Redesign a hub for over 10 services
UOL, the leading Brazilian digital content, technology, and services company, has over 2.5 million subscribers and leads globally in Portuguese-language content. With over 7.4 billion monthly page views and 114 million unique visitors, it offers various services, including UOL HOST/UOL meu negócio, a major market player in hosting, cloud computing, e-commerce, and domain register, supporting developers and entrepreneurs in building their online presence.
Redesigning often requires understanding historical context and navigating complex scenarios, and this project was no exception. The login area for this product served as a central hub, connecting over 10 services, which demanded coordination across multiple teams and clients. The interface was outdated, with inconsistencies in workflows and usability. Our goal was to modernize the interface and enhance the user experience.
My team and I were responsible for designing a new concept in collaboration with technical and product teams to deliver a better experience for our clients.
From the beginning, I managed the project, providing support to a senior designer on my team. When the designer left, I took the lead in developing the main concept and managed several tasks until a replacement was hired to continue and further refine the project.
SKILLS: creativity . organization . strategic thinking . planing
This was a large-scale project with significant challenges, particularly in terms of its impact on the business and clients. Key challenges included:
Improving the client experience, as users struggled with certain products.
Enhancing communication to address misunderstandings, which had led to cancellations.
Identifying new opportunities for sales and client retention.
One of the greatest challenges was fostering collaboration and engagement across all teams, ensuring everyone felt part of this transformative process.
Our process involved several key steps:
Analysis
Conducted an analysis to understand the scenario, including navigation mapping and context studies.
Insights
Reviewed data and insights gathered from an online questionnaire completed by clients
Profiles
Analyzed and understand user profiles created from the data and hypotheses.
Collaboration
Collaborated in workshop with designers and developers to co-create solutions.
Benchmarking
Benchmarked usability and visual design practices from strong competitors.
Refinement
Defined and refined the concept through ongoing team discussions and feedback.
Presentation
Presented the final concept to stakeholders at various levels.
Transition
Transitioned to a new designer tasked with continuing the project.
Release
The interface was ultimately released after I had left the company.
We designed a concept that transitioned seamlessly between desktop and mobile platforms, ensuring adaptability across various scenarios and workflows. The new interface prioritized openness, clarity, and a more engaging visual communication style, with a well-structured layout for all essential features.
Old interface
First drawings
Final concept
In production
This project delivered several meaningful results. One of the most significant achievements was fostering collaboration between designers and developers, including co-creation sessions and detailed feedback on the interface. The design team established effective routines for discussions—such as evaluating components for consistency across different products—to ensure usability and reduce the client learning curve.
Other measurable outcomes included increased sales through successful cross-selling, boosting revenue by 2%.
However, the team continues to face challenges in creating a cohesive navigation experience across multiple products, which remains a work in progress.
Managing a large project like this highlights the importance of engaging the team and co-creating with them. Designers, developers, and other stakeholders are integral to the process. Establishing a routine for regular discussions and creating a space for ongoing collaboration ensures alignment and consistency across teams. Shared documentation also helps maintain cohesive visuals, interactions, and workflows.
Flexibility is critical when dealing with complex projects involving many stakeholders. A macro plan provides direction, but clear and consistent communication is essential to maintain alignment and ensure smooth progress.
It’s also important to recognize that not all projects will be released as envisioned. Challenges, especially around navigation and consistency, are inevitable. These require time, patience, and persistence. Resilience is key to overcoming frustrations and achieving the final goal.