Digitel AppStore Redesign

Date: 2014
Client: Digitel
Role: UX Research & Strategy, UI Design

The Challenge

Digitel, one of Venezuela’s leading mobile carriers, launched the Digitel Store in 2010 as a hub for apps, entertainment, and information—targeting users with limited smartphone access. However, as smartphones became more common and user expectations evolved, the store fell behind.

By 2014, the platform had become outdated, visually unappealing, and hard to navigate. The content was buried within a cluttered architecture, the UI felt obsolete, and users struggled to find value in the experience. Digitel needed a complete redesign to transform the store into a dynamic, engaging, and user-centric digital experience.

The Opportunity

To modernize the Digitel Store into a key digital touchpoint that aligned with users' behaviors and expectations. The goal was to create a platform that:

Showcased Digitel’s offerings clearly
Provided a delightful browsing and content discovery experience
Reflected a more modern and high-tech brand identity

Approach & Methodology

We used a human-centered design process combining research, synthesis, prototyping, and iteration:

Audit of existing store architecture
Primary research: In-depth interviews with 40 users (ages 18–28, based in Caracas)
Secondary research: Market and competitor analysis
Jobs-to-be-done mapping
User needs synthesis
Co-creation and ideation workshops
Prototyping and usability testing
Validation and implementation

Old Design

Research Highlights

User Profile

Male and Female
Ages 18–28
Smartphone users based in Caracas

Positive feedback on the original store:

Uses familiar brand colors
Offers a variety of content
Has a basic sense of organization

Key user pain points:

Outdated and simplistic design
Visually flat, lacked interactivity
Poor readability (small text, low contrast)
Static and generic imagery
Obsolete animations
Didn't feel innovative or “techy”
Overuse of red and white, lacking vibrancy

The Solution

We reimagined the Digitel Store as a smarter, more vibrant digital experience with a focus on clarity, usability, and delight.

Core improvements included:

A clean, modular layout for easier content discovery
A visually dynamic interface with updated typography, larger imagery, and interactive components
Improved hierarchy and navigation, based on real user behaviors
A refreshed color palette—while retaining Digitel’s signature red, we introduced secondary colors for contrast and accessibility
A design language that communicated innovation, without overwhelming the user

The Outcome

The redesign positioned the Digitel AppStore as a more engaging and useful platform—one that better reflected both Digitel’s brand and the evolving expectations of Venezuelan smartphone users.