New Vivo App:
A Transformation for Millions
New Vivo App:
A Transformation for Millions
New Vivo App:
A Transformation for Millions
The New Vivo App is the result of a multi-year collaboration between Work & Co, Vivo, Telefónica, and other partners. Over two years, we reimagined the app as a comprehensive hub for 84 million monthly interactions, introducing personalized journeys, modern features, and a sleek interface.
The redesign has had a major impact on user engagement and was recognized with Silver at the 2024 W3 Awards in the "Mobile Apps & Sites - Redesign" category.
The New Vivo App is the result of a multi-year collaboration between Work & Co, Vivo, Telefónica, and other partners. Over two years, we reimagined the app as a comprehensive hub for 84 million monthly interactions, introducing personalized journeys, modern features, and a sleek interface.
The redesign has had a major impact on user engagement and was recognized with Silver at the 2024 W3 Awards in the "Mobile Apps & Sites - Redesign" category.
Vivo (Telefónica Brasil)
Vivo (Telefónica Brasil)
Vivo (Telefónica Brasil)
5 months
5 months
5 months
Setember 2023
Setember 2023
Setember 2023
Role: Product Designer
Role: Product Designer
Role: Product Designer
This case study focuses on Part 1 of the initiative, which spanned 8 months and covered the initial phases of the redesign. My contributions included leading the Login Password and Cadastro, Menu Mais, and Rating System redesigns, alongside the development of key features in Balance Screen, Vivo Travel, Profile, and Billing. Additionally, I collaborated on implementing components of the Mística Design System, Telefónica's proprietary design framework in Brazil, ensuring consistency across the app's visual and functional elements.
This case study focuses on Part 1 of the initiative, which spanned 8 months and covered the initial phases of the redesign. My contributions included leading the Login Password and Cadastro, Menu Mais, and Rating System redesigns, alongside the development of key features in Balance Screen, Vivo Travel, Profile, and Billing. Additionally, I collaborated on implementing components of the Mística Design System, Telefónica's proprietary design framework in Brazil, ensuring consistency across the app's visual and functional elements.
Section 1
Login Password and Sing Up
The login process was central to improving the app experience. The old flow was fragmented, relying heavily on outdated practices like passwords and offering limited options for Vivo’s diverse user base, which includes prepaid, postpaid, and multi-line customers.
The login process was central to improving the app experience. The old flow was fragmented, relying heavily on outdated practices like passwords and offering limited options for Vivo’s diverse user base, which includes prepaid, postpaid, and multi-line customers.
Problems
Problems Identified
Fragmented Login Experience
Users with multiple Vivo services faced confusion when managing access.
Fragmented Login Experience
Users with multiple Vivo services faced confusion when managing access.
Fragmented Login Experience
Users with multiple Vivo services faced confusion when managing access.
Password Dependency
Forgotten passwords led to high frustration and support call volumes.
Password Dependency
Forgotten passwords led to high frustration and support call volumes.
Password Dependency
Forgotten passwords led to high frustration and support call volumes.
Limited Authentication Options
Fixed-line users relied solely on email-based OTPs, lacking flexibility.
Limited Authentication Options
Fixed-line users relied solely on email-based OTPs, lacking flexibility.
Limited Authentication Options
Fixed-line users relied solely on email-based OTPs, lacking flexibility.
Confusing Error Communication
Ambiguous error messages left users without resolution steps.
Confusing Error Communication
Ambiguous error messages left users without resolution steps.
Confusing Error Communication
Ambiguous error messages left users without resolution steps.
Design Process
Research and Benchmarking:
Analyzed competitors like ITAU, UBER, NuBank, and more for streamlined login flows.
Analyzed competitors like ITAU, UBER, NuBank, and more for streamlined login flows.
Standard (Email/SMS/Telegram/WhatsApp): Used by more than 75% of the market.
Standard (Email/SMS/Telegram/WhatsApp): Used by more than 75% of the market.
Standard (Email/SMS/Telegram/WhatsApp): Used by more than 75% of the market.
CPF (National ID): Requested by 50% of platforms, with banks and benefits requiring it 100% of the time.
CPF (National ID): Requested by 50% of platforms, with banks and benefits requiring it 100% of the time.
CPF (National ID): Requested by 50% of platforms, with banks and benefits requiring it 100% of the time.
Social Login: Not used by banks or benefits but adopted by 65% of social networks, marketplaces, and services.
Social Login: Not used by banks or benefits but adopted by 65% of social networks, marketplaces, and services.
Social Login: Not used by banks or benefits but adopted by 65% of social networks, marketplaces, and services.
Reviewed AS-IS processes, identifying bottlenecks and redundancies.
