interface design
users experience's

+

=

With the new navigation feature, sports team fans will be able to follow games in a practical and efficient way.

After listening to customer feedback, especially from passionate fans, the experience squad focused on UX and, as a result, implemented a button shortcut on the ClaroTV+ remote control, allowing users to instantly access their team's channel when they're playing. This innovative experience ensures users never miss important moments of their favorite team.

Claro flex activation
on the PODPAH podcast

Challenges

Changing phraseology for a cool audience

Channels previously little explored
(TikTok)

CHURN still unknown to this audience

How to impact

Alignment with CX team

Exclusive PODPAH promotional coupon

Network Optimization: Traffic prioritization for social networks (partnership with Meta/TikTok?)

Flex Benefits

UX
strategy

Onboarding

Activation & First Use

Engagement & Retention

Technical Differentials

+
Benefits attached

Tank consumption/Gigas: Real-time visualization of data (GB used, renewal).

Competitive prices and various bonuses included in campaigns and flows

Available for use
of eSIM
(virtual chip)
in the journeys

1. Onboarding & Acquisition
Streamlined CTA: Podcast ads featuring influencers → direct users to a hassle-free digital subscription (no long-term commitment).
Instant Value: howcase key benefits upfront (e.g., "25GB + Netflix included").

2. Activation & First Use

One-Click Setup: Enjoy unlimited WhatsApp/video calls—no manual configuration needed.

3. Engagement & Retention

Implicit Gamification: Casual messaging ("You’re in the game!") reinforces consistent usage (e.g., tracking data as a daily habit).

Personalized Touch: Contextual prompts (e.g., "Netflix and chill… with your cat?") add emotional appeal.

4. Technical Advantages

No Strings Attached: Lower churn thanks to easy cancellation.

Fully Digital: Zero friction (no need to contact customer support).

5. Key Moments
"Aha! Moment": Real-time data tracking builds trust through transparency.
Viral Potential: Shared Netflix access across devices drives referrals.

Targeted Promotions: Campaigns with benefits tied to Claro Flex’s user flows and journeys.

Dynamic CTAs: customized calls-to-action for each customer persona, season, or flash sale.

Stories for engagement

Claro Flex screens

Strategy/journey application

1. Briefing and Definition of Objectives

- Business Area: KPIs (47% increase in conversion, 35% reduction in churn).
- Marketing: Aligns key messages with SEO/targeted calls to action for the specific campaign.
- UX/UI: Identify friction points in the current funnel (e.g. complex form at checkout).

2. Planning and Prototyping

- UX: Creates optimized flow with:
--- Customize plans in just a few clicks.
--- Clear cost comparison (e.g.: "R$30/month + R$1.50 per extra GB").
--- Simplified checkout (auto-fill via CPF).
- Dev: Validates technical feasibility (integration with payment API, Claro CRM and legacy systems).

3. Desenvolvimento e Testes

- Front-end: Implementa novo UI com React/Vue, garantindo responsividade (mobile-first).
- Back-end: Configura endpoints para cálculo dinâmico de preços (ex: ajuste de franquia em tempo real).
- QA: checkagem de direcionamento do cta "Contratar Agora" e especificidades técnicas de todo fluxo

4. Launch and Monitoring

- Go-live: Gradual activation (cannibalization controlled via feature flags).
- Analytics: Real-time tracking (Hotjar for heatmaps, Google Analytics for bounce rate).
- Continuous Optimization:
- Business Team: Adjusts promotions based on CAC.
- UX: Refine microcopy (e.g.: change "Franchise" to "Data included").
- Dev: Fix latency in credit query API.

5. Retrospective and Scaling

- Results: Conversion increases by 22%, 40% reduction in cart abandonment.
- Next Steps: Expansion for cross-sell (e.g. bundling with Claro TV+).

Tools Used:
- Prototyping: Figma.
- Automation: Zapier (post-purchase triggers).
- Data analysis: cart retention and escape.