DESIGN RESEARCH
ENTEL TELEPHONE AND WEB SERVICE RESEARCH
JUNE 2012 - PROCORP S.A. - CHILE
Research of the telephone and web business units of
the Chilean telecommunications provider (ENTEL).
Situation:
The need to unify the user experience of the different
company channels, led to the creation of this macro
project that lasted more than 2 years. Each touch point
(product, process and channel) was approached to
create a multi-channel customer experience.
1 & 2. Cognitive path
& heuristic evaluation.
3. Device upgrade
CJM. 4. Context map.
1
Points analysed:
• The customer journey when purchasing and upgrading
plans and mobile devices in the digital and telephone
channels.
• If the service experience in these two channels was
aligned with other ENTEL customer channels.
Results:
The research identified 3 main hurdles to a great
experience:
• The impossibility to complete the entire purchase or
upgrade on the website, breaking the process and the
customer journey.
• Prices, offers and conditions on both channels were
different between them and others, creating confusion
in the user.
• The finding of hidden or inexistent content on the
website, making not possible to perform some tasks.
My role:
• Heuristic evaluation of the mobile and web site,
focused on buying and upgrading mobile devices and
contract plans.
• Depth interviews with users of telephonic channel
creation of the deliverables of each investigation.
• Usability tests.
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3
4