Client: Telefónica, Telefónica Spain
Industry: Telecommunications
Company: frog Design
MOVISTAR TOKENS
The challenge: Telefónica aims to give back the value generated by their users activity. Part of this process also involves increasing that value in terms of transparency and benefits.
The solution:
- A Rewards Program where users can participate in activities, earn digital currency and check their progress.
- A Platform that enables integration with all the company channels and third party initiatives as well.
My role: As a UX Designer my job was to help the Product Owner define a roadmap based on the objectives, analyse communication and technical requirements, distribute and execute current and future release tasks.
Key contributions: Integrate multiple channels as Mobile, Smart TV and custom hardware not only in a User Experience level, but also meeting different system and security requirements.
Contribute to the product transition of internal campaign management to Building Block based development. Enabling the ability to ramp-up production with less effort required and more predictable results.
Tools:
Design/Production: Sketch, Zeplin, Adobe Creative Cloud
Team Communication: Miro, Moqups, Microsoft Teams, Microsoft Office, Keynote
Project Management: Jira, Confluence
Use Cases:
Rewards Program
The first aspect of this project relies on the communication with the client. We needed to ensure that our message was delivered.
We worked on defining project terminology for both internal use and user centered communications.
Campaigns
Using a mobile app as the main channel, users can earn digital currency just by being part of the program, but also by engaging in activities such as quizzes, videos and other challenges. This activities were created as multi phase campaigns.
Building Block development
After a year of manually setting up campaigns, it was neccessary to find a way to streamline all the effort required to generate new content inside the service.
Instead of plan, design and code each campaign individually, we divided them into 3 main elements allowing our developers to code once, and then pass the ability to tweak user level settings on a CRM
Each campaign is formed by:
1. General Settings: Campaign period, Audience and amount of Currency to be paid to its users.
2. Actions: Every piece of content to be shown. Every screen and state.
3. Building Blocks: This are the components that define the user experience.
Building block examples: video player, survey, limited time offers but also type of content and user data.
