Enhancing the shopping experience for mobile and home services at Entel.
Description
Entel is one of the most important telecommunications company in Chile. Its service portfolio includes information technology services, mobile and fixed telephony, long-distance carriers, among others.
Role and Team
Product Designer together with 1 Product Designer - 1 Content Designer - 1 UX Researcher
Type
Product Design (Ecommerce)
Client
Entel - Chilean Telecommunication Company
Date
2024
16
Research
To kick things off, we partnered with leadership to have the big picture. This feature would contemplate the following requirements:
- Align the look and feel and experience with the rebranding and redesign process made at that point.
- Make convergent purchase, that means, contemplate all the catalog of products and services.
- Offer an experience that reward customer over unregistered users.
Based on previous data collected by research team, we came up with some hypothesis that would shape the experience.
- If users have an intermediate cart they will be able to confirm the products before proceeding with the purchase and add some other items, which would increase conversion rate and decrease cart abandonment.
- If we include the possibility to get products and services from different catalogs, users will perceive the flow much easier because they do not have to make independent purchase flows.
- If we give the possibility to recover the purchase in case of abandoning the cart users will finish the process and this will decrease cart abandonment rate.
Problem
Entel lacked its own shopping cart feature, relying on third-party providers. This reduced revenue and created a more frictional user experience, negatively impacting conversion rates.
Results
- Increased conversion rate by 12% during the last quarter of 2024.
- Reduced abandonment rate by 20%, by enabling users to easily recover incomplete purchases processes.
- Increased CRR coming from 37% to 46% mainly thanks to special benefits for customers.
- Streamlined the purchase flow into a single process giving customers seamless access to the full catalog of products and services.
- Delivered a personalize shopping experience, tailoring product recommendations and purchase flows based on user profiles.
NN
User without navigation data or identification within the system.
Prospect
Potential customer
Customer
Identified user with previous or purchases within the platform.
I want to be sure of what I’m doing
“I wish I could review all the items I’m buying in one place before I pay. Sometimes I realize I missed something, but there’s no way to go back without starting over.”
I couldn’t buy all what I need at the same time
“I hate having to go through separate purchase flows for different products. It feels like I’m making two or three different purchases instead of one.”
I don’t want to lose progress
“There are times when I need to double-check something before I buy. If I could save my cart and return later, I’d be more likely to complete the purchase.”
To validate these initial concepts, we conducted some testing. Here’s what we found:
- Intermediate shopping cart didn’t add too much value to users because beyond being able to edit the products, they did not see to much difference compared to the full shopping cart.
- Some price information wasn’t clear enough and affected the interpretation of the immediate total payment.
- The information included in the cart structure offers a clear idea of what the user is adding to the basket.
- Cross selling would be valuable mainly to add complementary products.
We sat down with research team to understand more about the current user experience.
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel Arboleda
previous project
Max app: your real estate assistant to capture, nurture and close leads in one place.
show case study
Product Designer
ABOUT ME
GET RESUME
Enhancing the shopping experience for mobile and home services at Entel.
Description
Entel is one of the most important telecommunications company in Chile. Its service portfolio includes information technology services, mobile and fixed telephony, long-distance carriers, among others.
Role and Team
Product Designer together with 1 Product Designer - 1 Content Designer - 1 UX Researcher
Type
Product Design (Ecommerce)
Client
Entel - Chilean Telecommunication Company
Date
2024
16
Research
To kick things off, we partnered with leadership to have the big picture. This feature would contemplate the following requirements:
- Align the look and feel and experience with the rebranding and redesign process made at that point.
- Make convergent purchase, that means, contemplate all the catalog of products and services.
- Offer an experience that reward customer over unregistered users.
Based on previous data collected by research team, we came up with some hypothesis that would shape the experience.
- If users have an intermediate cart they will be able to confirm the products before proceeding with the purchase and add some other items, which would increase conversion rate and decrease cart abandonment.
- If we include the possibility to get products and services from different catalogs, users will perceive the flow much easier because they do not have to make independent purchase flows.
- If we give the possibility to recover the purchase in case of abandoning the cart users will finish the process and this will decrease cart abandonment rate.
Problem
Entel lacked its own shopping cart feature, relying on third-party providers. This reduced revenue and created a more frictional user experience, negatively impacting conversion rates.
Some components were sourced from the existing Design System, while others were created from scratch. Defining these components involved collaboration and feedback from other design colleagues, ensuring that many of them would have cross-functional use throughout the platform.
Results
- Increased conversion rate by 12% during the last quarter of 2024.
- Reduced abandonment rate by 20%, by enabling users to easily recover incomplete purchases processes.
- Increased CRR coming from 37% to 46% mainly thanks to special benefits for customers.
