In the dynamic ecosystem of digital transformation, companies must ensure that their products are not only functional but also intuitive and aligned with user expectations. With this approach in mind, Paruma has been carrying out various projects for Liberty Latin America (LLA), a telecommunications company with a presence in Central America and the Caribbean, including countries such as Panama, Jamaica, Costa Rica, and Puerto Rico, among others. Our latest research with them focused on operations in Panama and Jamaica, as they sought to gain deeper insights into user behavior within their digital channels. This analysis aimed to optimize interactions and enhance user experience in these key markets.
LLA’s digital channels, both in their mobile app and web version, are fundamental pillars for customer interaction. However, each market has its own cultural and consumption particularities, requiring a deep understanding of user behavior. In this case, research was conducted in Panama and Jamaica to evaluate users’ needs, expectations, and understanding of these channels.
The findings obtained are part of an effort to align with end-user expectations and improve brand perception by addressing the specific challenges of each country. This type of research not only benefits users but also has a direct impact on customer retention, overall satisfaction, and the efficient use of digital products.
How Did We Achieve This?
To carry out this project, Paruma implemented its Paruma CONCRETUS® methodology, which is user-centered and, in this case, based on semi-structured interviews conducted virtually.
1. Selection of Participants
Users from Panama and Jamaica were carefully selected through Paruma DNA®, ensuring they represented different key market segments. This included frequent users, occasional users, and those with minimal prior interaction with digital channels.
2. Personalized Interviews
We designed a strategy based on Paruma DISCOVER®, defining measurement, evaluation, and analysis tools to ensure the extraction of deep and actionable insights.
The semi-structured interviews allowed us to explore participants’ needs and expectations in depth. This flexible approach ensured that conversations covered essential aspects of user experience, such as ease of navigation within the app, process clarity, and overall perception of design and functionalities.
3. Data Analysis
The research team consolidated the qualitative data obtained through our Paruma DISCOVER® method and transformed it into concrete insights. Each finding was categorized into critical aspects such as visual design, usability, information architecture, and process clarity, among others.
4. Actionable Recommendations
Finally, we delivered a detailed report with practical suggestions provided by users and validated by experts, addressing the identified opportunities for improvement. These recommendations not only pointed out weaknesses but also presented solutions aimed at optimizing the digital user experience in each country.
What Were the Results?
Paruma’s analysis revealed key findings highlighting critical areas for improvement:
• Visual Design and Interaction
Users reported confusion with some icons that were not intuitive, making it difficult to understand functionalities. Additionally, the layout of buttons and fields on certain screens caused frustration when performing simple interaction tasks.
• Processes That Required Greater Clarity and Efficiency
The information architecture presented optimization opportunities in both markets. In some cases, users had to go through more steps than expected to complete simple processes. This affected the perception of efficiency and created a disconnect between user expectations and the actual experience.
• Need for Personalization
In Panama, for instance, participants noted that some functionalities were not adapted to their cultural context and specific needs. A key example from the research highlighted confusion regarding a concept used for prepaid mobile top-ups. This finding underscores the importance of using terminology aligned with the local culture and common language usage in each market.
Thanks to these findings, LLA received a clear roadmap to implement significant changes in their digital platforms, improving both functionality and overall user perception.
Impact and Benefits of the Research
Paruma’s work enabled LLA to make informed decisions to transform their digital channels into more effective, accessible, and user-aligned tools. Additionally, we provided key indicators to measure the impact of these changes.
For example, 75% of users struggled to figure out how to switch between accounts within the app, whether on mobile or desktop. Thanks to this insight, LLA was able to design more intuitive ways to perform this action. The Paruma indicator model will allow future studies to assess whether the implemented improvements have enhanced users’ understanding of the tested functionalities and provided a smoother experience.
Why Choose Paruma for Your Research?
At Paruma, we understand that every digital product has the potential to deliver a memorable experience to its users. That’s why we specialize in identifying barriers that limit this potential and offering personalized solutions based on rigorous research.
Does your company face similar challenges? Contact us and discover how we can help you improve your customers’ experience and optimize your digital products. Dare to transform user interaction with Paruma!
