The Company
IZZI is Grupo Televisa's national telecommunications brand in Mexico, offering internet, TV, mobile and landline services, and streaming platforms through monthly subscription packages. With millions of active customers and a nationwide sales network, IZZI manages a massive volume of commercial and customer service interactions daily.
The Requirements
IZZI needed to redesign two critical digital products within Oracle Siebel, their enterprise CRM: their national sales platform and their customer service view. Both redesigns had to respect Siebel's technical constraints while improving process flows, reducing operation times, and delivering a clearer experience for both sales advisors and customer service agents.
My Role
As Consultant Lead Product Designer, I led the end-to-end UX/UI strategy for both products — from discovery to Siebel-ready delivery. I aligned design, business, and engineering, coordinated with stakeholders, and acted as mentor for both executives with no prior UX exposure and an internal UX/UI team with limited hands-on experience. My role was simultaneously strategic, executional, and educational.
The Problem
The sales platform had slow, redundant, and unmeasurable process flows that directly impacted conversion rates and advisor performance. The customer service view lacked information hierarchy, buried critical actions, and forced agents to waste time locating data that should have been immediately accessible. Compounding both issues, the organization had no UX/UI culture — product decisions were made without research or user validation.
The Goal
Transform two critical operational tools into fast, clear, and measurable digital products — designed around real user needs — without leaving the Oracle Siebel environment. And in parallel, begin building a design culture inside IZZI where product decisions are grounded in research and user insight.
A complex project... Excellent!
Who I designed for
Two primary users identified through stakeholder end users interviews and process observation within the Oracle Siebel environment.
Get to know the current situation, usability studies and journey map.
Before starting any design work, we conducted a structured usage study with 25 IZZI sales advisors across 4 regions in Mexico. Participants were observed during live sales interactions and answered a structured questionnaire covering speed, usability, information clarity, and overall satisfaction — giving us the evidence needed to define the right design direction.
Situations and bureaucracy.
During the research phase, the client and the company had issues regarding the deadline of the whole project, including development, data scientist, arquitects and QA. Because of the client's decision, I didn't had the clearance to create wireframes and usability studies, I had to skip some processes and create a quick but valuable and strategic usability study using the Hi-Fi Prototype that I already created.
Usability study.
During the research phase, the client and the company had issues regarding the deadline of the whole project, including development, data scientist, arquitects and QA. Because of the client's decision, I didn't had the clearance to create wireframes and usability studies, I had to skip some processes and create a quick but valuable and strategic usability study using the Hi-Fi Prototype that I already created.
Final results, presentation to the stakeholders and hand-off.
Before any line of code was written, these results were presented to IZZI's directors and stakeholders for final alignment. The redesign delivered measurable improvements across both modules — in speed, accuracy, and user satisfaction — and was approved to move forward to development handoff, closing the design phase of the project.
