Smarthome is a Telecom Argentina project created to enable people to maintain and connect with their homes from anywhere. Its goal is to provide security and peace of mind, allowing them to view and stay informed about what's happening in their homes at all times, in a simple and reliable way.
During the exciting launch of Telecom Argentina's Personal Smarthome product, I took on the role of UX Lead. This project, designed as an app for both Android and iOS, as well as a web platform, allows users to view and control devices in their homes, from WiFi cameras to motion, door, carbon monoxide, and smoke sensors, among others.
As a leader, my role included guiding the team's professional growth, fostering collaboration, and ensuring each member had the necessary tools to excel in their areas, as well as achieving both UX and business objectives.
My main objective was to establish a solid foundation for the UX discipline within the project, leading a multidisciplinary team composed of diverse experts in UXUI, Research, and Writing. I was responsible for defining effective strategies and promoting best practices in each area:
I promoted a systematic approach to user research, ensuring that decisions were informed and focused on real customer needs, based on field studies, insights generated from focus groups, in-depth interviews, and more.
I established the writer's objective as the creation of a clear voice and tone manual for Smarthome, aligned with the Personal brand, ensuring that the communication was consistent and reflected the product's character. We also generated a Glossary of best practices and writing guidelines to be used and applied in conjunction with the Design System.
Full integration of UX at every stage of the project led to significant achievements. We reduced camera disconnections from 80% to 30%, reflecting the importance of effective cross-departmental collaboration and a focus on user needs.
We implemented personalized onboarding that increased product activation by 60%, following a thorough analysis of purchasing and usage behaviors, demonstrating how a deep understanding of the user and adaptation to their needs can transform the customer experience.
This project not only solidified the presence of UX as a strategic pillar within Telecom, but also demonstrated how effective leadership and holistic management can drive innovation and the success of a technology product.
From a UX perspective, I set out to promote an initiative that would transform the traditional Big Room Planning experience into a more active and collaborative experience. We called it Smarthon, and I designed it to bring together teams from different roles—QA, Devs, UX, Technicians, Marketing—at tables where everyone, regardless of their discipline, could experience what it means to think about a solution from a UX perspective.
My role was to manage and support my team in the creation and implementation of this activity. Every step was designed to be a motivating and fun space where people could break away from their routine, play, learn, and connect on a human level. The idea was for each group to choose a topic and work through the entire UX process on a small scale: from discovery to diagrams to prototypes.
The results exceeded our expectations: greater communication, a strong team spirit, and, above all, the opportunity for everyone to discover how much they can contribute with creativity and a different vision. For me, it was an enriching experience that strengthened collaboration and innovation, and also reminded us that in teamwork, far beyond roles, there is always magic and potential to be discovered.
As the leader and sponsor of the UXLab program, I had the opportunity to co-create and promote a space for growth and development for the company's UX teams. The initiative was born with the idea of elevating internal knowledge, promoting best practices, and staying at the forefront of UX topics such as: Service Blueprint, Accessibility, Inclusive Design, Design Strategy, Data Driven, and AI in UX.
The program included a series of courses and workshops designed to challenge and broaden the horizons of internal UXers, promoting a culture of continuous learning and collaboration. As a leader, I not only contributed to the creation of relevant content and topics, but also to process management, motivating teams to continue growing and experimenting with new approaches.
In this process, we counted on the participation of Emi Cosenza, who contributed her extensive experience in UXW and taught us how to design bots that truly connect with people, achieving a natural and authentic interaction, far from resembling a robot. That vision was key to figuring out how to apply AI technologies to user experience in an empathetic and effective way.
This project consolidated UX as a strategic pillar within Telecom, strengthening the internal community, fostering innovation, and elevating the quality of work performed by all team members.
