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
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.
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
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When I joined Smart WiFi, the app lacked a design system and its look and feel felt outdated.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.