CPF-Based Login: Unified access across all user types, replacing passwords with secure OTPs.
CPF-Based Login: Unified access across all user types, replacing passwords with secure OTPs.
CPF-Based Login: Unified access across all user types, replacing passwords with secure OTPs.
Scenario-Specific Flows: Tailored login paths for mobile, fixed-line, and multi-product customers.
Scenario-Specific Flows: Tailored login paths for mobile, fixed-line, and multi-product customers.
Scenario-Specific Flows: Tailored login paths for mobile, fixed-line, and multi-product customers.
Error Messaging: Clear, actionable instructions for resolving login failures.
Error Messaging: Clear, actionable instructions for resolving login failures.
Error Messaging: Clear, actionable instructions for resolving login failures.
Accessibility Enhancements: Designed to meet WCAG 2.4.10 standards, ensuring inclusivity.
Accessibility Enhancements: Designed to meet WCAG 2.4.10 standards, ensuring inclusivity.
Accessibility Enhancements: Designed to meet WCAG 2.4.10 standards, ensuring inclusivity.
Solution
Solution
CHALLENGE
Work with the tech team to figure out how to set up a unified login for Vivo's services and products, keeping in mind the needs of the business, market, and customers.
CHALLENGE
Work with the tech team to figure out how to set up a unified login for Vivo's services and products, keeping in mind the needs of the business, market, and customers.
CHALLENGE
Work with the tech team to figure out how to set up a unified login for Vivo's services and products, keeping in mind the needs of the business, market, and customers.
Prototyping
Designed a CPF-based login system to unify and simplify access.
Designed a CPF-based login system to unify and simplify access.
Created specific flows for multi-line, fixed-line, and mobile-only users.
Validation & Accessibility Spec
Implemented usability evaluations at Guage, a Stefanini Group subsidiary, to gather insights and enhance the OTP distribution procedure and error mitigation. Guaranteed adherence to WCAG accessibility norms to cater to the entire user base.
What We Achieved
What We Achieved
What We Achieved
Simplified Journeys: Faster login processes reduced user friction.
Simplified Journeys: Faster login processes reduced user friction.
Simplified Journeys: Faster login processes reduced user friction.
Enhanced Security: CPF and OTP authentication ensured safe, efficient access.
Enhanced Security: CPF and OTP authentication ensured safe, efficient access.
Enhanced Security: CPF and OTP authentication ensured safe, efficient access.
Measuring Success
On average, 3M users (16% of the app's users) go through the login journey every month. The remaining 84% access via "keep me logged in."
On average, 3M users (16% of the app's users) go through the login journey every month. The remaining 84% access via "keep me logged in."
On average, 3M users (16% of the app's users) go through the login journey every month. The remaining 84% access via "keep me logged in."
The preferred access method when users go through the login journey is via OTP. A total of 2.7M log in with OTP compared to 0.3M with CPF/Email.
The preferred access method when users go through the login journey is via OTP. A total of 2.7M log in with OTP compared to 0.3M with CPF/Email.
The preferred access method when users go through the login journey is via OTP. A total of 2.7M log in with OTP compared to 0.3M with CPF/Email.
0.9M users are new to the app, with their first access in the last six months. Among these, 0.1M represent new registrations during the month.
0.9M users are new to the app, with their first access in the last six months. Among these, 0.1M represent new registrations during the month.
0.9M users are new to the app, with their first access in the last six months. Among these, 0.1M represent new registrations during the month.
2.1M users were already registered with the app. The main reasons for logging in include Device Change (19%), Logout (18%), and Multi-Device Use (17%).
2.1M users were already registered with the app. The main reasons for logging in include Device Change (19%), Logout (18%), and Multi-Device Use (17%).
2.1M users were already registered with the app. The main reasons for logging in include Device Change (19%), Logout (18%), and Multi-Device Use (17%).
SECTION 2
Menu Mais
As a navigation hub, "Menu Mais" is essential for accessing the app’s rich catalog of services. However, the old menu design failed to adapt to Vivo’s growing ecosystem, leaving users struggling to locate features and increasing dependency on customer support.
Problems
Problems Identified
Lack of Organization
Features were grouped inconsistently, creating confusion.
Lack of Organization
Features were grouped inconsistently, creating confusion.
Lack of Organization
Features were grouped inconsistently, creating confusion.
Inflexibility
The structure didn’t scale with Vivo’s expanding service offerings.
Inflexibility
The structure didn’t scale with Vivo’s expanding service offerings.
Inflexibility
The structure didn’t scale with Vivo’s expanding service offerings.
Irrelevant Features
Menus displayed unrelated options to users’ profiles.
Irrelevant Features
Menus displayed unrelated options to users’ profiles.
