Website Redesign
TIM
About the Project
TIM was creating its new brand positioning - "Imagine the possibilities" - emphasizing the conection between people and content they love and want. For that, the company decided to avoid focusing on lower prices and highlight the qualities and possibilities it’s plans offer instead.
Also, the client was about to start its digital transformation when COVID-19 came and accelerated the need for a modern and user-friendly acquisition flow.
To do this, TIM relied on Accenture Interactives Experience Design Team to envision the future of its digital channels, designing a user-centric experience that fits its customer behavior and defining its digital strategy.
People use the TIM portal mainly to choose a plan and self-service. The website must support that and promote a task-driven experience.
Design process
We designed tons of versions to find the right product interaction framework considering the main flows:
- How to provide easy and self-service features for clients?
- How would users choose and hire TIM services?
- How should be the digital acquisition flow?
- How to welcome the customers and deliver a content screening experience?
I led a five designers team to explore those flows. Every couple of days we were sharing our explorations and debating ideas to bring it all together in a solid product, we also brought the client to the table who was following checkpoints and telling us what we should focus on in terms of information.
At the same time, we were also looking at the IA of the portal, running a tree-test and coming up with a new strategy that would allow us to organize a menu that reflects what people were searching for and that facilitates the maintenance of it by TIM during its product and offer evolution.
To make it work it was necessary to have a very solid Information Architecture Strategy to ensure the channel's role is not distorted.
An IA that at first reflected the organization’s structure became a four-link menu:
- Plans: evidence the entire portfolio of TIM's sales network
- TIM Store: Exclusive content for the marketplace. (Smartphones, accessories, and gadgets)
- About TIM: Show the brand values and the advantages of being a customer.
- Service: Serves customers (with recurring shortcuts, sales, and help) & non-customers (with help and content), in addition to contact information.
Envisioning
During interviews we've found a clear difference between customers and prospects navigation, those who already were clients were being received by promo content. Meanwhile, the ones who wanted to find a new plan was having a hard time finding exactly what they want in the middle of a content organization that was reflecting the company’s internal structure.
Neither scenarios were working out for users, so how could we design the new portal and build a new and future proof Information Architecture that attends those different goals?
We started by simply asking users what their intentions were during each portal access, that's how we created Martim (which later became Tais, a very Brazilian name - TIM Artificial Intelligence System) a Virtual Assistant that would welcome and guide you throughout the TIM portal.
Our main goal was creating an experience that makes it easier to find a plan that better fits users’ needs and avoids post-acquisition frustration by informing them with details about all the services and features included, and how they would use and enjoy each one.
Interviewing real users we found two very different mindsets, those who are truly interested in what the plan can provide, and the ones that will simply look at the price versus GB combo.
So, instead of selling a mobile plan, we rebranded it as a solution embracing TIM's new lemma - Imagine the possibilities -. From now on The TIM Portal assumes an aspirational communication putting a light on how it connects people with their favorite content but still allowing a quick understanding of the service itself and how does it compare with the competition.
We kept that in mind during designing and came out with a Product-Page Template that fits both mindsets.
Production & Design System
Once we had the Product's Vision, it was time to bring life to it and start the production phase, now focusing on creating templates, modules, components, and tokens for TIM's Design System.
We developed 15 templates, 66 modules and countless components all designed in 4 months. I was ahead of design, IA, research, and client presentations counting with an incredible team of 2 designers and a UX writer. Every week we focused on one template, first mapping all the content that would go in it, wireframing, designing, and then approving it all with stakeholders.
Once the first Product Page was online we received the news of increasing 136% the time spent on the pages and generating a qualified lead, also we got a real customer review saying:
“It doesn't seem like a plan at all, it was like I was signing an advantage club.”
Team
- Renata Freeland, Design Director
- Bruno Vaz, Lead Designer
- Raphael Barreto, Lead Designer
- Arthur Almeida, Product Designer
- Kairon Sarri, Product Designer
- Glauber Sampaio, Product Designer
- Danilo Amorim, Product Designer
- Raquel Garcia, Product Designer
- Lohan Tostes, 3D artist/Motion Designer
- Iana Alves, UX Designer
- Sabrina Adorno, UX Writer
- Sandro Barreto, Project Mananger