New Vivo App: Lançamento Futuro (Balance Screen)
New Vivo App: Lançamento Futuro (Balance Screen)
New Vivo App: Lançamento Futuro (Balance Screen)
Redesign the “Lançamento Futuro” feature to improve discoverability, usability, and user understanding while aligning with Vivo’s user-centered design principles.
Redesign the “Lançamento Futuro” feature to improve discoverability, usability, and user understanding while aligning with Vivo’s user-centered design principles.
Vivo (Telefónica Brasil)
Vivo (Telefónica Brasil)
Vivo (Telefónica Brasil)
3 months
3 months
3 months
Setember 2023
Setember 2023
Setember 2023
Role: Product Designer
Role: Product Designer
Role: Product Designer
Project Background
Initial State
The “Lançamento Futuro” feature, intended to provide insights into upcoming transactions, was underutilized due to poor placement, confusing nomenclature, and outdated UI.
The “Lançamento Futuro” feature, intended to provide insights into upcoming transactions, was underutilized due to poor placement, confusing nomenclature, and outdated UI.
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%).
Outcomes
Improved internal insights
Improved internal insights
Improved internal insights
Boosted app ratings in the store
Boosted app ratings in the store
Boosted app ratings in the store
METRICS
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.