Totalplay App

Totalplay had a base of more than 5 million clients, but only a fraction used the app actively. Usage was concentrated in specific tasks: paying the service, checking invoices and watching Live TV.

The business needed to expand the digital relationship with its customers by creating an experience that gave them more reasons to enter, navigate, solve, discover and return.

A 5M-client base with app usage concentrated in payment, invoices and Live TV.

The business objective was to increase active app usage and expand its value beyond payments, invoicing and Live TV.

From a product perspective, the goal was to build a modular super app that could integrate multiple verticals without fragmenting the experience. From a design perspective, the focus was to create a consistent, scalable interface ready for development.

A modular super app with an intelligent assistant, Live TV, finance and design system ready for development.

The solution organized the app around a modular experience, with the intelligent assistant as a transversal layer. Instead of presenting every function as an isolated section, the design connected intent, context and action.

The UI was designed to support different layers of complexity: content consumption, telco self-service, financial operations, shopping, delivery and support. The design system unified patterns, components, states and visual hierarchies so the app could grow without breaking its base experience.

Intelligent assistant for search, recommendations, support, process status and in-app guidance.

Live TV as a critical recurring flow, focused on consumption, navigation and content discovery.

Finance as an área of sensitive operations, prioritizing clarity, trust and visible status.

Telco services, marketplace and delivery as ecosystem extensións for self-service, commerce and everyday use.

Recommended post-launch indicators include monthly active usage, usage frequency, activation of existing users, adoption of new modules, conversión by vertical, intelligent assistant usage, completion of critical tasks, engagement with Live TV and Finance, support ticket reduction and CSAT/NPS by module.

These KPIs are recommended measurement criteria, not obtained results. The app is currently in development.

The work delivered UX flows, information architecture, journeys, wireframes, prototypes, UI design, design system, component library, functional documentation, experience guidelines and assets prepared for the development team.

The app is currently in development. The work established a UX/UI base, design system and documentation prepared for the development team to move forward with greater clarity.

The expected impact relates to increasing app adoption, expanding usage frequency, reducing friction in critical flows and turning the Totalplay digital ecosystem into a more useful, scalable and recurring platform for its customers.

A super app is not designed by adding functions, but by defining a product logic capable of sustaining usage, business value and technological evolution.