TelCel AmigoClub, Pre-Paid Mexico | Coming Soon
Connecting Customers Instantly
AmigoClub is for Telcel customers without credit cards who pay 100-300 pesos a month and crave connection 24/7/365. AmigoClub is a mobile app that keeps users running with one-click advances and loyalty gifts—customers are rewarded 1MB per 1 peso spent on the platform.
Create Magic in 2 Weeks
I was part of a small and ambitious project as the Lead Designer to conceptualize and design the AmigoClub experience for one of the largest telecommunication company in Mexico.
The VP of Pre-Paid Mexico did preliminary research in Mexico City. 29 participants were asked questions about AmigoClub to help validate the idea.
How much do you spend to recharge your phone?
29% 200 pesos/month
21% less 100 pesos/month
21% 150 pesos/month
15% 100 pesos/month
What is your primary use of your mobile device?
25% Social Media
How many times a month you recharge your phone?
66% once a month
24% twice a month
5% three times a month
5% four times a month
IDEATION SESSIOn, Week 1
Raising a Barn
Our goal for the project was to create a end-to-end experience for customers to capture their mobile device number and initiating the AmigoClub app. I facilitated a two day design sprint or “Barn Raiser” ideation session where the team focused on long-term goals, challenges, sketches and mapping out a rough journey for our customers.
Our high level goals were to:
Make it fast and easy to use for our pre-paid customers.
Give pre-paid customers more control of their time and money.
Create a scalable platform for other business initiatives.
Let’s Design Inclusively
The user base for the app are individuals that live in a different location, environment and mindset. To move beyond existing biases, I educated and experimented on a concept with the team to designing for everyone, everywhere.
Spectrums attempt to highlight the range of temporary or permanent challenges to consider when a person is interacting with AmigoClub.
Situations attempt to highlight situational challenges that everyone experiences. A situation is a temporary context that affects the way any person interacts with AmigoClub for a short time.
This framing exercise was used to destroy any stereotypes that the team had about people and marketplaces.
I recommended the team to think ethically by using a 360 Review. This exercise is a way for the team on how the users might be affected at each stage of the product. We thought about effects in terms of emotional, physical, monetary and safety.
After the 10 minute exercise the team thought about situations that forecast impacts and risks the product and the users might experience.
Start from the Beginning
The team created a map that illustrated how a customer will initiate from a TelCel representative. We envisioned that we will partner with TelCel to present a 10-15 second about the benefits of AmigoClub.
Sketch it Out
The team did several rounds of Crazy 8s on several touch points of the experience. We created SMS messages, collateral and wireframes. These sketches positioned the project in a great foundation.
I designed the flow based on the idea of a simple choose interface. Our hypothesis is to allow our users to separate each experience so that they are not confused between Advance and Top-up.
Instead of designing for the right answer, I designed a flexible system optimized for learning and optionality.
Who is TelCel?
After the two day Barn Raiser session I had to research TelCel on a brand standpoint. AmigoClub had to have a consistent look and feel to believe that it was part of a suite of TelCel products.
While researching TelCel the team discussed at a high-level to use a progressive web application approach. Having a native web app will have versioning risks that might impact the project.
Iteration 1, Week 2
Let’s Get Advanced
The first iteration of the experience combined both the Advance (instant connection) and Top-up (pay first) use cases. In this scenario the customer has validated with TelCel to be part of AmigoClub and choosing which plan is best for them. The team was concerned about the “choose” page and how complex it was. If we assumed it was confusing the users would be roadblocked.
This page quickly pivoted that same day and I had to quickly design another solution that would separate both flows. We wanted to experiment with having that user choose what they path they want to do— that way it is easier to navigation once users are comfortable with using the app.
Making it Simple
A critical part of the experience is for users to decide what they want to do. By adding a in-between page where they can choose their action our hypothesis is that it will help users on then specific scenario.
During the this iteration we wanted to use Material Design components because of the high usage of Android devices from our user group. Although this is a hypothesis we wanted to experiment with this theory and test it to our target audience.
PREPARING THE TEST
Travel and Next Steps
The team wants to continue to iterate and prepare to travel to Mexico City to validate the designs. We will utilize a InVision prototype and approach users who are comfortable to provide their feedback. This might be disruptive for our users and wanted to validate location that is safe for the team to execute the test. This will give us insight on their needs, wants and expectations. We prepared some learning opportunities for us to capture while we are conducting our tests.
More to come!