We designed a new channel to increase smartphone sales

The 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

In general, the sale of mobile terminals by telephone companies is generally associated with a permanence contract with the company.

This relationship, between purchasing a new mobile phone and increasing the permanence with the company, generally causes a clear sense of dissatisfaction among customers and a downward trend in the sale of mobile handsets by telecommunications companies.

Faced with this, 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.

This is the origin of our project, Phoenix.​

The Project Design a new digital and global channel that would offer customers the opportunity to renew their smartphone with very interesting financing conditions and with a differential and personalised user experience

The customer’s relationship with this new digital solution began upon receiving a personalised SMS with an offer to renew their mobile device. From there, they accessed the product offer landing page, where the entire transactional process that we defined and designed, at the UX/UI level, at NATEEVO began. ​

We started with research activities, analysing trends and segmenting user profiles to better define the visual and textual impacts that we had to offer during the process. ​

After gaining clear insights, we started the whole process of user experience design (UX) and user interface design (UI):

• Definition of navigation flows
• Atomic definition of elements and components
• Development of wireframes
• Definition of visual line of sight
• High fidelity visual design
• Interactive prototype

When defining and designing the funnel, we had two main objectives: ​

1. To optimise the conversion funnel as much as possible. To do so, we constantly analysed the flows, using testing techniques, to detect possible leak points and constantly improve the usability of the entire transactional process
2. Adapt the funnel to the needs of each country and each telephone brand (Movistar, Vivo, O2), while always trying to offer the best possible usability for each case and for each type of user.

Results Thanks to the project, Telefónica manage to sell more than 380,000 terminals

Thanks to the project, Telefónica manage, to sell more than 380,000 terminals and generated direct revenues of 114 million euros. These results meant, among other things, that the new digital solution was extended to more countries. ​

To this day, we continue to work on the project, defining, optimising and implementing new ideas and initiatives to improve the numbers year after year.