Ora Telecom: Website redesign for portfolio clarity and benefits
Web Experience & Brand Case Study — Product
Objective
Redesign Ora Telecom’s institutional website, creating an extensive and informative homepage that communicates not only internet plans, but also the diversity of products, packages, and benefits offered by the brand.
Business context and challenge
The previous website presented Ora Telecom almost exclusively as an internet provider, when in reality the company offered service packages and additional benefits.
There was a lack of clarity in the information hierarchy, making it difficult for customers to understand the breadth of solutions.
The challenge was to create a responsive, scalable, and easy-to-navigate website capable of conveying trust and improving the perception of brand value.
My contribution
Benchmarking: I analyzed websites of major telecom players to understand best practices in navigation, plan comparison, and benefit storytelling.
Information Architecture: I restructured the content into progressive blocks — plans, differentials, partners, benefits, FAQ.
UX & UI: I redesigned the main pages (Home, Products & Services, Companies, Why Ora?, Blog, Work with Us).
Scroll storytelling: I organized the homepage into long sections, balancing informational clarity and visual appeal.
Visual consistency: I applied the brand identity to icons, colors, and mascot (Félix), reinforcing the connection between communication and product.
Design principles applied
Portfolio clarity → show a variety of plans and packages right at the start of navigation.
Credibility & trust → include partner company logos, testimonials, and institutional mascots to humanize the brand.
Scannability → long blocks segmented by color, clear titles, and icons.
UX Decisions & Trade-offs
Extensive homepage → increased clarity, but required care not to overwhelm the user.
Emphasis on benefits → reinforced perception of value, even at the risk of diluting focus on plans.
Responsive design → ensured consistent experience on desktop and mobile, even with denser content.
Expected results
Clear perception that Ora Telecom offers much more than just internet.
Increased conversion through visible CTAs (“Sign up for Ora,” “Customer Center”).
Strengthening of the brand in the digital sphere, aligned with its presence in the local market.
Lessons learned
In telecommunications, the challenge is not only to sell plans, but to showcase the complete ecosystem of services.
Long homepages serve as brand narratives, but they need to be clearly segmented.
Working digitally in synergy with branding (colors, mascot, language) generates consistency and trust.
