The primary objective was to increase the adoption and usage of Más Móvil’s app, a telecommunication company in Panamá, by streamlining key transactions like bill payments, recharges, plan purchases, and card redemptions. The app needed to deliver a seamless user experience while addressing several pain points in the login, registration, and payment processes.
Problem Statement
Más Móvil’s legacy app had several issues that led to low user adoption and frustration among users:
- High friction in login and registration journeys: Users struggled to create accounts and log in.
- Low app adoption: Many customers preferred offline or other digital alternatives.
- Difficult transaction experience: Users faced challenges when paying bills, recharging, or purchasing plans.
- Customer service issues: The app did not provide adequate support for user inquiries, leading to low satisfaction.
Research & Discovery
Research Methods
- User Interviews: Conducted in stores with customers to capture their real-time reactions and pain points.
- Surveys: Collected quantitative data on what users liked and disliked about the app.
- Stakeholder Interviews: Engaged with key internal departments (Marketing, Customer Service) to understand business needs and customer support challenges.
- Workshops: Collaborated with the internal team to align goals and brainstorm creative solutions.
- Usability Testing: Ran tests on both the existing app and wireframes to evaluate user interactions and gather feedback.
Key Findings:
- Complex Registration Process: Customers found the registration process cumbersome and often abandoned it midway.
- Cluttered Login Page: The login page presented too much information, overwhelming users before they could proceed.
- Transaction Insecurity: Users did not feel secure when entering credit card information and needed clear signals to build trust.
- Overcomplicated Data Representation: Usage information and transaction history were presented in complex charts, which confused users.
- Poor Look & Feel: The UI was outdated and did not resonate with customers’ expectations of a modern app.
- Desire for Quick Access: Customers wanted faster login options, particularly biometrics like fingerprint or facial recognition.
Design Solutions
1. Redesigned Onboarding Process:
- We simplified the onboarding journey by removing non-essential steps and allowing users to quickly set up their account or explore the app as a guest.
- Progressive onboarding: Information was requested in phases to prevent user overload.
2. Simplified Login Page:
- Biometric login (fingerprint, facial recognition) was prioritized, making logging in faster and more secure.
- The login page was decluttered, displaying only essential information and removing distractions to speed up user access.
3. Guest Payment & Transaction Flows:
- We introduced a guest payment option that allowed non-registered users to pay bills or top up their account with minimal steps. This eased friction for those hesitant to sign up right away.
4. Improved Information Architecture & Interaction:
- The app’s information architecture was restructured, simplifying navigation so users could easily find key features like recharging, redeeming cards, or viewing plans.
- Focused on transaction ease, ensuring that users could complete tasks (such as paying bills) with minimal taps.
5. Enhanced Security Cues:
- Trust signals were added during credit card transactions, such as reassuring users with recognizable security icons and clear confirmations after each transaction.
- Built-in prompts highlighted the safety of the app’s payment system.
6. Camera-Based Card Redemption:
- We added a camera-based card redemption feature that allowed users to scan the physical card using their phone’s camera. This dramatically simplified the process of redeeming cards by eliminating manual entry.
7. UI Overhaul:
- The entire look and feel of the app was updated with a cleaner, more modern design implementing the Global Design System.
- The new design used minimalistic layouts, improved color schemes, and consistent iconography to provide users with a clearer path to complete tasks.
- Complex charts were replaced with simpler, more readable visuals, focusing on plain-language descriptions of usage and balances, making it easier for users to understand their data at a glance.
Results & Impact
Key Metrics:
- 40% increase in registered users and logins: The improved onboarding and login experience directly contributed to higher user registration and retention.
- More transactions via the app: Transaction completion rates rose significantly as users found it easier to pay bills, recharge, and buy plans.
- Increased app downloads: A targeted communication campaign, paired with the app redesign, led to an overall increase in app downloads.
- More users served by customer support: With better chat support integration, the number of users attended by customer service via the app increased.
Reflection
What Worked:
- Team collaboration was a key factor in the success of the project. UX, UI, and other departments worked in sync, and iterative processes allowed creative ideas to flourish.
- Special thanks to Javier Calle, Vicky Boyd, Alfredo Canales and Francisco Catellani, all thoughtful designers who shaped the screens at different times but in the same impactful way.
- User insights from store interviews played a crucial role in shaping the language and tone used throughout the app. The text of the app was rethought to use familiar terms and concepts that resonated with customers.
- Creativity in simplification: By focusing on simplicity and reducing friction, the redesigned app allowed users to complete essential tasks with minimal effort, which drove adoption and satisfaction.
Lessons Learned:
- On-site user interactions were invaluable: Observing users in real-world environments provided insights that couldn’t be captured through surveys or digital-only research methods.
- Next steps for personalization: Future iterations could focus on providing more personalized experiences by suggesting relevant plans and offers based on user behavior.
Conclusion
The redesign of the Más Móvil app successfully addressed core usability issues, improved customer satisfaction, and increased the adoption of the digital channel. By simplifying the user experience, adding biometric login, and ensuring security during transactions, the app became more accessible and trustworthy for users. These changes translated into measurable business results, including a significant increase in registered users and app transactions.
