A redesign for efficiency

This case study explores the redesign of Claro's sales system, a critical initiative undertaken in 2017 to enhance operational efficiency and improve the customer experience. Faced with a fragmented system landscape,

About
Claro, a leading telecommunications provider in Brazil, offers a diverse range of plans and chip activation options to its vast customer base.
The challenge
Recognizing the need for a streamlined and efficient sales process, Claro embarked on a project in 2017 to consolidate its disparate sales systems into a single, unified platform.
The goal
This ambitious initiative aimed to empower sales representatives with the ability to manage the entire sales transaction and address activation issues seamlessly within a single, user-friendly interface
THE PROCESS

Design thinking

To address the challenges of Claro's fragmented sales systems, a three-day Design Thinking workshop was conducted. This collaborative effort brought together key stakeholders, including representatives from the business area and end-users (sales representatives from various channels).

The workshop focused on:

1.  Deeply understanding the current sales process: Through interactive exercises and discussions, participants gained a comprehensive understanding of the existing system's strengths, weaknesses, and pain points.

2.  Fostering innovative application ideas: Brainstorming sessions encouraged creative thinking and the generation of novel solutions to address the identified challenges.

3.  Finding a solution to the problem: The workshop culminated in the development of a proposed solution that addressed the needs of all stakeholders

To ensure a user-centric approach, the workshop incorporated user journey mapping. Three distinct user journeys were created to represent different customer scenarios. Additionally, four personas were developed to represent the unique needs and perspectives of sales representatives across four distinct channels: retail, telesales, stores, and authorized agents.

Mapping the product
After stakeholder interviews, we mapped the sales process and proposed improvements, assisting the team in creating the delivery roadmap. Simplified activation streamlined the process by integrating three systems into one platform.
Activation method
The store persona has the most complete flow. For it, we designed flows for activation options like portability, migration, dependents, and devices. We detailed the dependent activation flow, collaborating closely with the team and stakeholders.
Prototyping
We collaborated with the functional team to conduct user interviews, gaining insights into the dependent activation flow. We then brainstormed wireframes for the new flow and discussed feature viability with architects while redesigning the legacy platform.
THE RESEARCH

We conducted user interviews and moderated usability tests with a navigable Axure prototype.

25+

In-Depth Interviews

10+

Moderate user test

THE IMPACT

Pilot tests implemented in a subset of stores resulted in a notable 30% reduction in sales processing time, leading to increased efficiency and improved user and customer satisfaction.

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