Exploring the subscription model for the telcos industry

Project summary


1 Project Manager 3 UX/UI Designers


8 Sprints + 1 strategic week in Ecuador


Discovery & benchmarking report Full UX architecture Design system Fully Funcional


Product discovery, Benchmarking Report, UX Architecture, Design System, Prototype

Applied methodologies

Competitive benchmarking, User and product discovery, User interviews, Usability testing, Low-fi prototyping, High-fi prototyping.

The Storytelling

Movistar is one of the largest mobile phone operators in the spanish-speaking world, owned by Telefónica.

The objective was to design a 100% digital product under a Movistar Ecuador sub-brand, allowing them to reach a specific market niche. It seeks to have an optimal customer experience by creating intuitive platforms that facilitate customer self-management from purchase to after-sales, which will bring them operational efficiencies as a company and cost reduction.

The Challenge

We had to create a simple and 100% digital MVP, a new independent product taking advantage of Telefónica's leverage. Making the onboarding experience as painless as possible was challenging because all the government regulations involved in the process. We aimed to make it seamless to our potential customers, who are millenials with little to no time at all.

It was a great experience to face the challenge of introducing a new business model for telcos in Ecuador. Not only the 100% digital process but also the subscription model was something never existed before and a whole team of awesome people made it possible.

Tomás Ginestet
UX/UI Designer at Aerolab

Discovering this product alongside the client in the strategy week and validating with users constantly throughout the project was amazing. It really shaped and made a difference in the final outcome.

Mariana Perez Villanueva
UX/UI Designer at Aerolab

The Takeaways

The project went through several stages. For starters, the Discovery stage allowed us to understand multimoney’s product and the digital transformation they meant to arrive at, as well as define the project’s goals. After re-constructing what is now a single navigation architecture flexible enough to adapt to all three countries, we created a component library that integrates with a CMS environment. This lets the client manage and update their content as needed.

  • Working as a team

  • We worked alongside with the client, who had exchanging ideas and feedback everyday, which allowed us to work as agile as possible.

  • Design sprint: we started with an idea and finish with a digital product.

  • We went to Quito to explore the client’s idea, tracking the main goals and making dynamics that helped us define the product.

  • User testing: As part of the project, we decided to test every design we could. This allowed us to solve problems that we wouldn’t had seen otherwise, and also to gain the security of going out into production with the best possible product.

It was an amazing project with a great team behind, that helped us to iterate and build a product that’s going to make a huge impact in the telco’s industry in Ecuador

Brian Moyano
UX/UI Designer at Aerolab

Having the opportunity to disrupt in such a big industry was a beautiful challenge. Joining Movistar in creating a great service and product and turning simple what’s normally complicated was great.

By the time we started with the strategy week, Movistar team told us about the set of values they defined for their new product and how they wanted to deliver excellence for their users. It was a matter understanding the needs, putting together a plan and creating a top quality digital product and service.

Iván Pojomovsky
Design Director at Aerolab