- Streamlined the purchase flow into a single process giving customers seamless access to the full catalog of products and services.
- Delivered a personalize shopping experience, tailoring product recommendations and purchase flows based on user profiles.
NN
User without navigation data or identification within the system.
Prospect
Potential customer
Customer
Identified user with previous or purchases within the platform.
I want to be sure of what I’m doing
“I wish I could review all the items I’m buying in one place before I pay. Sometimes I realize I missed something, but there’s no way to go back without starting over.”
I couldn’t buy all what I need at the same time
“I hate having to go through separate purchase flows for different products. It feels like I’m making two or three different purchases instead of one.”
I don’t want to lose progress
“There are times when I need to double-check something before I buy. If I could save my cart and return later, I’d be more likely to complete the purchase.”
To validate these initial concepts, we conducted some testing. Here’s what we found:
- Intermediate shopping cart didn’t add too much value to users because beyond being able to edit the products, they did not see to much difference compared to the full shopping cart.
- Some price information wasn’t clear enough and affected the interpretation of the immediate total payment.
- The information included in the cart structure offers a clear idea of what the user is adding to the basket.
- Cross selling would be valuable mainly to add complementary products.
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel Arboleda
previous project
Max app: Your real estate assistant to capture, nurture and close leads in one place.
show case study
We sat down with research team to understand more about the current user experience.
Product Designer
ABOUT ME
GET RESUME
Let’s work together!!
Get in touch
danielarboledamanyoma@gmail.com
Connect on LinkedIn
Daniel ArboledaEnhancing the shopping experience for mobile and home services at Entel.
Description
Entel is one of the most important telecommunications company in Chile. Its service portfolio includes information technology services, mobile and fixed telephony, long-distance carriers, among others.
Role and Team
Product Designer together with 1 Product Designer - 1 Content Designer - 1 UX Researcher
Type
Product Design (Ecommerce)
Client
Entel - Chilean Telecommunication Company
Date
2024
16
Research
To kick things off, we partnered with leadership to have the big picture. This feature would contemplate the following requirements:
- Align the look and feel and experience with the rebranding and redesign process made at that point.
- Make convergent purchase, that means, contemplate all the catalog of products and services.
- Offer an experience that reward customer over unregistered users.
Based on previous data collected by research team, we came up with some hypothesis that would shape the experience.
- If users have an intermediate cart they will be able to confirm the products before proceeding with the purchase and add some other items, which would increase conversion rate and decrease cart abandonment.
- If we include the possibility to get products and services from different catalogs, users will perceive the flow much easier because they do not have to make independent purchase flows.
- If we give the possibility to recover the purchase in case of abandoning the cart users will finish the process and this will decrease cart abandonment rate.
Problem
Entel lacked its own shopping cart feature, relying on third-party providers. This reduced revenue and created a more frictional user experience, negatively impacting conversion rates.
Some components were sourced from the existing Design System, while others were created from scratch. Defining these components involved collaboration and feedback from other design colleagues, ensuring that many of them would have cross-functional use throughout the platform.
Results
- Increased conversion rate by 12% during the last quarter of 2024.
- Reduced abandonment rate by 20%, by enabling users to easily recover incomplete purchases processes.
- Increased CRR coming from 37% to 46% mainly thanks to special benefits for customers.
- Streamlined the purchase flow into a single process giving customers seamless access to the full catalog of products and services.
- Delivered a personalize shopping experience, tailoring product recommendations and purchase flows based on user profiles.
NN
User without navigation data or identification within the system.
Prospect
Potential customer
Customer
Identified user with previous or purchases within the platform.
I want to be sure of what I’m doing
“I wish I could review all the items I’m buying in one place before I pay. Sometimes I realize I missed something, but there’s no way to go back without starting over.”
I couldn’t buy all what I need at the same time
“I hate having to go through separate purchase flows for different products. It feels like I’m making two or three different purchases instead of one.”
I don’t want to lose progress
“There are times when I need to double-check something before I buy. If I could save my cart and return later, I’d be more likely to complete the purchase.”
To validate these initial concepts, we conducted some testing. Here’s what we found:
- Intermediate shopping cart didn’t add too much value to users because beyond being able to edit the products, they did not see to much difference compared to the full shopping cart.
- Some price information wasn’t clear enough and affected the interpretation of the immediate total payment.
- The information included in the cart structure offers a clear idea of what the user is adding to the basket.
- Cross selling would be valuable mainly to add complementary products.
Adaptation of content according to user profile
We sat down with research team to understand more about the current user experience.
Mobile equipment
Cross selling
Mobile plans
Home plans
previous project
Max app: Your real estate assistant to capture, nurture and close leads in one place.
show case study