About the client
Movistar is a transnational telecommunications company owned by Telefónica. It is the largest provider of fixed telephone, broadband, mobile and pay television services in Spain.
103%
Less calls transferred
2
Years project
My role
Part of the research team and only UI designer in charge of the UI Kit, mockups and testing
40+
Tools in one
42%
Les repetitive calls
About the project
This project focused on improving customer service at Movistar’s Call Centers and retail stores in Peru by designing Visor, a tool that streamlines workflows and enhances efficiency. Through user research and testing, we created an intuitive, engaging platform that reduces advisor stress while integrating multiple systems into a seamless experience.
Competitive analysis
At the time of development, there were no direct competitors offering a similar all-in-one solution for Movistar’s customer service representatives. Therefore, our research focused on analyzing tools used in customer support, task management, and internal service platforms to identify best practices and potential gaps in existing solutions.
To ensure Visor provided the most efficient and intuitive experience, we analyzed several of the individual tools that advisors were already using daily. This helped us understand their functionalities, limitations, and how they could be streamlined into a single, cohesive platform. By studying these existing tools, we identified opportunities to improve navigation, reduce friction in workflows, and create a more engaging interface tailored to the needs of Movistar’s teams.
Opportunities
Opportunity #1
Centralizing Tools for a Smoother Workflow
Agents currently switch between multiple platforms, leading to delays and errors. Visor can integrate these tools into a single, seamless interface to improve efficiency.
Opportunity #2
Reducing Cognitive Load with a More Intuitive UI
Many agents rely on personal notes and memorization. A clearer, more structured UI with smart recommendations can help reduce the need for manual workarounds.
Opportunity #3
Minimizing System Lag to Improve Customer Experience
Long loading times frustrate both agents and customers. Optimizing performance and response times will significantly enhance service quality.
Opportunity #4
Enhancing Training & Onboarding for New Agents
Novice agents struggle with complex navigation and lack confidence in handling calls. A more intuitive system can shorten the learning curve and improve accuracy.
Opportunity #5
Empowering Experienced Agents with Better Tools
Senior agents use their own hacks to work faster. By incorporating features like quick-access shortcuts and predictive suggestions, we can make their expertise even more effective.
Opportunity #6
Introducing Smart Auto-Fill & Cross-System Data Syncing
Manually entering customer data multiple times increases errors. A tool that syncs data across systems automatically would reduce redundancy and improve efficiency.
Opportunity #7
Supporting Career Growth & Performance Monitoring
Experienced agents want to move into leadership roles but struggle with unclear reporting tools. Enhancing analytics and performance tracking can help supervisors manage teams more effectively.
Challenges
Challenge #1
Resistance to Change
Agents are used to their current workarounds. Transitioning to Visor requires careful onboarding and training to ensure adoption.
Challenge #2
Ensuring Reliable System Integration
Merging multiple platforms means potential compatibility issues. If the integration isn’t smooth, it could disrupt workflows rather than improve them.
Challenge #3
Balancing Simplicity with Functionality
The system must be powerful enough for experienced agents but intuitive enough for new hires. Overloading it with features could make it overwhelming.
Challenge #4
Addressing Performance Bottlenecks
Speed and reliability are critical. Any lag in the new system would defeat the purpose of its implementation.
Challenge #5
Maintaining Engagement & Usability Over Time
Making Visor fun and engaging is key, but it must remain practical and efficient in the long run, not just at launch.
Challenge #6
Scalability for Future Needs
As Movistar’s customer service evolves, Visor must be adaptable to new tools, policies, and workflows without requiring major redesigns.
Interviews
Following a user-centered design approach, we conducted in-person interviews with 12 Movistar advisors—6 from Call Centers and 6 from retail stores—ensuring diversity in age, gender, seniority, and experience.
Goals
How do advisors navigate multiple tools to resolve customer requests?
What are their biggest frustrations and pain points in their workflow?
What strategies or workarounds do they use to improve efficiency?
How do system inefficiencies impact customer interactions and advisor stress levels?
What features would make their experience more intuitive and engaging?
Based on these insights, we refined our research and validated findings through additional surveys, ensuring our design solutions aligned with real user needs.
Findings from the interviews
Interview insight #1
Tool Overload & Fragmented Systems
- Advisors switch between multiple platforms to complete a single request, leading to delays and errors.
Many rely on personal notes and workarounds to bridge system gaps.
Interview insight #2
High Cognitive Load & Stress Levels
- New advisors struggle with steep learning curves, making mistakes due to complex navigation.
Experienced agents develop shortcuts but still face inefficiencies that slow them down.
Interview insight #3
Performance & System Reliability Issues
Slow loading times and frequent crashes disrupt workflows and frustrate both advisors and customers.
Advisors often wait for tools to respond, increasing call handling time.
Interview insight #4
Lack of Personalization & Smart Features
- Advisors manually input data multiple times due to poor system integration.
Quick-access shortcuts, auto-fill options, and smart recommendations were highly requested.
Interview insight #5
Engagement & Motivation
The job can feel repetitive, leading to low engagement over time.
A more dynamic, interactive system was seen as a way to make tasks feel less like routine work.
Personas
Sofía Rojas
The new advisor
“I feel lost all the time. There are too many tools, and I don’t know where to find the right information quickly. I’m constantly asking my coworkers for help, which makes me feel like I’m slowing things down.”
Bio
Sofía recently started working at Movistar’s call center after completing her training. While she’s eager to learn, she finds the tools overwhelming and struggles to keep up with customer requests. She often relies on coworkers for guidance, which slows down her efficiency.
Age/Identifier gender
23/Female
Family status
Single/No kids
Experience
2 months
Seniority
Entry-level
Goals
- Learn the system quickly without feeling lost.
