TIM Portais

TIM is one of the largest telecommunications companies in Brazil. As a constantly evolving company, the website needs frequent updates with attention to the smallest details to ensure that all pages contain the most recent information. Additionally, it needs to ensure that the content is accessible to all users at all times.

For this client, I worked directly on updating new offers and partnerships, as well as working on the evolution of the design system modules and the overall accessibility compliance of the website.

For the ongoing page updates, I worked closely with the SEO team to understand user navigation and gather insights to determine what users are looking for and what might be missing from their site visits. At the same time, I worked with Product Owners and partners to apply business objectives to the page in a way that was advantageous for TIM, their partners and the site users.

While working in the evolution team, I collaborated with developers on a comprehensive mapping of the elements used on the pages to improve them, correct any accessibility errors, and facilitate the handoff from the design team to the development team. I also constantly observed our design processes in order to improve our workflow and make our files easier to use for everyone who needed to access them: designers, UX writers, developers, product owners and partners.

TIM’s website was not accessible to all users, resulting in lost prospective customers, decreased sales and potential liability issues.

TIM’s website was not accessible to all users, which led to a loss of prospective customers and a decrease in future sales. Additionally, this lack of accessibility exposed TIM to potential liability issues, as it failed to meet the required standards for inclusivity and equal access. Addressing these issues became a priority to ensure compliance, improve user experience, and capture a wider customer base.

A lot of new partners and offers needed to be added to the product pages without making them overly dense with information or excessively long.

Integrating numerous new partners and offers into the product pages required a careful balance to avoid overwhelming users with excessive information or making the pages excessively long.

There is a very high number of design files that are constantly updated by different teams, which need to be intuitive for all to use.

The project involved managing a vast number of design files that were continuously updated by various teams. Ensuring these files were intuitive and accessible for everyone required establishing a robust organizational system.

Along with my team, I analyzed user research done through surveys and interviews in order to gather insights for the improvement of our product pages and to uncover accessibility issues. By diving deep into the data, we were able to pinpoint specific areas where users faced challenges, which guided our design decisions and enhancements.

To further refine our approach, I also conducted in-house surveys with our team to discover their pain points regarding our processes. Understanding these internal challenges was crucial, as it allowed us to streamline workflows, improve efficiency, and foster a more productive environment.

Through this dual approach—external user research and internal feedback—we developed a well-rounded perspective that informed our strategies and led to significant improvements in both user experience and team operations.

Workshops: Conducted workshops with stakeholders to align our vision and gather insights. I used a variety of frameworks depending on what our objective was for that session. I also conducted educational workshops and seminars for my team in order to educate them on best practices for not only the product, but our processes as well.

Collaboration: Worked closely with product owners and other team members to ensure everyone's voice was heard and all issues could come to light.

Accessibility Tests: Performed tests using screen readers and automatic auditing tools, adhering to WCAG standards. These tests were documented with an actionable roadmap in order to gradually improve our code and design.

Through the work done on the product pages, we managed to increase leads to over 90% on our individual high-end plans. We introduced personalized content and offers based on user behavior and preferences, leveraging data analytics to tailor recommendations. By integrating clear calls-to-action and simplifying the navigation, we reduced the friction in the conversion process. This holistic approach resulted in an increase in leads, as users found the enhanced experience more intuitive and engaging.

After enhancing the accessibility of our page elements, we achieved first place in an audit conducted by Anatel, recognizing our website as the most accessible in the telecommunications segment. This accomplishment was the result of meticulous attention to accessibility standards, including optimizing color contrast, ensuring keyboard navigability, and providing comprehensive alt text for images. Our commitment to inclusivity not only improved the user experience for individuals with disabilities but also set a new benchmark in our industry. This recognition by Anatel validated our efforts and underscored the importance of accessibility in driving both user satisfaction and industry leadership.