Smart WiFi - B2C/B2B
Smart WiFi is a mobile and TV application by Telefónica that allows users to manage their home connectivity (available in Spain and Brazil). As a UX/UI and Product Designer, I worked on both iOS and Android versions of the app, focusing on improving its usability and designing new features to enhance the overall user experience and product value.
Role:
Product Designer
Tools:
Figma · Adobe Tools · Jira
Date:
2023-Now
Overview
-
User Research & Data Analysis:
Conducted qualitative and quantitative research to identify user pain points, including in-depth analysis of behavioral data and app usage metrics. -
UX & UI Design:
Designed new user flows, wireframes, and high-fidelity prototypes in Figma, focusing on usability, consistency, and accessibility for both iOS and Android. -
User Testing:
Ran moderated and unmoderated user tests to validate design hypotheses and gather insights on user behavior during critical journeys, such as onboarding and feature setup. -
Accessibility Design:
Ensured compliance with European accessibility standards (WCAG). Designed flexible, scalable layouts that adapt dynamically when users increase text size, and integrated features like voice command support and improved screen reader compatibility. -
Design QA & Implementation Oversight:
Beyond design delivery, I was also responsible for the design QA process — reviewing pre-production builds, identifying UI/UX bugs, and verifying the correct implementation of design specifications. This close collaboration with developers helped guarantee pixel-perfect implementation and high-quality user experience in the final release.
-
Design System Development:
Contributed to the creation and definition of new components and UI elements for Telefonica’s Design System, ensuring consistency, usability, and scalability across products. Collaborated closely with UX/UI designers and developers to standardize visual language and interaction patterns, reduce design inconsistencies, and accelerate product development.
Key Challenge: High Onboarding Drop-off
Context:
One of the most critical journeys in Smart WiFi is new user onboarding, as it sets the tone for engagement and retention. When users first open the app, they encounter a series of screens designed to explain the app’s main features and guide them into the experience. However, this step proved to be a significant barrier.
The problem:
During the discovery phase, data revealed a critical issue:
High Onboarding Drop-off
Almost 45% of new users abandoned the app during the onboarding process, never reaching the home screen. This indicates a need to improve the onboarding experience to increase completion rates and user retention.
Diagnosis:
Through data analytics and usability testing, several causes were identified:
-
The onboarding experience felt lengthy and mandatory, with no option to skip.
-
The user had no visible progress indicators or clarity about how many steps remained.
-
The overall tone and design lacked motivation and failed to clearly communicate the app’s value early on.
Design Procces & Solution
To address these challenges, we redesigned the onboarding flow from the ground up with a focus on user control, clarity, and accessibility.
Key improvements included:
- New Carousel Experience
- Introduced a cleaner, more modern onboarding carousel that presented the app’s key benefits in a concise, visual format.
- Used stronger visual storytelling and simplified messaging to highlight the core value propositions.
- Persistent Call-To-Action (CTA)
- Added a CTA button visible at all times, allowing users to skip or proceed directly to the app without viewing every slide.
- This gave users more autonomy and reduced friction — one of the main reasons for abandonment.
- Progress Indicators & Microinteractions
- Added clear step indicators and subtle animations to guide users smoothly through the onboarding process.
- Refined the microcopy to be more conversational, focusing on reassurance and quick value communication.
- Accessibility Enhancements
- Designed the carousel with dynamic layouts that adapted when users increased their system font size.
- To ensure visual consistency, we developed a dynamic height system: each carousel slide automatically adjusted to accommodate longer text while maintaining consistent visual balance and spacing.
Accessibility & Dynamic Layouts
As part of Telefónica’s commitment to accessibility, the Smart WiFi app was designed in accordance with
WCAG 1.4.4: Resize Text, ensuring that users can increase text size up to 200% without losing content or functionality.
During the onboarding redesign, we faced a major challenge: when users enlarged text through native device settings, the fixed-height slides caused overflow and text truncation.
To address this, we created dynamic layouts that adapted automatically to content growth.
Each onboarding screen was built with flexible containers that expanded based on text length, maintaining readability and consistent alignment across all slides.
We defined a maximum height threshold to avoid layout jumps and ensure a smooth visual transition between steps.
In Figma, components were structured using auto layout constraints, allowing early testing under different accessibility settings (iOS Dynamic Type and Android font scaling).
During design QA, we validated in pre-production that the layouts remained functional and visually balanced across languages and screen sizes.
This approach guaranteed full WCAG 1.4.4 compliance, enhanced visual consistency, and improved the overall inclusivity of the app’s onboarding experience.
Outcome & Impact
After deploying the redesigned onboarding flow, we monitored user behavior and engagement over several months.
The results were remarkably positive:
- Onboarding completion rate increased from 55% to 87%.
- User engagement during the first session rose significantly.
- Drop-offs during onboarding decreased by nearly 70%.
- The new design achieved higher accessibility scores and received positive feedback from users with visual and cognitive impairments.
Additionally, thanks to the rigorous design QA process, implementation issues were identified and resolved before launch, ensuring a
smooth, high-quality rollout across both iOS and Android environments.
Key learnings
This project reinforced the importance of:
Early user involvement and data-driven decision-making.
Designing with accessibility as a core principle, not as an afterthought.
Maintaining tight collaboration with development teams to ensure high-quality execution.
Treating design QA as a fundamental part of the design process to preserve the intended user experience in production.
Final Thoughts
The Smart WiFi redesign not only solved a major conversion problem but also set a new design standard for Telefónica’s digital ecosystem. It demonstrated how research-led, inclusive, and quality-focused design can deliver measurable business impact while creating a more engaging and accessible experience for all users.