- Work independently and provide fast, accurate responses.
- Reduce stress and feel more comfortable in her role.
Pains
- Overwhelmed by the number of tools and systems she needs to learn.
- Struggles to find the right information quickly during calls.
- Frequently asks colleagues for help, slowing down efficiency.
Needs
- A user-friendly system that’s easy to learn and navigate.
- Search and quick-access features to find information fast.
- Guided support or in-tool tutorials for common tasks.
Motivations
- Becoming independent in handling customer issues (🟢 2 – Needs more training)
- Feeling confident and less stressed at work (🟡 3 – Still adapting)
- Having an intuitive tool that helps her learn faster (🔴 1 – Struggling with complexity)
Luis Fernandez
The experienced advisor
“I shouldn’t have to rely on manual workarounds just to do my job efficiently”
Bio
Luis has been working in the call center for years and has developed his own workarounds to speed up processes. However, the system’s slow performance and outdated interface make his job frustrating. He wants a tool that helps him work smarter, not harder..
Age/Identifier gender
24/Male
Family status
Single/No kids
Experience
5 years
Seniority
Senior
Goals
- Minimize unnecessary steps to speed up workflow.
- Work more efficiently without relying on shortcuts.
- Have a system that supports his expertise.
Pains
- Slow system performance affects productivity.
- Too many manual steps and workarounds.
- Limited customization for efficiency.
Needs
- Faster system performance to reduce delays.
- Shortcuts and automation to eliminate manual work.
- A centralized platform that integrates all necessary tools.
Motivations
- Minimizing unnecessary steps for faster service (🔴 1 – Frustrated with inefficiencies)
- Having a tool that complements his expertise (🟡 3 – Workarounds help but are tiring)
- Reducing time spent on repetitive tasks (🔴 2 – Feels the system slows him down)
Ana Lopez
The store advisor
“I don’t have time to switch between systems while assisting customers.”
Bio
Ana works in a fast-paced retail store, juggling multiple customer requests. Unlike call center advisors, she interacts face-to-face with customers, meaning she needs quick access to information without breaking the flow of a conversation.
Age/Identifier gender
28/Female
Family status
Married/1 kid
Experience
3 years
Seniority
Mid-level
Goals
- Improve customer experience by reducing service time.
- Have an efficient system.
- Minimize frustration by using an intuitive tool.
Pains
- Too many steps to get simple information.
- No mobile-friendly interface for store interactions.
- Customer wait times increase due to slow systems.
Needs
- A fast, all-in-one tool for quick service.
- A mobile-friendly system for better in-store interactions.
- Simplified workflows for handling customer requests.
Motivations
- Serving customers quickly without delays (🟡 3 – Gets the job done, but it’s slow)
- Having a mobile-friendly tool for store interactions (🔴 1 – No proper mobile solution)
- Spending less time searching for information (🔴 2 – Switching between systems is frustrating)
Carlos Mendez
The supervisor
“I need real-time insights to improve my team’s efficiency.”
Bio
Carlos manages a team of advisors but spends too much time manually gathering performance data. He needs a real-time dashboard to monitor productivity and provide better coaching, instead of relying on outdated reports.
Age/Identifier gender
40/Male
Family status
Married/No kids
Experience
8 years
Seniority
Managerial
Goals
- No centralized performance tracking.
- Manual reporting is time-consuming.
- Lacks visibility into real-time agent performance.
Needs
- Automated reporting to reduce manual work.
- A real-time dashboard for performance tracking.
- Tools to identify and support struggling advisors.
Pains
- No centralized performance tracking.
- Manual reporting is time-consuming.
- Lacks visibility into real-time agent performance.
Motivations
- Using real-time data to manage team performance (🔴 1 – Relies on outdated reports)
- Reducing time spent on manual reporting (🔴 2 – Wastes hours compiling data)
- Identifying struggling advisors to provide support (🟡 3 – Does it, but inefficiently)
Customer Experience Map
Journey steps
Starting day
Searching for Information
Assisting a Customer
Escalating a Case
Ending the Day
User action
Logs into Visor and checks pending cases
Looks up customer details and service history
Navigates different tools to resolve customer requests
Requests supervisor help or submits a support ticket
Wraps up tasks, reviews performance metrics
User goal
Logs into Visor and checks pending cases
Retrieve accurate information efficiently
Provide quick and accurate support
Resolve complex cases efficiently
Ensure targets were met and prepare for the next day
Thinking
“I hope everything works smoothly today.”
“I need this info fast to help the client.”
“I feel pressured to solve this quickly.”
“I hope I filled everything correctly.”
“Did I meet my targets today?”
Feelings
Pain points
Slow loading time, multiple logins required
Scattered data across different tools, lack of unified search
System complexity, too many steps to complete a task
Confusing escalation process, lack of real-time support
No quick way to review daily performance, difficult access to insights
Opportunities
Opportu-nities
Streamline login process, personalize dashboards, and ensure fast system performance
Improve search functionality, integrate data sources, and display key information upfront
Reduce unnecessary clicks, provide step-by-step guidance, and implement smart suggestions
Simplify escalation flow, offer automated guidance, and integrate real-time assistance
Provide instant insights, gamified progress tracking, and personalized performance dashboards
Information Architecture
UI Kit
Mockups
Conclusion
We managed to bring together a large part of the more than 40 customer service tools in the after-sales area into a single functional tool, focused on the user, easy to use and totally intuitive, thus reducing the TMO (Time of Call Duration) and consequently the The transfer of calls between the different service areas decreased from 111.8% to 8.0%, achieving a more efficient service that in turn managed to reduce repeated calls to the different channels from 64.3% to 21.7% .