Liberty Latin America

(Digital Shopping Journeys)

Designing end-to-end digital shopping journeys across 5 markets

Context

Liberty Latin America needed to accelerate digital sales across key markets and enable customers to complete the entire telecom purchase journey online during the post-pandemic shift to digital channels.

Challenge

Redesign and automate a complex, multi-step shopping process to scale digital adoption, increase sales, and deliver a consistent experience across markets.

My Role

• Led the redesign of shopping journeys and digital buyer personas
• Facilitated co-creation workshops across product, UX, business, and tech teams
• Designed the CX strategy, to-be journeys, and service blueprint
• Oversaw prototype testing with real users

Approach

Discover
Mapped as-is journeys, conducted research, and identified customer needs.
Define
Prioritized pain points and improvement opportunities.
Ideate
Created personas, CX strategy, and to-be journeys.
Prototype & Implement
Tested prototypes using qualitative and quantitative methods and supported implementation.

Impact

• Digital sales grew to 30% of total across markets
• NPS increased to 50+ points
• Delivered a scalable omnichannel blueprint
• Enabled seamless end-to-end digital purchasing

Sample Deliverables