Irrelevant Features
Menus displayed unrelated options to users’ profiles.
Inconsistent Access
The menu wasn’t uniformly accessible across the app.
Inconsistent Access
The menu wasn’t uniformly accessible across the app.
Inconsistent Access
The menu wasn’t uniformly accessible across the app.
Design Process
Benchmarking
Studied modular menu systems in successful apps to identify opportunities for improved organization.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
Solution
Dynamic Categorization: Organized features into intuitive categories (e.g., Subscriptions, Billing).
Dynamic Categorization: Organized features into intuitive categories (e.g., Subscriptions, Billing).
Dynamic Categorization: Organized features into intuitive categories (e.g., Subscriptions, Billing).
Fixed Shortcut: Ensured easy access from all Level 1 screens.
Fixed Shortcut: Ensured easy access from all Level 1 screens.
Fixed Shortcut: Ensured easy access from all Level 1 screens.
Personalized Menus: Tailored shortcuts based on the user's profile and usage.
Personalized Menus: Tailored shortcuts based on the user's profile and usage.
Personalized Menus: Tailored shortcuts based on the user's profile and usage.
Error Handling: Added proactive messages to guide users during feature failures.
Error Handling: Added proactive messages to guide users during feature failures.
Error Handling: Added proactive messages to guide users during feature failures.
Prototyping
Developed a modular, card-based menu structure with personalized rows.
Developed a modular, card-based menu structure with personalized rows.
Dynamic categorization has been implemented to align with the customer's product type. This includes Control or Postpaid options, Fixed or Fixed + Mobile (control or postpaid), Prepaid Multiplan for any product, and Mobile Monoplan specifically for prepaid plans.
Dynamic categorization has been implemented to align with the customer's product type. This includes Control or Postpaid options, Fixed or Fixed + Mobile (control or postpaid), Prepaid Multiplan for any product, and Mobile Monoplan specifically for prepaid plans.
Accessibility Spec
After completing the prototype, an accessibility specification was created to detail its use. The usability test was scheduled to take place in January 2024. However, upon accessing the application today, it’s clear that the design and entire concept developed have been implemented as the final version. This validates the original design concept following the usability tests
After completing the prototype, an accessibility specification was created to detail its use. The usability test was scheduled to take place in January 2024. However, upon accessing the application today, it’s clear that the design and entire concept developed have been implemented as the final version. This validates the original design concept following the usability tests
Outcomes
Faster Navigation: Users found key features more efficiently, enhancing their overall experience.
Faster Navigation: Users found key features more efficiently, enhancing their overall experience.
Faster Navigation: Users found key features more efficiently, enhancing their overall experience.
Scalable Design: Modular menus can accommodate future feature expansions.
Scalable Design: Modular menus can accommodate future feature expansions.
Scalable Design: Modular menus can accommodate future feature expansions.
Section 3
App Rating System
The previous feedback mechanism lacked granularity, funneling users to app stores for reviews without capturing actionable insights. Dissatisfied users often left negative public reviews, impacting the app's reputation.
Problems
Problems Identified
Limited Insights
Feedback wasn’t detailed enough to address user pain points effectively.
Limited Insights
Feedback wasn’t detailed enough to address user pain points effectively.
Limited Insights
Feedback wasn’t detailed enough to address user pain points effectively.
Generic Complaints
No mechanism for feature-specific feedback.
Generic Complaints
No mechanism for feature-specific feedback.
Generic Complaints
No mechanism for feature-specific feedback.
Negative Perception
Dissatisfied users often left negative app store reviews.
Negative Perception
Dissatisfied users often left negative app store reviews.
Negative Perception
Dissatisfied users often left negative app store reviews.
Design Process
Benchmarking
Analyzed feedback models from platforms like Uber and Ifood to inform the new system.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
CHALLENGE
Create a support hub for users to access all app functions organized into specific categories, along with quick access options for their audience.
Solution
Star Ratings (1–5): Simplified feedback collection.
Star Ratings (1–5): Simplified feedback collection.
Star Ratings (1–5): Simplified feedback collection.
Internal Feedback: Allowed users to provide detailed complaints, improving issue resolution.
Internal Feedback: Allowed users to provide detailed complaints, improving issue resolution.
Internal Feedback: Allowed users to provide detailed complaints, improving issue resolution.
Predefined Compliments: Enabled quick, actionable insights from users.
Predefined Compliments: Enabled quick, actionable insights from users.
Predefined Compliments: Enabled quick, actionable insights from users.
Native Component: Using the same system for both iOS and Android keeps things simple and consistent.
Native Component: Using the same system for both iOS and Android keeps things simple and consistent.
