Telco e-commerce Product 2018-2022
MÁSMÓVIL
Grupo Másmóvil is the 4th telecommunications company in Spain, currently composed of many brands. I will focus on my role evolving the e-commerce for their brand MÁSMÓVIL.
MÁSMÓVIL focuses on selling plans to users seeking economical alternatives. It’s also the brand within the Business group with the highest rate of online customer acquisition, even though it’s highly focused on finishing the sale through the phone.
Digital transformation journey
When I joined in 2018, the company was in a process of digital transformation. The brand’s website, masmovil.es, was built with an old technology, which made every development very difficult to implement, so there was very little space for innovation. The first steps consisted on doing a heuristic evaluation, gathering research and finding the most important pain points.
In 2018, the public website had a very painful user journey, a lot of research was done.
Baby steps and first improvements
During the first two years, I worked on improving the user experience with the few resources we had, maintaining the visual appearance.
Development was slow, and we focused on the most critical tasks that would help improve sales: from the basic understanding of the product and how to find it, to building trust. Work in different brands was totally separate and independent and most of our data came from Heatmaps and cualitative research.
Redesign of the main flows following the Design Thinking steps of Discovery, Definition and Iteration.
A Design System to save us all
The branding area had been working on a whole new brand identity for MÁSMÓVIL. In 2020, the focus was on adapting the new look & feel to the needs of the digital environment. All the changes we had made before and WIP had to be fully adapted to this new image.
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However, this was an amazing opportunity to finally introduce improvements to the UX of the whole website without the restrictions of a roadmap, along with an early Design System, based on Material Design, that would erase the previous lack of cohesion and consistency that was holding us back.
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A fresh new start
Agility & optimization
After making the most critical changes in Angular to adapt the new brand identity, we started a big project to migrate both MÁSMÓVIL and Llamaya to a new technology. In order to do this, the Design System evolved to include a set of key components that would allow to manage pages without the need for development, greatly improving flexibility and agility.
At the end of 2021, this change was finished. Sales went up, development was much faster, and Design could be focused on ideation and experimentation through CRO optimization.
It was a breath of fresh air.
Simple examples of CRO experiments
Time for new ideas
In 2022, the team was ready to design better solutions and functionalities for a great buying experience based on user and business needs. For example, we improved our device catalogue with a better information structure and filters to help find and understand products, and make it more mobile friendly.
We would work through the different phases of the Design Thinking process individually, and then share our work and debate the best options. I find it's always useful to start the process with a benchmark, analizyng what works and doesn't work, go through different levels of wireframes, and finish with a user test to validate hypothesis .
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Collaborative ideation and new designs for a device's flow
Other challenges
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App & web for prepaid brands Lebara / Lycamobile.
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Explaining cookies, roaming, invoices, and other complex concepts.
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Differentiating the way we were selling to individuals vs. small and big companies.
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New functionality for users to personalize complex products.
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Unifying components and finding naming conventions to work on a multibrand environment.
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Making CRO tests that will give significant results and are not conflicting.
And many more...
