Building a Unified Product & Brand Experience

SERVICES

Design Strategy

User Research

Market Research

Interface design

DELIVERABLES

Design Concepts for Several Platforms

User Research Findings

User Testing Findings

Design System

ROLE

Senior UI Designer

DURATION

9 Months

TEAM INVOLVED

Xavier Fajardo

Design Manager

Clara Balderas

Senior Ux Designer

Mike Villa

Senior UX Designer

Chisa Tanaka

Senior UI Designer

Itzel Barreto

UI Designer

Overview

Claro, a leading telecom brand in Latin America, approached our team to unify its fragmented digital experience across 15 countries and four OTT services. With inconsistencies in branding, disconnected teams, and limited research culture, our mission was to deliver a cohesive user-centered design system and product foundation that would support Claro's long-term digital transformation.

Our Mission

Conduct multi-country user research, unify Claro’s brand expression, and build a foundational design system to enable consistent, user-centered product development for years to come.

🤝‍ Unifying the brand identity across all markets.

🤷🏻‍ ️Claro’s brand was expressed

differently across countries due

to mergers and acquisitions

🚀 Delivering consistent and intuitive product experiences.

🎯 Limited visibility into compliance
progress

👩🏼‍💻 Encouraging collaboration between regional teams.

📝 Hard to keep track of what

is needed

📐✏️ Establishing a design system and UX research practice to guide future growth.

🥲 Lack of transparency in your

compliance process

🥲 Lack of transparency in your compliance process

Scope

Redesign Claro’s main portal for deployment across 15 Latin American countries

Create proof-of-concepts for four OTT services: video streaming, music streaming, cloud storage, and e-commerce

Establish a design system to ensure brand cohesion in all future products.

Discovery Came from the Inside Out

We began with a business discovery phase, interviewing key stakeholders from Sales, Marketing, Digital, and Product in each country.

This Revealed:

  • Varied challenges and priorities across markets

  • A lack of communication between countries

  • Bureaucratic processes stalling prior unification efforts

  • Minimal, outdated, and uncentralized user data

“We interviewed stakeholders and key decision-makers across countries to understand local challenges and align on shared business objectives for the redesign.”

No User-Centered Approach Was Being Used

Prior research was limited to printed surveys that were rarely analyzed. Digital products prioritized corporate needs over user needs.

We shifted the approach to deep qualitative and quantitative research:

Countries: Colombia, Peru, and Chile

Methods:

  • Qualitative: 1:1 interviews, contextual inquiries in homes, offices, and businesses

  • Quantitative: Surveys and card-sorting exercises to validate patterns

Output: Proto-personas, user journeys, and critical pain point mapping

“We conducted interviews with key Claro stakeholders to uncover the main business challenges and align on core objectives for the redesign.”

“We mapped and refined user flows to uncover pain points, helping us understand where users struggled and how to improve their journey.”

“We analyzed and mapped Claro’s OTT platforms to identify their main flows and sections, creating a foundation for redesign and consistency.”

Key Findings

Key Findings

🌎

There was a significant variation in experience between countries

What worked in one market often didn’t apply in another, highlighting the need for both localization and consistency.

🔍

Critical usability issues were discovered during task-based testing

Revealing inefficiencies in key journeys such as billing, content streaming, and account management.

🤷🏻

Users felt Claro’s Digital experience was outdated and inconsistent

Leading to low engagement and trust.

Research Takeaways

Research Takeaways

No centralized user data: Prior feedback was anecdotal or unused

Corporate hierarchy slowed innovation: We segmented delivery into sprints to move quickly while navigating approvals

Stakeholder education was key: We involved local teams early, aligning on research goals and showing how their input mattered

Designing a Shared Language

Brand Audit

A full brand audit revealed severe inconsistencies across digital touchpoints. No guidelines existed for digital product design.

Claro Atlas Design System

We created Claro Atlas, a foundational design system built on atomic design principles for multi-device scalability.

  • Centralized UI components

  • Visual cohesion across platforms

  • Scalable for future product teams in all 15 countries

Atlas became the bridge between user insights and brand expression—ensuring every product reflected a unified Claro experience.

We created Claro Atlas, a foundational design system built on atomic design principles for multi-device scalability.

  • Centralized UI components

  • Visual cohesion across platforms

  • Scalable for future product teams in all 15 countries

Atlas became the bridge between user insights and brand expression—ensuring every product reflected a unified Claro experience.

