Growth: driving sales

Telefónica is one of the world's largest telecommunications companies by market capitalization and number of customers. It is supported by the best fixed, mobile and broadband networks, as well as an innovative range of digital services.

Challenge Telefónica needed to reinvent its customer loyalty model and come up with a new way to increase sales of the large number of mobile devices it had in stock.

The sale of mobile terminals by the telephone companies is generally associated with a long-term contract with the company.

The relationship between purchasing a new cell phone and to increase permanence often leads to clear discomfort among customers.

Telefónica needed to reinvent its customer loyalty model, and come up with a new medium that would allow it to increase sales from the large number of mobile devices it had in stock.

This is the origin of our project, the Phoenix project.

Project Design a new digital channel that would offer Telefónica's customers to renew their smartphones with highly interesting financing conditions and with a differential and highly personalized user experience.

In order to increase conversion rates and the sale of mobile handsets, we worked on designing a new digital and global channel that would offer customers of Telefónica's different brands (Movistar, O2, Vivo) renew your smartphone with highly interesting financing conditions and a differential and highly personalized user experience.

The customer relationship with this new digital solution began when he received a personalized SMS with an offer to renew his mobile device, from there, he accessed the product offer landing page, where the whole process began. transactional process we define and design, at UX/UI level.

We started with research activities, analyzing trendsWe segmented the user profiles to better define the visual and textual impacts we had to offer during the process.

Once we have clear insights, we begin the whole process of user experience design (UX) and user interface (UI) design:

• Definition of navigation flows
• Atomic definition of elements and components
• Wireframe development
• Definition of line of sight
• High fidelity visual design
• Interactive prototypes

These are some of the deliverables that we defined in our work to design the entire digital process.

When defining and designing the funnelour main objectives were twofold:

1. Optimize the conversion funnel to the maximum. Constant analysis of flows, through testing techniques, to detect possible leakage points and improve the usability of the entire transactional process.
2. Adapting the funnel to the needs of each country and each Telefónica brand (Movistar, Vivo, O2), always trying to offer the best possible usability for each case and for each type of user.

Results Telefónica managed to sell more than 380,000 handsets in just one year

The Phoenix project was a great success. success. These results led, among other things, to the decision to extend the new digital solution to more countries.

To date, we are still working on the project, defining, optimizing, and implementing new ideas and initiatives to improve the numbers year after year.