Vivo (Telefônica Brazil) | My Requests's feature
Mission
Reduce the volume of customer service calls and operational costs by transferring key support requests to the new Vivo app, giving users greater autonomy and faster resolution while improving efficiency for the company.
My Contribution
As the Product Designer responsible for the end-to-end experience, I led the design process from discovery to delivery, collaborating closely with the Product Owner, Scrum Master and Software Engineers.
My main contributions included:
Conducting market research and benchmarking with banking, delivery, and airline apps.
Mapping and designing the request creation and tracking flows.
Designing new components for the Design System, including a custom attachment uploader.
Planning and running usability tests with real customers via Lookback.
Delivering accessibility documentation and developer handoff in partnership with the development team.
Results
Launched the “My Requests” feature in the app in Q1 2024.
Achieved a 41% reduction in call center volume within the first month post-launch.
Enabled full in-app resolution for four major request categories.
Based on the success of Phase 1, the project expanded in 2024–2025 to include five new categories handled asynchronously.
Company
Vivo (Telefônica Brazil)
Type
Product Design
Year
2024-2025
Process
The project started with a clear goal: identify the main customer pain points behind phone contacts and design a self-service experience within the app.
After several discussions with the PM, SM and software engineers, the team prioritized four high-impact topics:
Installation address change
Portability issues
Online store assistance
Billing problems
Key findings from early research:
Some cases required specific data input before forwarding to support (e.g., scheduling a technician visit).
The asynchronous chat did not solve the lack of request history.
Users needed transparent tracking through status updates and notifications.
Together with the content designer, we defined five key request statuses:
In progress, Awaiting your response, Expired, Canceled, and Completed.
The Expired status reflected existing SLAs — initially 48 hours, later refined to 24 hours after release.
Outcome
During delivery:
I designed the four request creation flows and the request tracking flow, reusing existing components (such as those from the Billing Center) to optimize development.
Conducted usability tests with 7 real customers (both prepaid and postpaid), selected based on engagement level and prior experience contacting support.
Users understood the flow easily but had difficulty finding the feature’s entry point, leading to a recommendation to improve visibility in future iterations.
After stakeholder validation, I completed full accessibility documentation following the company’s screen reader standards and handed off the designs to development — which was involved throughout the process.
Following the success of the first release, the feature expanded in H2 2024 to include new request categories:
Technical visit issues
Installation assistance
Equipment return
Ownership transfer
Billing due date change
By mid-2025, all new topics had gone through the same discovery, testing, and delivery process with proper documentation and accessibility compliance.
