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Tuenti Latam, virtual operator of Telefónica

Telefónica has chosen Paradigma as a partner for the design and development of their new low-cost operator in Argentina, Peru, Mexico and Ecuador


Within Telefónica’s business plan, Spain was the incursion in Ibero-America with a 100% digital low-cost telephone service aimed at young users.

MVNO, eCommerce, Python, UX, design, front dev, responsive, apps, iOS, SEO, web analytics

A global project

The Tuenti Latam project was a combination of coordination, perseverance, motivation and professionality that involved more than 50 people from 6 different countries for three years.

Starting from a multidisciplinary team between Spain, Argentina and London the requirements and scope specifications that would set the foundations for the rest of the portals were defined.

The implementation of the platform in 4 different countries (Argentina, Mexico, Peru and Ecuador) with 4 different business teams, with dissimilar approaches and directives, it was a great challenge to which Paradigma Digital responded with agility and strength.

Cloud Infrastructure


The Tuenti Latam platform provides service to 4 countries with different time zones and necessities. Because of this, flexibility is needed to deal with the demand peaks of each of the countries and the publicity campaigns employed for each one of them, like for example, through television advertisements.

The agility to set up hosting has allowed for a smaller time-to-market.

In addition to scalable, the platform is of high availability. Given that the self-management of sales of eCommerce is carried out through the portal, the availability is critical.

With the aim of assuring availability and scalability, we have designed an infrastructure which includes Amazon as a provider of cloud computing and data bases. The advantage of Amazon, as well as being a market leader in web services, is the fact that you only pay for what you use at any time.

  • The agility to set up hosting and in the development that has allowed a smaller ‘time-to-market’.
  • Savings in costs that allows them to offer the lowest price possible to their customers.
  • Self-scaling with ‘elastic load balancer’ to only pay for the infrastructure needed at any time.
  • S3, storage of statics: JavaScript, images, CSS, etc.



Designing the service

With an extensive research period, the service design proposals were made, by identifying key users, business KPIs and technology requirements.

With a holistic vision of the service we were able to identify more clearly the core functionalities and the weight that they should have.

One of the conversion objectives was that of optimising the high flows of new customers by simplifying processes and offering information about the commercial offer (the offering) in a clear and direct way.

Customer service costs were reduced by creating an area where users would be able to consult and respond to doubts about the service. With an incentive scheme a participative and dynamic area was created where users were awarded for their contributions.

The UX strategy is orientated to the recruitment of new customers and reduction of service costs.

Focused on converting

Tuenti needed a conversion-orientated website, a simple purchase ‘funnel’ and a complete analytic to optimise conversions and sales on an ongoing basis.

We have designed some reports based on KPIs of online conversion that have allowed for the identification of areas of improvement since the launch. The analytic of eCommerce allows for the evaluation of the performance of the channels, the campaigns and the catalogue for immediate decision making.

Tuenti is mobile

Tuenti born to be ‘mobile’ so the service had to adapt and use all the capabilities of smartphones.

Being the operator that managed web access and client navigation, it allowed us to offer advantages and exclusive services.

Both access to the public and commercial part as well as client self-management tools were set out for consumption from any place via the web and native apps.

Guiding the brand style

By jointly collaborating with the team from Tuenti Latam, the design team from Paradigma adopted the style and brand identity of Tuenti and created a new identity for the Ibero-American users.

A ‘brand manual’ was created that would lay the foundations of this new identity and would govern the graphic interaction line of all the portals, unifying evolutionary internal developments, and communication campaigns.

A successful SEO

We have implemented a technical SEO based on an exhaustive investigation of key words and the best on-page practices.

After more than a year since the first launch, Tuenti has captured more than 2 million views a month in the markets where it is operating (Argentina, Mexico, Ecuador and Peru).

The organic traffic represents a stable source of sales with high conversion rates and the best ROI of all the channels.

A unique company radically agile, as much in our organization as in our developments, thanks to which we have already transformed digitally more than 200 top companies.

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