Real impact designed in collaboration

How can we improve strategic communication and the brand experience for Internet of Things (IoT) developers on a global scale? The challenge was to gain a deep understanding of the workflows, development habits, and friction points of a highly specialized technical audience around the world.

We carried out an in-depth, agile global research project. We monitored organic tech communities (such as Reddit, StackOverflow, and Github) through the lens of netnography and real-time social listening. We combined this data with a series of 15 remote in-depth interviews with developers of 7 different nationalities.

We created and refined detailed persona profiles and technical journey paths that revealed the real communication opportunities, providing a solid, direct analytical foundation for structuring Intel IoT's global product launch and marketing plans.

How do you bring two digital media giants together under a single brand without losing the essence of their audiences? The challenge was to unify the digital platforms of the two largest news outlets in Rio Grande do Sul (Zero Hora and Rádio Gaúcha) into a single, seamless, personalized experience that respected users' traditional reading and listening habits.

We conducted an in-depth research immersion with more than 1,800 real users through panels, field interviews, and co-creation rituals with users and Grupo RBS internal teams. We mapped in depth how people read and listen to news every day in order to redesign the entire information architecture, audio player usability, and navigation flows, validating everything through continuous usability testing.

The new platform was named Best News Website in Latin America (2019) at the Latam Digital Media Awards.

How can we unify, simplify, and accelerate the adoption of user-centered processes with real impact on a national scale? The project's challenge was to train multidisciplinary teams from several states in agile strategic design rituals.

We developed immersive, hands-on programs focused on agile culture, qualitative research, and ideation. We guided employees directly through field research in real consumer settings to analyze behavior, map authentic evidence-based personas, and test rapid prototypes of new solutions to support micro-entrepreneurs.

We trained dozens of strategic design multipliers within Sebrae's state units across Brazil, building cross-functional maturity in internal ideation rituals and ensuring decisions focused on the end customer.

How do you stand out competitively in the corporate wellness benefits market? The project's goal was to find the right strategic territories of opportunity and desirability, both to improve the metrics of corporate HR managers and to motivate end users to keep up active health routines.

We adopted a continuous process that combined in-depth investigation with rapid prototyping. We ran detailed research panels, in-depth interviews, and collaborative ideation and technical prioritization rituals. Based on these learnings, we designed and tested interactive prototypes for the user's mobile app and for the corporate HR web dashboard.

We delivered a completely redesigned journey and user flows that simplified day-to-day interaction, improved operational feedback channels, and led to innovative new engagement features (such as the Well-Being Index and new smart metrics dashboards).

We were invited by the technology company Paipe to support several digital transformation and innovation projects at Beira Rio, a very strong brand whose sales tools and processes were not yet very digitized. One of the major challenges we took part in was rethinking the company's sales and export channel journeys.

Mapping such complex journeys and processes required involving people from many teams. To do so, we conducted individual interviews and ran design thinking sessions, bringing stakeholders together to analyze the journey, define problems, ideate, and prioritize solutions. After this phase, we quickly prototyped the solutions to test them with internal and external users, evolving and optimizing the usability of the tools.

We created products that truly transformed the entire sales and export journey. Our work introduced a design culture into the company and became major case studies, extending the approach to other departments.

In a long-term partnership, we have been supporting Comida Invisível in optimizing its logistics processes and improving the experience between donors and partner institutions to expand the brand's social impact. The challenge lies in simplifying the food redistribution flow and making it more operationally agile within a complex circular economy chain.

Using agile approaches, together with the client we mapped the service's entire operational journey, from the organizations' backstage to the digital touchpoints of those who donate and those who receive. We redesigned the platform's interface to remove complexity from data entry and optimized the tracking journey to ensure security.

The new app experience significantly simplified and sped up donation registration and distribution, making the circular economy process more attractive, transparent, and efficient in fighting food waste.

How can we speed up the accreditation of new partners and reduce drop-off during the technical onboarding stage of the merchant acquiring platform? The challenge was to lead the visual restructuring of the entire journey and update the platform's brand identity in an agile cycle.

We led a multidisciplinary team in the integrated redesign of every touchpoint: landing page, mobile onboarding flows, the merchant's web tracking area, and the fee simulation portal. We built and documented a complete Design System of components and tokens to simplify the company's software engineering.

We developed a clean, agile, and ergonomically superior onboarding flow that eliminated conversion losses at sensitive steps and established consistent design foundations for future product iterations.

How do you move a platform with a strong culture of analog customer loyalty relationships to high-impact, low-friction digital solutions? The challenge was to deeply understand the everyday relationship of thousands of Zaffari Card users with the loyalty program's benefits and services, and to create an experience that strengthened this relationship with the brand.

We conducted an in-depth field immersion through ethnographic research directly in the group's stores. We closely observed customers' payment behavior, benefit searches, and real usage, turning these insights into prototypes focused on simplifying the checkout journey and benefit lookups.

We delivered functional guidelines and new simplified flows that streamlined how customers check offers and benefits, bringing the convenience of technology closer to the needs of the brand's traditional audience.

How can we optimize the experience of financial solutions on card machines in Brazil's Northeast? The challenge was to take a close look at the silent friction points affecting the daily lives of merchants and cardholders, identifying ways to improve conversion and strengthen the relationship with Sergipe's main bank.

We mapped the end-to-end payments and usability journey of merchants and consumers. Through field research, pain point mapping, and co-creation workshops, we co-created practical initiative sheets for new products and tested high-fidelity prototypes to validate new value propositions with users in a real-world setting.

Uzzer validated a series of hypotheses about what delivered real value to local retailers and sparked a deep internal cultural transformation, culminating in the creation of the first official CX (Customer Experience) department in the bank's history.

Understand how members perceive banking fees and the benefits of the services they receive, and simplify the communication of service bundles.

Through online panels, in-depth interviews, and co-creation workshops involving diverse teams across the organization, we assessed hypotheses and created solution prototypes to simplify members' relationship with service bundles and fees.

After building solution prototypes that offered the possibility of customizing services and fees, usability tests showed a significant increase in ease of use and clarity about services and fees. Another impact was a greater perceived value of research initiatives within the organization, especially because they involved diverse teams such as customer service and support.