Addressing key areas such as accessibility, user flow, and product discovery, we designed an end-to-end process that reduces the workload of Customer Support, streamlines the funnel, and unlocks a growth of 20%.
Lead Product Designer
Web
7 months
Milanuncios offers a professional service that allows professional users to manage their ads, access performance analytics, and communicate directly with customers through a dedicated tool.
The Challenge
Until now, subscribing to this Pro tool required a phone call with the customer service team. Also, because of the variety of plans and add-ons, agents also needed to onboard each new customer manually, turning the sign-up process into a major bottleneck for growth.
The main challenge was to simplify a highly complex structure of plans, configurations, and add-ons into an intuitive and scalable self-service flow.
The product development team was entirely new and working as contractors. As a result, part of my role involved acting as a bridge between Adevinta’s internal stakeholders and the development team — ensuring alignment, translating requirements, and maintaining a consistent product vision throughout the entire process.
Defining the scope
To define the new self-service experience, we first gathered input from every stakeholder: business, marketing, customer support, and legal, to align on goals, technical constraints, client needs, and compliance requirements.
The initial scope was quite broad, envisioning several plan configurations and product add-ons that users could combine freely.
We provided a continuous design direction while working closely with the development team, to ensure that every implementation stayed true to our goal of delivering a fluid, intuitive, and delightful user experience.
Validation
After several prototype testing rounds, we needed to simplify the MVP scope to ensure a smoother solution.
This approach was aligned with business in a key workshop where I presented some strategic options that led to the decision to create pre-defined plan packages.
We reduced the amount of user's decisions during the process, affecting plan selection and add-ons configuration, so the result was a linear, confident flow with clear steps and messaging, generating a consistent and easy-to-use experience.
When communication turns into impact
Because certain business categories had specific monetization and moderation rules, we designed a model where all plans were visible online, but those that cannot be contracted digitally generate web-to-lead entries, allowing the customer support team to follow up directly.
We also defined with the CRM specialists a comprehensive email communication system to ensure a coherent experience across all touchpoints, covering:
Beyond the flow
To strengthen visual and functional consistency, we customized several third-party components (such as Pay-By-Link services) so users perceived the entire flow as part of the Milanuncios ecosystem.
Finally, I contributed to the motion design of the video tutorials that serve as ongoing support reference for Milanuncios Pro users.