DX4C Care X

Telecommunications Industry | June 2019 - Present


Lead Product Designer responsible for research, interviews, product strategy, prototyping, IxD, VxD, and IA.


Designers (4), Product Managers (3), Developers (30+), Content Strategists (2)

The problem

Telco’s customer satisfaction rank is the lowest compared to other industries, call center satisfaction being their lowest scoring category.
Service agents spend a lot of time doing manual processes and have a limited time to create rapport with their customers and up-sell products.
Reimagining the Customer Experience for Telco companies

July 20, 2021 - 4 min read


We designed an interface for agents to be proactive rather than reactive. Agents can quickly identify the issue with an account and propose a recommendation powered by AI. This improves customer experience, reduces operating costs, and increases revenue.

Latest iteration of AI recommendations.


Our solution has helped Oracle attract 3 new customers on a 5-year commitment.

Reproducir video
Our solution was featured during Oracle’s San Francisco Design Week User Experience Award 2021 for bringing state-of-the-art, consumer-grade user experiences to the sophisticated enterprise industry.
Keep reading

How did we get there?

We gathered requirements from Product Management and researched in parallel.



Design a customer experience solution tailored for the Telco Industry to increase revenue and customer satisfaction.


We got push back from Product Managers on doing user interviews since we were on a tight deadline.​


Video streaming services have set the bar higher on customer satisfaction for traditional Telco companies.

Source: ACSI.

Telco’s customer satisfaction is among the worst compared to other industries. Call center satisfaction being the lowest-scoring category:





Source: ACSI.

Competitive analysis

It was an opportunity to differentiate ourselves by simplifying the interactions and reduce the cognitive load.



User insights

We went our way to find users and interviewed them.

Spending too much time fixing an issue reduces the opportunity to create rapport with the customer and make a sale.

Average amount of phone calls per day.


Average handling time per customer.

10 min.

Frequency of an adjustment done through up-selling.


Time spent engaging with legacy systems.


Frequency of billing-related issues.


Time to up-sell or cross-sell products.

< 7:00 min.


Service Agents

Pain points


Have a lot of manual processes.


Measured on sales quota.


Limited time to up-sell products.

User goals

Service agents need to nurture customer’s and account’s services in order to meet their quota.

Service agents need to understand customer’s needs in order to make the best recommendation possible.


We defined signature moments based on our research.

I animated a prototype to iterate our assumptions with users.

Reproducir video

Early iteration of AI recommendations.

We collaborated with the AI team to consider best practices, such as letting users provide feedback.

Our latest iteration is aligned with our Design System’s design patterns.

Latest iteration of AI recommendations.

Design process

We defined the app’s navigation to create a narrative to our story.

Moving forward

We were asked to incorporate the core Service app’s design patterns to our product. The main focus was an activity feed that helped drive transactional interactions, but we realized this was not a scalable solution for all CX products.

Screenshots taken from the Service product.

We proposed a design that would cover most CX cases and named it the Foldout View, where the information is grouped into pillars to reduce cognitive load and users could easily navigate between a panel and a detail page.

Reproducir video

Early iteration of the Foldout.

The latest iteration of the Foldout narrates the following:

Latest iteration of the Foldout.

Our solution was well received by other teams, so I was asked to design the IxD spec to include it in Oracle’s Design System.

Working with a cross-functional team

A transparent workstream improved our productivity, so we broke requirements into smaller pieces and focused on completing them constantly and more often.

Final design

The AI focuses on repetitive and laborious tasks, letting the agent create rapport with the customer and find business opportunities.
Reproducir video

Latest iteration of an assisted plan upgrade.

Additionally, we designed a conversational UI to:
Reproducir video

Latest iteration of an assisted purchase for a new customer.

Designing for other use cases

Customers often need to contact a real person to complete a purchase that they couldn’t do through unassisted channels.

Although this raises other concerns regarding the consumer-faced products, this product was focused on the agent’s perspective.

Early iterations of an assisted buying flow for a new customer.

Our first approach met the requirements, however, it didn’t align with our vision of designing consumer-grade experiences for the enterprise industry. We designed a conversational UI with 3 purposes:


What's next?
Continue iterating after testing with customers at Oracle.

Research is not negotiable. The insights we gathered had a major impact on our design decisions.

What would I do differently?
I should’ve communicated a transparent workstream with the team from the beginning. At first, our design process caused some friction with the rest of the team.

Although our design needs to be stressed out by our users, we’ve had a great acceptance by the design community, our leadership, other teams at Oracle, and potential customers.