Problem Statement

‍

Based on qualitative analysis with stakeholders, prospective investors, and potential customers, MTS Club’s website used content and visual elements that portrayed a business disconnected from technology. Its outdated content also failed to reflect the company’s new business lines. These were more closely related to business consulting, but did not emphasize that this support would now be delivered and enhanced by technologies such as blockchain and artificial intelligence.

‍

‍

My Research Approach

As part of MTS Club’s digital transformation and renewal, my first step was to meet with stakeholders and the CEO. Through documentation and one to one conversations, I gathered the principles and services that would define the platform’s new identity.

The most valuable insights from this process were:

‍

The platform does not feel like a technology platform.

Stakeholders

‍

The communication style feels local to Argentina because of language variations, while the business wants to present itself as open to the world, especially the Latin American market.

CEO

‍

The company’s primary product would shift from business consulting to AI chatbots, a product positioned too low on the current homepage.

From stakeholder documents and interviews

‍

Solution

A design proposal was created to align the experience with a more modern, technology focused style.

I developed a design system with a new typographic scale, using Archivo for headings and subheadings and Segoe UI for body text.

The existing blue was retained as the core color. In a comparative analysis of technology platforms, blue is commonly associated with the tech industry, including companies such as Facebook.

A gradient style was adopted to highlight hover states and emphasize content sections that were key to communicating the project’s new identity and value proposition.

The first iteration was:

‍

‍

I presented this deliverable to the project’s product owner, who was also the company’s CEO. The meeting produced the following actionable insights:

• We decided to change the hero layout because technical feasibility favored a two column design.
• As this was a new launch, no customer testimonials were available. However, we recognized the importance of collecting them soon to provide social proof, build product trust, and ultimately reduce customer acquisition costs.

With these learnings, we launched the second iteration shown below.

‍

‍

In this second iteration, also presented to the product owner, I implemented both suggested changes. I additionally proposed a blog to support discoverability and SEO positioning, building on MTS Club’s established focus on community building and education. It could provide a space for ongoing educational content that strengthened the platform’s positioning.

For future website iterations, we agreed that, instead of customer testimonials, the site could include a section educating users on different AI use cases in a business context.

‍

Business Impact

Through the marketing team, which implemented the product performance measurement tools, we tracked the key KPIs we had established: visitors, clicks on any CTA, and leads generated on the page where the AI chatbot guided users toward the best solution for their business.

In the first month, the site had 320 users, and 4% clicked a CTA. Of that 4%, 2% completed the form to move to the next step, a one to one interaction with a sales representative. With a target of at least 1% final conversions, we successfully achieved the desired goal.

‍

‍