Improving Lowi's Customer Lifetime Value through the construction of a Design System that impacts customer acquisition and retention processes, accelerates go-to-market strategies, and enhances internal workflow dynamics with development.
OBJECTIVE
In recent years, Lowi has experienced significant growth based on values, commitments, and positioning that addressed a latent need in the telecommunications market.
Part of this growth came from an increasingly diverse value proposition, while maintaining the brand’s DNA.
However, this rapid growth didn’t allow digital design systems to adapt at the same speed.
At this juncture, with Lowi’s ambitious growth goals for the coming years, the need arises to build a solid foundation that enables the scaling of the digital product while preserving its purpose and identity and, most importantly, has a positive impact on short and medium-term business objectives.
DURATION
15 Weeks
PROJECT FOCUS
The project’s focus was clear from the start.
On one hand, enhancing the digital channel’s commercial outcomes, which represents the fundamental touchpoint between Lowi and its customers and potential clients.
On the other hand, streamlining the relationship between design and development teams and making Lowi’s commercial proposals go to market faster and with greater flexibility.
DELIVERABLES
Design System:
- Tool Architecture
- Design Operations and Governance
- Foundations
- Documentation
Design experience recommendations based on conversion data and user research.
Some interesting
facts
DATA-DRIVEN DESIGN SYSTEM
15
USER INTERVIEWS
Areas of Expertise
- Reation of a data-drive design system
- Research and Iteration of Flows with Customers and Potential Clients
- Digital Brand Assessment
- Digital Product Design
Project
Overview
In our projects, we ensure the highest quality of deliverables. That’s why we invite you to join us on a visual journey through some of the most outstanding outputs we generate.
Synchronization with all stakeholders through design thinking workshops and co-creation activities.
Mapping all the steps that both customers and non-customers must follow to acquire a new product or improve an existing one.
Need from the product area to identify not only content patterns but also modular structural patterns.
Creation of a design system to develop a consistent digital product with a single source of truth.
Mapping the current state of the digital ecosystem revolving around Lowi’s design system.
Analysis of all existing brand elements and interfaces within the ecosystem to be redesigned.
Creation of a proposal that attempts to explain the essence of Lowi’s new visual identity.
Design of the complete process that users must follow to purchase a product or upgrade the one they already have.
Key
Learnings
Each project is filled with challenges, successes, and obstacles that provide us with valuable insights.
A Design System is not an end in itself. It is a means to enhance commercial performance, go-to-market strategies, and reduce costs related to the relationship between design and development.
Assisting a digital team with business responsibilities involves laying the groundwork for exponential growth in the medium term while not neglecting short-term results.
It was crucial for both teams to behave as one and understand and adapt to the dynamics, speeds, schedules, and needs of the teams, in this case, Lowi’s team.
No matter how much it’s said, it will never be enough. The user must be at the center of the design. Only that ensures designing a compelling digital product that generates recurring usage and profitability. In this case, conversion funnel data led the user interpretation.
Method & Phases
Every project is unique, so we use different methodologies and phases to organize, streamline, and execute it in the most optimal way according to its nature.
01
Immersion
In-depth understanding of the challenge and alignment of all teams involved in the process, both in aspects related to the project’s objectives and expected outputs as well as in operational aspects such as work dynamics and specific functions of each team.
02
Audit
We conduct an analysis of Lowi’s current digital ecosystem.
Specifically, we work in different areas:
- Performance analysis of different flows
- Information architecture
- Prioritized task backlog
- Brand Digital Assessment
03
Ideation
Based on all the information gathered in the previous phase, both teams brainstorm together to define the new graphic line and proposals for improving the digital product.
The phase ended with a series of fundamental hypotheses
- Design principles
- Graphic line
- User testing
- Hypothesis generation
04
Digital Design
End-to-end digital product design process, from proposing solutions to user testing. This phase included:
- Design of operations and governance of the Design System
- Set up and architecture
- Foundations
- Design system
- Documentation
- Screens and flows
- User testing for both acquisition and upselling flows
05
Delivery
Using the Design System to build new flows and sites
- Publication and final QA
- Training
- Figma Analytics