Meu TIM

The initial brief was simple and open-ended as that: we're spending too much with customer support, and yet our customers aren't happy, how can you help us? So we sat down as a team and started digging into the potential reasons why, doing our desk research, heuristic analysis and everything that would help us frame a better challenge for this project.

Among our findings, we discovered their app was critically outdated and difficult to use and even understand some times, with a lot of useless information and cross-sell banners and messages out of place. Also, their offerings were a bit confusing and people had a hard time telling their available plans apart. Later on, in the next phase of the project we also found out some of their CS processes were very inefficient at some points.

So we got back at them and reframed the whole project, making the scope a lot bigger and more challenging – just the way we like it. :)

Getting into (both of) our customers' shoes

With the agreement on the new scope and challenges, we started out by interviewing their call-center staff so we could learn more about their daily tasks and really understand their pain points. Then we got our hands dirty and went there to listen to a handful of calls so we could feel exactly how it feels like dealing with customers’ requests all day long – for the most part it's no good, seriously.

Then it was time to learn about the other side of the story: talking to the end customers. We interviewed a few of them and released an online survey to catch more data about their habits, pain points, expectations and frustrations. We weren't surprised that most of our early diagnosis also came up during these interviews and in the survey results.

All this process helped us to come up with a set of simple but powerful drivers that would guide us towards a coherent design solution. At this point we felt confident that we were finally ready to start designing.

Everything in its right place

After doing our research and defining our drivers, we finally got to the most fun part of the job: our Design phase! :)

Our focus was to keep things neatly organized and in their right place so users always know where to go when they need any specific information or want to perform any specific task.

Given our initial challenge of reducing call-center costs, making information accessible and easy to understand was key for our success.

We designed with that in mind, always providing layers of information in every page – from the most detailed to the most generic. By doing so, we assured users will always get the information they need first and then, if they need extra context or more information, they’ll have access to the means to get it.

Here’s a breakdown of how the Talk Time Consumption Details looks like:

The home page – your usage info at a glance

In a similar approach, we decided to make the home page of the app as simple and straightforward as possible. We striped out all the fancy cross/upselling marketing banners, generic communication messages, and anything that was less than crucial for the users.

Instead, we opted for featuring consumption cards showing a summary of the most relevant information from the Consumption Detail pages.