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Claro Móvel – Login Screen Research Insights

Claro is one of the largest mobile telecommunications operators in Brazil. Claro also offers the Minha Claro móvel app, which allows its customers to manage their mobile phone services quickly and easily, directly from their smartphones.

Services

UX Design | UX Research

Industry

Telecommunications

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Long story short

I conducted a usability test to help a team member. We got some insights about how users of Claro Móvel - company’s application focusing on mobile bandwidth - understood the login screen.

Motive of testing

As a UX designer, it is important to conduct usability testing to ensure that the design of a product is user-centered. Recently, I conducted a usability test on Maze¹, a web-based design platform, to understand how users perceived its login screen. The motive of the testing was to understand how users perceived the login screen of the Minha Claro Movel app. The login screen is an essential component of any application, and it is the first thing that users interact with when they want to access the platform. Therefore, it is important to ensure that the login screen of an application is intuitive and user-friendly. Stakeholders wanted to validate 2 hyphotesis:
  • 1. Users prefer to authenticate with CPF (Brazil’s Social Security Number) rather than Email address.
  • 2. Users know what is Biometry and understand how to use it to authenticate

¹ Maze is a web-based platform that offers a wide range of features and tools to enable effective and efficient User Usability Testing. 

Planning

The test planning involved recruiting participants following some criteria

  • • Participants must be clients for more than 6 months
  • • Participants must be organized in specific groups or clusters
  • • The test must be as legit from the real journey as possible
  • • The test must have a week (7 days) duration.

Results

Login

We asked people to rate the difficulty of the task from 1 (Very Difficult) to 5 (Very easy). This is known as CSAT Score.

59% of testers found it easy against 20% who found it difficult.

We may be happy with those results, but digging a little bit deeper we can apply a Pareto in this analysis – Some of them found it extremely difficult to understand what was going on the screen, as shown below.

”I think the email/CPF input selection section is the least noticeable on the screen. It took me a while to figure out where the input field was because there is no differentiation with the background.”

”The design is not very intuitive and there is too much unnecessary information, considering that the objective is to login.”

This was a very important piece of feedback, which confirmed what we suspected: the login screen needed many tweaks. The screen lacks some of important design principles and was disrespecting some UX Laws. 

Bullet 1 is referring to the noise and visual friction the screen has.

Laws affected:

Hicks's Law - The time it takes to make a decision increases with the number and complexity of choices: This brings up the testers feedbacks - if it's a login screen why it is so crowded?

Jakob's Law - Users spend most of their time on other sites: This means that users prefer your site to work the same way as all the other sites they already know.

Bullet 2 is referring to switch login type

Laws affected:

Nielsen's Heuristic Law #6 - Recognition rather than Recall: Minimize the user’s memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

Bullet 3 is referring to CPF (NSS) input field that is pratically invisible

Laws affected:

Nielsen's Heuristic Law #4 -Patterns and Consistency: The minimum that a person expects when using a product is that the items with which they will interact have similarities.

Bullet 4 is referring to the swaped positions of Register (right) and Continue (left).

Laws affected:

Nielsen's Heuristic Law #4 - Patterns and Consistency: The minimum that a person expects when using a product is that the items with which they will interact have similarities.

Jakob's Law - Users spend most of their time on other sites: This means that users prefer your site to work the same way as all the other sites they already know.

People are used to Advancing Call to Actions to be set on the right side of the screen, creating a feeling of momentum and flow.

Usage of Biometry

The usability test also aimed to check if users understood the biometry feature and if they used it on their phones. Participants of the test attested that they were already used to Finger or Facial Biometry, as it is a common feature in many mobile applications.

85% of users suggested that biometry should be the default login form, as it is faster and more convenient

Therefore, it is important to consider this feedback and make biometry the primary login form for the Minha Claro Móvel app, as it would improve the user experience and make the login process smoother.

Insights

Conducting usability testing is crucial to ensuring that a product is user-centered. Since there is always room for improvement, and the feedback provided by users can help to make the login process even smoother, we ended our testing process with some insights the team should discuss:

  • 1 - Add a unified field for CPF and Email;
  • 2 - Add a password field on the same screen as CPF and Email;
  • 3 - Indicate to the user that there is a field to enter CPF and Email;
  • 4 - Highlight the "Next" Call To Action and position it on the right near the Right Thumb Zone;
  • 5 - Reduce the number of elements on the pages to avoid user abandonment and distraction;
  • 6 - Some people may not be familiar with Biometry, so a tooltip explaining what it is can help the user understand its meaning and how it works in Claro;
  • 7 - Add the option for biometric access after opening the app.

Show me the numbers

Because of internal and bureaucratic reasons, I’m not able to tell you if we got to achieve our business goals or not.

However, with those insights in mind we were to target specific convertion metrics within the self service cluster of Claro mobile apps.
Human Contact Rate on Customer Service
- 0 %
Support Tickets Opened
- 0 %
Weekly Active Users and Unique Users
+ 0 %

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