Approach to the Problem

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Based on the qualitative analysis of stakeholders, potential investors and potential customers, the MTS Club website showed communication — both in content and visual elements — that conveyed the characteristics of a business without a technological connection, and with outdated content that did not reflect the new lines of business. These new lines were more closely related to business consulting, but without emphasizing that this support would now be delivered and enhanced by technological tools such as blockchain and artificial intelligence.

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My Research Approach

As part of the process of digital transformation and updating MTS Club, my first action was to meet with the stakeholders and the CEO to gather, through documentation and one-on-one conversations, the principles and services that would define the new identity of the platform.

From this process, the most valuable insights I gained were the following:

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The platform doesn't look like a technological platform

Stakeholders

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The communication style is localized to Argentina due to language variations that make it feel specific to that region, while the business wants to present itself as open to the world, especially to the LATAM market.

CEO

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The company's core product would switch to AI chatbots instead of business consultancy — a product that, on the main page of the current design, was positioned far down the page structure.

From documents and interviews with stakeholders

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Solution

A design proposal was created to align with a more modern, technology-oriented style.

For this, a design system was developed with a new typographic scale, using Archive for titles and subtitles, and Segoe II for body text elements.

As for the color, the same blue was kept as the base — which, in our comparative analysis of technological platforms, is a color commonly associated with the tech industry (with companies like Facebook using it as their primary color).

A gradient style was adopted to highlight hover states and add emphasis to certain sections of the content that were key to communicating the new identity and value proposition of the project.

The first iteration was as follows:

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To present this deliverable, a meeting was held with the product owner of the project — who was also the company's CEO. From this meeting, we collected the following actionable insights:

• We decided to change the layout of the hero, since the technical feasibility favored a two-column design.
• As the product was a new release, there were no customer testimonials available yet, although the importance of obtaining them soon was recognized, to generate social proof, increase trust in the product and, consequently, reduce customer acquisition costs.

With these lessons learned, we launched the second iteration shown below

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In this second iteration — which was also presented to the product owner — the two suggested changes from the previous presentation were implemented. Additionally, I proposed integrating a blog to support SEO discovery and positioning, taking advantage of MTS Club's previous focus on community building and education. This could serve as a space to continue producing educational content that would strengthen the platform's positioning.

As an agreed suggestion for future iterations of the website, it was decided that instead of customer testimonials, there could be a section dedicated to educating users about different AI use cases in a business context.

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Business Impact

Through the marketing team — which was responsible for implementing the product's performance measurement tools — we were able to track the key KPIs we had established: number of visitors, number of clicks on any CTA, and number of leads generated on the page where the AI chatbot guided users to the best solution for their business.

In the first month, there were 320 users, and the percentage of users who clicked on any CTA was 4%. Of that 4%, the 2% filled out the form to move on to the next step, which was a one-on-one interaction with a sales agent. Based on the objective of achieving at least 1% of final conversions, we successfully achieved the desired goal.

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