various sectors.
The project is still alive for what is left to do, we are currently working on the presentation of the global report that includes the synthesis of each country plus the global analysis of each of the aspects that were reviewed, the next steps are the preparation of the user stories and the need statements and at the same time perform a card sorting exercise and a survey about the needs statements.
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The lessons learned
There are in reference to recruitment, we should have done more emphasis on the big work that is to recruit, also we discovered the Airtable tool which we work the interviews and findings and now is one of my favorite tools for research, on the other hand, I increased my research and synthesis skills as well as improvising in the workshops of each country depending on the maturity they had in UX, in a country it was more like evangelizing the processes of UX and attacking the needs of users and in another was more like a collaborative with the UX department and drawing the dramatic arc as well reviewing the value points for our Personas.
The expectations are very high in this project and there is still a long way to go but so far we are doing well and the client is satisfied with the result of the findings and are interested in acquiring more workshops from Wizeline to implement an a more complete UX process in América Móvil.
Thanks for reading it.
