Vivo B2B
In early November 2022, I assumed the role of Senior Product Designer at Vivo, where I worked on a B2B ecommerce project. This experience provided me with an excellent opportunity to enhance my leadership skills, work on large-scale projects, and contribute to the creation of innovative UX solutions. Additionally, working for a reputable company like Vivo, which is part of the Spanish Telefonica group, opened doors to new opportunities and professional contacts in the industry.
Task
Rebuild the entire logged-in area
For this project, I conducted several immersions with various teams and stakeholders to understand and delve into all areas of the website, in order to comprehend how the company perceives the ecommerce and how users navigate and interact with the site.
The first major challenge was the redesign of the logged-in area of the site, as users were complaining of difficulties in navigation, confusing information, and unclear flows. The biggest challenge in developing this project was the lack of sufficient analytics data to be considered, as well as no history of complaints or any evidence of user experience. So, we knew that the entire process required to develop this redesign had to be thoroughly researched to better encompass and understand the user experience.
To address this issue, we implemented a development plan based on the Double Diamond methodology, which consisted of the following stages:
- Creation of a CSat form to collect user information
- Stakeholder interviews to understand how each area perceives the project and align the next steps
- User interviews to understand their perception of the site
- Nielsen heuristic analysis to ensure that all pages adhere to principles that support good navigation
- Benchmarking to gain insights on market best practices, trends, and insights
- Value proposition canvas to map and prioritize customer pain points and how to solve them
- Creation of hypotheses and journey mapping to tangibly validate proposed ideal flows and selections
- Prototyping to test suggested flows and validate proposed solutions.