Redesigning Claro's self-service app to reduce friction and improve task completion

Mi Claro is a self-service mobile app used frequently by telecom customers to manage balances, plans, payments, and services. The existing experience had grown complex over time, making simple actions harder to complete and increasing user frustration.

This project focused on reworking the information architecture, task flow, and visual hierarchy to support faster interactions, clearer decision-making, and a more consistent experience across the app.

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Understanding the Core Problem

Reducing friction in high-frequency, time-sensitive user actions

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Several questions guided the redesign from the start:

• Why does a user need multiple taps to complete basic actions like checking balance or recharging?
• Which tasks are actually used daily, and which are getting disproportionate visual weight?
• How can complex telecom information be presented without overwhelming the user?

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Analysis of the current app revealed:

• Overloaded home screens competing for attention
• Inconsistent navigation patterns between sections
• Key actions hidden behind secondary screens
• Visual noise that reduced scannability

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Constraints & Context

Designing for scale, speed, and diverse usage patterns

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• The app serves a large, diverse user base, including non-technical users
• Core features and business rules could not be removed, only reorganized
• Brand guidelines needed to be respected while improving clarity
• Performance and speed were critical due to frequent daily usage

These constraints required design decisions that balanced simplicity with completeness, without oversimplifying the product.

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Results & Impact

Making frequent tasks faster and easier to complete

Even without hard metrics, usability improvements were evident through flow analysis and design validation:

• Core tasks were reachable in fewer steps, especially balance checks and recharges
• The home screen became task-oriented rather than content-heavy
• Visual hierarchy improved scan speed and reduced confusion
• The redesigned structure supports future feature growth without clutter

This positioned the app as more efficient, predictable, and easier to use under time pressure.

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‍Process & Solution

Restructuring navigation to prioritize what users need most

The solution focused on progressive disclosure and task prioritization:

• Restructured the home screen around the most frequent user needs
• Grouped related actions into clearer sections with consistent patterns
• Simplified navigation to reduce context switching
• Introduced a modular UI system for better scalability

Early wireframes were used to validate flow logic before visual refinement. AI-assisted analysis supported pattern comparisons and early accessibility checks, helping identify contrast and hierarchy improvements early in the process.

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Accessibility considerations included:

• Improved contrast ratios
• Clearer tap targets
• More readable typography for quick scanning

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Business Impact & Operational Value

How improved task prioritization supports efficiency and user confidence

The redesigned app experience focused on reducing friction in the most frequent self-service actions, such as checking balance, managing plans, and completing quick transactions. By reorganizing navigation around real usage priorities, the app supports faster decision-making and reduces the effort required to complete routine tasks.

From a product and business perspective, this clarity helps lower interaction costs across the ecosystem. When users can solve common needs independently and without confusion, the reliance on customer support decreases and trust in the digital channel increases. The scalable structure also makes it easier to introduce new features or services without overloading the interface, supporting long-term product growth while maintaining usability.