Company
Claro - LATAM
Claro is the largest telecommunications companies in Latin America, owned by the Mexican group América Móvil, with a strong presence in Brazil. It offers mobile services (including 5G, where it is a leader), broadband, landlines, and pay TV.
Tools
Figma
Hotjar
Maze
Google analytics
CSAT
The project focuses on improving Claro's checkout flow with a data-driven approach and usability testing. Starting with the portability experience, research identifies key pain points, leading to design enhancements for clarity and simplicity.
Challenges faced
Through more than 100 Hotjar videos to analyze user behavior, we realized that they clicked on all the fields on the screen, thinking they were clickable, in addition to returning to the home screen.
1- The customer tries to understand more about the benefits by clicking on them, but there are no details about the product.
2- There's no way to exchange the product in the cart, so they have to return to the home page.
3- There was no way to compare products, so users did it manually, significantly increasing the number of churning in the checkout'flow.
1- Several A/B test follow-ups were carried out with the help of the CRO team.
2- I ran usability tests to find the main issues with the flow.
3- I checked if there was accessibility in the entire flow, including in the HTML code.
4- I checked the SEO of the main terms in the checkout flows.
It was tested and selected along with the development time that the site was out of date. 87% of its components were not connected to design system.
After studying the data, I created the screens and led a design critique with more than 23 designers to identify improvements to Claro's checkout flow.