We created Claro Atlas, a foundational design system built on atomic design principles for multi-device scalability.


  • Centralized UI components

  • Visual cohesion across platforms

  • Scalable for future product teams in all 15 countries

Atlas became the bridge between user insights and brand expression—ensuring every product reflected a unified Claro experience.

Real-Time Collaboration

We introduced Figma to replace outdated workflows in Adobe Illustrator and Sketch. This enabled:

  • Multi-designer collaboration in real time

  • Faster iteration and feedback cycles

  • Closer stakeholder involvement in design exploration

Reimagining Claro’s OTT Services

Claro Music

Our team treated Claro Música as both a standalone streaming product and part of the unified brand experience. We started by researching how users in Colombia, Peru, and Chile listened to and paid for music across competing platforms (Spotify, Apple Music, Deezer). Interviews revealed that Claro Música’s catalog and pricing were competitive, but its usability and discoverability lagged behind.

Key Challenge

Legacy interface, low playlist visibility, and unclear subscription tiers.

Design Focus

  • Personalized music recommendations

  • Simplified subscription upsell flow

  • Fresh visual language aligned with “Claro Atlas”

Outcome

Claro Música became the flagship testbed for applying the Claro Atlas Design System to OTT services. The redesign simplified the subscription journey, improved playlist discoverability, and aligned Claro Música with global streaming UX standards while staying culturally relevant. Early adoption by the Chilean and Brazilian teams demonstrated the scalability of the approach across markets.

Claro Video

Claro Video was competing directly with global streaming leaders like Netflix and Amazon Prime, but its product experience was inconsistent and outdated. The content library was robust, yet users struggled with content discoverability, fragmented navigation, and slow onboarding. Different countries managed the product differently, which led to design inconsistencies and a lack of cohesion across platforms.

Claro Video was competing directly with global streaming leaders like Netflix and Amazon Prime, but its product experience was inconsistent and outdated. The content library was robust, yet users struggled with content discoverability, fragmented navigation, and slow onboarding. Different countries managed the product differently, which led to design inconsistencies and a lack of cohesion across platforms.

Approach

Our team positioned Claro Video as a core OTT product in the redesign effort, with the goal of modernizing its user experience while ensuring alignment with the broader Claro ecosystem.

  • User Research: Interviews and usability testing in Colombia, Peru, and Chile revealed pain points around finding content quickly, understanding subscription options, and moving between devices.

  • Competitive Benchmarking: We studied leading platforms to identify best practices in recommendation systems, search, and multi-device continuity.

  • Design System Integration: Claro Video became a proving ground for implementing the Claro Atlas Design System, ensuring consistent UI patterns, typography, and interaction models across OTT services.

Design Focus

  • Redesigned home and discovery flows to surface trending, recommended, and localized content upfront.

  • Created multi-device flows to ensure a seamless experience on mobile, desktop, and smart TVs.

  • Simplified subscription and payment flows to integrate with existing Claro billing.

  • Prototyped and validated new navigation and search patterns to reduce friction.

Outcome

The new Claro Video experience aligned with global streaming standards while reinforcing Claro’s brand identity. It became a key showcase for how the Atlas Design System could unify OTT services. The redesign improved discoverability, streamlined subscription flows, and allowed users to move more easily between Claro Video and other OTT offerings

Claro Drive

Claro Drive, the company’s cloud storage solution, was a critical part of its OTT ecosystem but lagged behind global competitors like Google Drive and Dropbox. Users found the interface unintuitive, file upload and sharing flows complex, and overall integration with the broader Claro ecosystem unclear. The perception was that Claro Drive wasn’t reliable enough for daily use.

Approach

The goal was to reposition Claro Drive as a user-friendly, secure, and integrated product that could compete with market leaders while enhancing the value of Claro’s bundle of services.



  • User Research: Interviews and usability testing in Colombia, Peru, and Chile revealed that customers appreciated the free storage included in their subscription plans and the sense of security from a trusted brand, but struggled with organizing, syncing, and sharing files.



  • Benchmarking: The team studied interaction models from global cloud storage leaders to identify user expectations around drag-and-drop, folder hierarchy, quick sharing, and multi-device syncing.



  • Design System Integration: Claro Drive was redesigned using the Claro Atlas Design System, ensuring that its visual identity, navigation patterns, and interactions aligned with the rest of Claro’s OTT products.

Design Focus

  • Simplified file upload and sharing flows for clarity and speed.

  • Redesigned mobile-first and desktop experiences with consistent navigation patterns.



