In 2010, Santander Río bank needed to migrate the request for its products from the physical to the online channel. Up until that point, very few customers were willing to apply for credit cards online.

The reasons: low trust in the online channel and forms that required information users didn’t understand or weren’t willing to complete.

Areas of work:

We redesigned all the application forms, following best practices in usability and accessibility.

• Conducted UX Research to evaluate existing processes, user motivations and interests, opportunities, and areas for improvement.
• Redesigned the process for applying for credit cards and banking packages, following best practices in persuasion, usability, accessibility, and responsive design.
• Redesigned internal Knowledge Management systems.
• Conducted interviews with the Call Center to learn about best sales practices, which were then applied to upselling processes.

The entry Santander Río was first published on Kambrica.

Since 2012, we have partnered with the Digital Product teams of the Telefónica Group, designing and improving the web and mobile user experiences with which millions of people interact.

We’ve improved the usability of fixed-line, mobile, and internet purchase processes to increase sales, reduce call center volume, and optimize processes.

Our work included the development of promotional landing pages, improving customer service processes, and enhancing product and offer communications to improve understanding and capture of the value proposition.

• We reduced support costs and decreased user frustration.
• We contributed to the maturity of the digital product teams in UX, impacting other areas of the company.

How We Helped

• We redesigned the homepage for fixed-line and mobile services.
• We improved the site navigation flows.
• We redesigned the purchase flow for mobile phone plans.
• We redesigned the purchase flow for internet plans.
• We redesigned the purchase flow for fiber and TV plans.
• We designed and enhanced the impact of promotional landings: portability, Hotsale, Multiply, Mother’s Day, Father’s Day, etc.
• We improved the discovery, acquisition, and upselling processes for phone lines, internet, and mobile lines.
• We improved the self-management processes for large clients.
• We enhanced the quality of information in the Customer Service section.
• We conducted usability analysis and communication needs assessment for the launch of the redesigned Movistar app.
• We conducted usability analysis and provided actionable improvement proposals for critical business processes.
• We performed qualitative and quantitative analysis of page performance and specific flows.
• We created the first usability manual for the company, aligning all departments.
• We developed tools to reduce costs and time in decision-making, design, and development processes.
• We facilitated workshops with stakeholders to define product vision and ease decision-making for product and design.
• We provided training on Lean UX methodology, user-centered design, and Design Thinking.

The entry Movistar was first published on Kambrica.

Wayra, the tech project accelerator from the Telefónica group, operates in 12 countries across Latin America and Europe. Each year, it selects a small group of startups to provide with funding, workspace, and access to a global network of mentors, experts, and investors.

As part of its acceleration program, we offer consulting, mentoring, and training to startups in Lean UX methodologies, UX design, user-centered design, usability testing, qualitative interviews, A/B testing, task prioritization, identifying business opportunities, and evaluating solution scalability, among others.

Areas o work:

• We have provided consulting to over 35 startups participating in our UX and agile methodology training program for digital product development.
• We collaborate with startups from various sectors, including fintech, medtech, agritech, entertainment, marketplaces, apps, e-commerce, IoT, and smart cities.
• Through the “Lean UX” program, we help startups identify and refine their value proposition, understand their users to align the product with their needs, improve product usability to attract more customers, achieve consistent growth, and reduce costs.
• We developed an iterative work process that allows each startup to refine its product with each iteration, adding more value to the business, its end users, and investors.

The Lean UX program helped entrepreneurs test their products in real environments, creating high quality services with shorter time to market.

Lorena Suárez, Wayra Business Development Manager

The entry Wayra Argentina was first published on Kambrica.