01
Telefonica
My role
2019-2021
During my time at frog Design, I led a team of five designers (both junior and senior) for Smart WiFi app (Telefonica), collaborating closely with the client: Product Managers and engineers of Telefónica’s team. I drove strategic design decisions across the entire design process, aligning stakeholders and ensuring consistency. I was also hands-on in defining features, creating wireframes, conducting usability testing, and shaping the final UI.
02
Main work
Driving the success of the "Profiles" Feature
At Smart WiFi, I led the end-to-end design of multiple high-impact features—including Profiles, as well as Gaming and Connectivity enhancements—that significantly elevated user value. My role spanned the entire process, combining both leadership and hands-on contribution: from research and concept ideation to user testing and final deliverables.
Profiles became the most successful launch, driving an 8% increase in active users within a year. The feature allows users to create customizable profiles and link devices, with parents being the primary audience. They can set up profiles for their children and manage connectivity through time-based controls, empowering families to balance online access with healthy routines.
02
Process
Main work
Main work
Driving the success of the "Profiles" Feature
At Smart WiFi, I led the end-to-end design of multiple high-impact features—including Profiles, as well as Gaming and Connectivity enhancements—that significantly elevated user value. My role spanned the entire process, combining both leadership and hands-on contribution: from research and concept ideation to user testing and final deliverables.
Profiles became the most successful launch, driving an 8% increase in active users within a year. The feature allows users to create customizable profiles and link devices, with parents being the primary audience. They can set up profiles for their children and manage connectivity through time-based controls, empowering families to balance online access with healthy routines.
Applying Mistica Design System
When I joined Smart WiFi, the app lacked a design system and its look and feel felt outdated. Although Movistar had developed a design system (Mística) for its main app, it had not yet been extended to other products in the brand. By fostering close collaboration with designers and stakeholders, I strongly advocated for adopting the Mística design system within Smart WiFi and established a process for co-creating new components.
We rolled out the system in phases, gradually integrating it into Smart WiFi. As a result, we streamlined design and development workflows, while delivering a consistent, modern, and high-quality user experience.
Applying Mistica Design System
When I joined Smart WiFi, the app lacked a design system and its look and feel felt outdated. Although Movistar had developed a design system (Mística) for its main app, it had not yet been extended to other products in the brand. By fostering close collaboration with designers and stakeholders, I strongly advocated for adopting the Mística design system within Smart WiFi and established a process for co-creating new components.
We rolled out the system in phases, gradually integrating it into Smart WiFi. As a result, we streamlined design and development workflows, while delivering a consistent, modern, and high-quality user experience.
Extending to the Living App
The Movistar ecosystem also included TV-based apps that allowed users to manage their digital home directly from their smart TV. I led the adaptation of Smart WiFi to this ecosystem, aligning it with the Living Apps design system and tailoring the experience for the TV environment.
03
Outcome
1M users across 5+ countries
Our user base in Latin America grew from 900k to over 1 million within two years.
+8% increase in active users
The launch of the Profiles feature drove an 8% uplift in active users in Spain within a year.
+12% monthly usage frequency
New features introduced by our team led to a 12% rise in engagement, particularly in Spain and Brazil
03
Outcome
03
Outcome
1M users across 5+ countries
Our user base in Latin America grew from 900k to over 1 million within two years.
+8% increase in active users
The launch of the Profiles feature drove an 8% uplift in active users in Spain within a year.
+12% monthly usage frequency
New features introduced by our team led to a 12% rise in engagement, particularly in Spain and Brazil
Extending to the Living App
The Movistar ecosystem also included TV-based apps that allowed users to manage their digital home directly from their smart TV. I led the adaptation of Smart WiFi to this ecosystem, aligning it with the Living Apps design system and tailoring the experience for the TV environment.