  • Created interactive prototypes tested with users to validate new workflows for storage, syncing, and sharing.



  • Collaborated with engineering to ensure technical feasibility and smooth integration with existing Claro services.

Outcome

Claro Drive evolved into a core service of Claro’s OTT ecosystem, complementing offerings like Claro Video and Claro Música. The redesign improved usability, trust, and adoption by aligning with user expectations for cloud storage while maintaining Claro’s brand identity. It also reinforced the value of the Claro Atlas Design System as a scalable foundation across all digital products.

Claro Shop

Claro Shop, positioned as Claro’s e-commerce solution, had a fragmented interface that made browsing and purchasing complex. Users often faced cluttered navigation, inconsistent product categorization, and lack of trust signals (like reviews or transparent checkout flows). The experience didn’t feel cohesive with the rest of Claro’s digital ecosystem, weakening cross-service adoption.

Approach

The team treated Claro Shop as a strategic opportunity to connect commerce with entertainment and utility services in a single ecosystem.



  • User Research: Interviews revealed frustration with navigation, a lack of product filtering, and confusion during checkout. Users wanted a faster way to discover deals and a smoother payment process linked to their existing Claro accounts.



  • Benchmarking: Studied e-commerce leaders (Amazon, Mercado Libre) to extract best practices in filtering, recommendations, and secure checkout.



  • Design System Integration: Claro Shop was redesigned within the Claro Atlas Design System, ensuring alignment with OTT products like Claro Video and Drive.

Design Focus

  • Simplified file upload and sharing flows for clarity and speed.

  • Redesigned mobile-first and desktop experiences with consistent navigation patterns.



  • Created interactive prototypes tested with users to validate new workflows for storage, syncing, and sharing.



  • Collaborated with engineering to ensure technical feasibility and smooth integration with existing Claro services.

Outcome

Claro Shop evolved into a more trustworthy and user-friendly platform, aligning visually and functionally with Claro’s ecosystem. The redesign enhanced discoverability of products, reduced friction in checkout, and highlighted Claro’s ability to offer value beyond entertainment. This reinforced the strategic goal of positioning Claro as not only a telecom and entertainment provider but also a relevant player in digital commerce.

Impact

Introduced User-Centered Design

Sparked conversations about adopting research-driven methods across multiple business units.

Created the First Unified Design System

Delivered the Claro Atlas Design System, setting a blueprint for future product cohesion.

Alignment Across Countries

Helped regional stakeholders see the value of shared standards instead of fragmented, country-specific solutions.

Positioned Design as Strategic

Shifted leadership’s perception of design from “visual decoration” to a driver of business transformation.

Challenges

⚖️ Corporate Bureaucracy

Navigated multiple approval layers by using agile sprints and frequent showcases.

🎯 Fragmented Stakeholder Needs

🎯 Fragmented Stakeholder

Needs

Balanced priorities from 15 countries with very different user and business contexts.

🔄 Lack of Reliable User Data

Built new research pipelines (interviews, contextual inquiries, usability testing) where little data existed.

🎨 Brand Inconsistency

Conducted exhaustive audits to identify design gaps and lay the foundation for a unified system.

Conclusion

This project taught us that the value of design isn’t only measured in shipped products, but also in how it changes mindsets, processes, and future readiness. 





By introducing rigorous user research, demonstrating the power of a design system, and proving that design could unify a complex ecosystem, we left Claro with a strategic roadmap—even if organizational challenges prevented full implementation.



For us as a design team, the key lesson was that impact can happen long before launch: aligning stakeholders, creating a shared vision, and establishing scalable design practices are powerful outcomes in themselves.

Let’s Collaborate

Feel free to reach out if you’d like to chat about, you can reach me out at:

sebastian5000@gmail.com

Open to collaboration!

Let’s build amazing software together

My Linkedin Profile

CURRENT COLLABORATION

At Codelitt, helping companies develop new products and tackle their biggest challenges with the speed, innovation, and technology of a startup.

LOCATION

Monterrey, México.

Working Remotely Across the World

CONTACT

You can reach me at sebastian5000@gmail.com

Open to collaboration!

Let’s build amazing software together

My Linkedin Profile

CURRENT COLLABORATION

At Codelitt, helping companies develop new products and tackle their biggest challenges with the speed, innovation, and technology of a startup.

LOCATION

Monterrey, México.

Working Remotely Across the World

CONTACT

You can reach me at sebastian5000@gmail.com