Challenge

In this project, my main task was to propose improvements in product definition and make visual design proposals, starting from a previously developed MVP.

Client

Movistar
Spain

Rol

UX/UI Designer

Meeting with the client

Moving from an offline product to a digital product requires many filters, many prototypes, asking questions and carefully observing the answers, taking two steps and going back four. That's how repetitive a project can be when the ink is extracted and millions of pixels are injected. But by being patient, disciplined and methodical, we all succeed.
Movistar asked us to create a solution that would communicate the range of products and services that were being offered offline at the point of sale.  
In my role as Digital Product Manager, with the UX strategy and design team, the first interviews and heuristic analysis were done, as well as a benchmarking to find out which other apps were already doing something interesting and familiar in terms of navigation, and then be able to share this information with the designers and start with the UI part.

Roadmap

- Heuristic Analysis
- Researching global UX trends
- Research of Good Practice in the sector
- Bankia customer interviews
- Research Archetypes/ Roles
- Concepts 
- Lo-fi Wireframes
- Hi-fi Wireframe

How the project was approached with the client

It was the first time that the client was carrying out a digital transformation project so the best solution to be agile with the deliveries and the dynamics were to customize the methodology and its executions as well as time and presentation. So we marked two anchor points not to derail, one was to remind every moment the "Digital Thinking" and the other was "The User who would use it while waiting to be served.

Illustration absurd.design

Interviews

The ecosystem played in favour of the project. Short interviews were conducted in Movistar shops, taking advantage of the waiting time of customers before being served.

Profile of the interviews

Agile interviews to know what the client would like to see, read or discover in an app while waiting to be served.
The main idea was to investigate the balance in the content that the app should contain between commercial and entertainment.
To know about the use of the devices and interfaces with the users.

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It's not Murphy, it's called a handicap :( F*ck

Personas

Based on the interviews, three archetypal profiles were designed.

In addition to the customers we involve the stakeholders of the shops as they are the ones who know best the profile of the customer who visits them every day.
We decided to make People since we needed profiles that would somehow encompass the different profiles, since Movistar has more than 3000 points of sale in Spain. 
What we basically obtained with People was motivation to use it while waiting. 
It also helped us to identify the user interface usage experience. This information was very useful for the design team as most of the age group was under 40 on average.
And this helped us to design simpler, clearer digital interfaces, with only the most necessary information, and to make their interaction as simple as possible.

Wireframes

From the beginning, we made low-fi wireframes to test with the user and at the same time we developed a 'Design System' to explain the components created to the client.

Objectives.

Making low-fidelity prototypes was the best way to do quick tests and show the customer how important this process is.

Two types were made, low-fi for quick test and hi-fi for design approval and interactivity.

Design UI

Once the interactivity and design had been approved, the final design began in Sketch.

Objectives:

The Movistar Brand Manual was followed, meeting the brand communication objectives in digital formats.

In this way, we were able to incorporate our 'Design System' into the corporate manual.

The design was proposed for mobile devices and tablets.

Within the team of designers who participated in the development, it was a challenge to be able to arrive in time and form with such a complex project.

Conclusion

Fulfilling the objectives that the client had in mind and being able to guide him so that somehow these will be supported in another way, was a challenge that always kept me on tenterhooks and very alert to every step that was taken.

One of my biggest fears was that I would lose the client's trust because of some mistake that was made and that this would throw away everything that had been worked on.

Fortunately, the few mistakes that were made could be quickly and efficiently corrected thanks to the teamwork, which always aimed at having all communication channels open and constructive criticism as a banner.

It is worth noting that the client acknowledged that he felt comfortable during the development process from start to finish, as he had many doubts about how to approach a project of this nature.