Claro Flex, an innovative SaaS that offers 100% digital telephony services, allowing users to handle all aspects of plan subscription and management through the app, without the need to visit a physical store. Over the course of three years in this role, various challenges were encountered, and in this case, three significant problems will be highlighted, along with their solutions that brought immense value to the product and its users.
Upon analyzing the registration and activation journey of the Claro Flex application, we identified that many users were facing difficulties in creating their access accounts. Delving deeper into our analysis, we discovered that these users, for the most part, had a history of interactions with the company, resulting from previous mergers and acquisitions. This complex scenario caused automatic blocks during registration, leading to frustration and abandonment by the customers.
The challenge was to simplify the registration and activation journey of Claro Flex, reducing complexity and barriers faced by users due to the company’s history. Additionally, it was crucial to ensure user data security, protecting their personal and registration information, given the magnitude of the customer base.
To address this challenge, we implemented a verified registration approach, which consisted of the following steps:
At the start of the registration process, users provided only essential information to activate the service. This initial step included basic data such as name, phone number, and email address.
After the initial activation, the system used advanced identity verification techniques, such as facial recognition and a code sent via SMS, to confirm the user’s authenticity.
Only after successful identity verification, users were directed to complete the registration process by adding additional information and creating a secure password.
This case highlights the importance of balancing user experience simplicity with the need for robust security, especially when dealing with a complex company history. The verified registration approach proved to be effective in providing a smoother experience, overcoming the barriers faced by users.
The product was facing a significant responsiveness issue in its web version, as the majority of customers (80%) accessed the service through mobile devices. The website was primarily designed for desktop, which caused difficulties and frustration for users when navigating the product on their smartphones and tablets.
To address the responsiveness issue and enhance the user experience, a complete redesign was undertaken. The design team devoted effort to adapt the entire interface and functionalities for mobile devices, ensuring users had a seamless and intuitive experience, regardless of the device they were using. Additionally, there was a simplification of the product journey, identifying and eliminating friction points that could hinder users from completing tasks smoothly.
The implementation of the redesign and the improvement in responsiveness and user experience had an extremely positive impact on business outcomes. The achieved results were as follows:
The product journey for mobile devices was optimized, resulting in a significant reduction in the time required for users to complete their tasks. The journey time was reduced to less than 2 minutes, making the process more efficient and agile.
The enhanced user experience and journey simplification led to a substantial increase in customer conversion. The conversion rate increased by over 10 times, resulting in significant growth in product sales and revenue.
The redesign and improvement in responsiveness of the web version of the product resulted in a smoother and more efficient experience for users, driving business growth. The significant increase in conversion and reduction in journey time demonstrated the positive impact of the project. The recognition, promotion, and opportunity to present the case to the entire Claro team reflected the relevance of this successful initiative. This case study highlights the importance of user-centered design in achieving significant results in digital products and overall business success.
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