Native Component: Using the same system for both iOS and Android keeps things simple and consistent.
Prototyping
The first version will show a custom pop-up: if users give positive ratings, they will be redirected to app stores, while negative ratings will open an internal feedback form. During technical validation, the technical team pointed out that for iOS, due to some Apple Store requirements, we need to add the standard rating pop-up in the final step to complete the action.
The first version will show a custom pop-up: if users give positive ratings, they will be redirected to app stores, while negative ratings will open an internal feedback form. During technical validation, the technical team pointed out that for iOS, due to some Apple Store requirements, we need to add the standard rating pop-up in the final step to complete the action.
Validation
Testing has demonstrated that users exhibited a preference for the predefined set of tags as opposed to providing specific input feedback. Furthermore, the utilization of these tags has enhanced the data analysis of the overall application feedback.
Testing has demonstrated that users exhibited a preference for the predefined set of tags as opposed to providing specific input feedback. Furthermore, the utilization of these tags has enhanced the data analysis of the overall application feedback.
Awards
Vivo App: Industry Recognition and Impact 🏆
The New Vivo App has received significant recognition, both in Brazil and internationally, for its transformative impact on user experience and design innovation.
Platinum at the Vega Digital Awards in the Apps & Software – Telecommunications category.
Gold at the Muse Creative Awards in Mobile App.
Silver at the 2024 W3 Awards in Mobile Apps & Sites – Mobile Redesign.
Bienal Brasileira de Design 2024 selection in the Metaverso Digital category.
These awards celebrate the app’s evolution, which now serves as a hub for 84 million monthly interactions, providing a streamlined and modern user experience with personalized journeys and new features, like omnichannel support and smart home management.
The Vivo App continues to drive digital transformation, with 80% of customer interactions now occurring through the platform, and its role as a sales channel growing significantly. This recognition underscores the app’s success in meeting customer needs and achieving excellence in digital design.
The New Vivo App has received significant recognition, both in Brazil and internationally, for its transformative impact on user experience and design innovation.
Platinum at the Vega Digital Awards in the Apps & Software – Telecommunications category.
Gold at the Muse Creative Awards in Mobile App.
Silver at the 2024 W3 Awards in Mobile Apps & Sites – Mobile Redesign.
Bienal Brasileira de Design 2024 selection in the Metaverso Digital category.
These awards celebrate the app’s evolution, which now serves as a hub for 84 million monthly interactions, providing a streamlined and modern user experience with personalized journeys and new features, like omnichannel support and smart home management.
The Vivo App continues to drive digital transformation, with 80% of customer interactions now occurring through the platform, and its role as a sales channel growing significantly. This recognition underscores the app’s success in meeting customer needs and achieving excellence in digital design.
RESULTS
App Vivo by the Numbers
22M
22M
active users generating
active users generating
84M
84M
monthly interactions
monthly interactions
2.7M
2.7M
monthly downloads
monthly downloads
70%
70%
of Vivo’s digital sales are via the app
of Vivo’s digital sales are via the app
LOOKING BACK
Key Takeaways
Clarity is Non-Negotiable: Simplified login and error messages resolved long-standing user pain points.
Clarity is Non-Negotiable: Simplified login and error messages resolved long-standing user pain points.
Clarity is Non-Negotiable: Simplified login and error messages resolved long-standing user pain points.
User Feedback Drives Success: Capturing internal insights through the new rating system allowed for continuous iteration.
User Feedback Drives Success: Capturing internal insights through the new rating system allowed for continuous iteration.
User Feedback Drives Success: Capturing internal insights through the new rating system allowed for continuous iteration.
Scalability Matters: Modular designs ensure the app adapts to Vivo’s growing catalog.
Scalability Matters: Modular designs ensure the app adapts to Vivo’s growing catalog.
Scalability Matters: Modular designs ensure the app adapts to Vivo’s growing catalog.
Accessibility Adds Value: WCAG compliance ensured inclusivity for Vivo’s diverse user base.
Accessibility Adds Value: WCAG compliance ensured inclusivity for Vivo’s diverse user base.
Accessibility Adds Value: WCAG compliance ensured inclusivity for Vivo’s diverse user base.
The New Vivo App is a testament to collaborative, user-centered design. By addressing core pain points in navigation, access, and feedback, the app now serves as a robust, scalable platform for millions of users. As part of this transformative journey, the app continues to evolve, aligning with Vivo’s commitment to innovation and personalization.
The New Vivo App is a testament to collaborative, user-centered design. By addressing core pain points in navigation, access, and feedback, the app now serves as a robust, scalable platform for millions of users. As part of this transformative journey, the app continues to evolve, aligning with Vivo’s commitment to innovation and personalization.