Context
Zona Claro was established in 2013 as a subscription club offering free access to social networks in Latin America. After subscription, users received a data allowance for their browsing. They were offered options that were the most representative of the moment, with preferential prices and lower data consumption to guarantee an optimal user experience.
The challenge we encountered at Zona Claro was the lack of real context on social media trends across Latin America. We had to deal with the diversity of languages, the different access costs and the variety of devices used by users to access these platforms.
A solution was implemented that included extensive research into social media trends in Latin America, customization of offers to suit user preferences, flexible rates that fit the economic realities of the region, optimization of platform for multiple devices, collaborations with local experts and constant monitoring of trends and user behavior. This strategy ensured an effective and user-centric subscription experience, addressing regional complexities and adapting to the changing dynamics of social media in Latin America.
Investigation
Surveys and focus groups were implemented with users to better understand their needs and expectations. This research provided valuable information to personalize offers and optimize the Zona Claro platform.
Ideation
Subscription offers were customized based on this research, tailoring prices and options to the needs of users in different countries. Improvements were made to the Zona Claro platform to optimize the user experience, and collaborations were established with local experts. The evaluation continued through user feedback allowed to adapt the ongoing offers and platform, resulting in a highly personalized and efficient service for users throughout Latin America, driving the success and adoption of the subscription club.
Conclusions
Continuous user feedback ensured constant improvement, leading to a successful subscription club that served a wide audience across the region.
