Globo Account
Project start: Nov 2020
Timeline: 12 months
Services: UX, UI, User Research and Data Analytics
Platform: Responsive Website
About the project.
Our users can utilize their 'Conta Globo' (Globo account) to access all of Globo's websites and apps. Within this account, users have the ability to oversee their personal information and subscriptions. The team responsible for safeguarding user's personal information is the GloboID team, while the Sales Journey team is entrusted with managing user subscriptions and payment details.
Sales Journey team
Payments informations
GloboID
Personal informations
Millions of users use their account in a daily basis to solve many different problems
+ 137 million
registered users
+ 481 thousand
total page views in the Conta Globo per month
Challenge.
To ensure that users can effectively address any issues they might encounter, the account platform must function correctly. However, it wasn't performing as intended in 2020. We encountered various challenges, including outdated code, lengthy loading periods (approximately 13 seconds), and an information architecture that couldn't accommodate the complexity of our portfolio – encompassing new payment methods, products, and partnerships.
Consequently, in October 2020, the development team made the decision to completely rebuild the account platform. The primary goals were to update the code, enhance performance, and facilitate future maintenance. Seizing the opportunity, we also redesigned the entire user experience. This redesign aimed to enhance user comprehension and empower them to independently resolve their issues.
Screen recording of a user accessing the old platform. The page load time was about 13 seconds!
My role.
I worked as a Product Designer, working closely with a Product Manager, Developers and Executive Stakeholders. I worked on the discovery process, data analysis, research, sketches, prototypes, usability testing and final screens.
Design tools.
Figma
Miro
Mural
Notion
(Old but gold) Pen and paper
Research.
Accurately identifying the problem is a pivotal aspect of finding a solution. Alongside the design team's expert analysis, which encompassed various methods such as card sorting, desk research, competitor analysis, and data analysis, several discussions were essential. These conversations aimed to comprehensively diagnose platform issues from different team viewpoints, accumulating a wealth of information in the process.
We engaged in sessions with executive stakeholders to comprehend their requirements. We collaborated with the call center team to gain deeper insights into the most frequently reported issues. We liaised with the product teams to grasp the essential requisites for the subscription management environment. Aligning with the development team, we established the parameters for the redesign process. Additionally, we directly observed users as they attempted tasks, often encountering challenges and failing to accomplish them.
Screenshots of some of the dynamics made: Product Backlog Building and Discovery with Executive Stakeholders.
Screenshots of some of the documentation created in the discovery process
Photos of some of the sketchs
One of the user flows created to understand every different scenario
We have identified several issues:
After a period of time, the information started to repeat itself and the feedbacks we found always ended up reinforcing the same topics. Eventually, we attained a precise analysis of the issue: the payment data management experience was excessively inflexible and lacked effective communication:
1.
At different moments, users were uncertain about the status of their payments due to a lack of visibility into the process.
2.
The platform exhibited a lack of proactivity in assisting users with problem resolution. The user flows were unintuitive, and the provided information often caused confusion.
3.
Development posed challenges and faced stagnation. This prevented us from capitalizing on opportunities to craft a personalized experience aimed at retaining users through the introduction of new products.
Information Architecture.
Financial environments involve sensitive experiences as they pertain to individuals' payment information. A confusing message, a misplaced button, or even a slight delay in response to a payment request can spark inquiries and undermine user confidence.
The redesign of the subscription management platform had to prioritize clarity and assertiveness. This approach aimed to empower users, allowing them to confidently oversee the products they opted to subscribe to while affording the flexibility to modify their payment methods and subscriptions at any time. Moreover, it was more very important that we adeptly manage intricate processes, including addressing payment issues, resolving debts, addressing suspected fraud, and handling cancellations.
When it comes to subscription content products, Globo has the particularity of having a wide variety of offers, with several combinations of Globo products with partners (Deezer, Disney+, Apple TV, Discovery+, etc.), different renewal frequencies (monthly , per season, annual and even biannual) and forms of payment (credit card, debit card, automatic debit, digital wallets, etc.).
Finally, the user's subscription goes through different status: it can be "active" and regularized, "suspended" due to payment problems, "cancelled" or even in "subscription change".
​
All these possibilities generate great complexity when it comes to creating a single platform that manages subscriptions to all these products. A good part of the work when designing the screens was to create the different variations necessary for the possible scenarios, how each situation would behave in the experience and systematize the environment in a way that we could attend to future new possibilities of variation without having to develop the interface all over again.
Variations of components used in the construction of the payments page:
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subscription status (active subscription, suspended subscription, pending payments, canceling subscription, canceled subscription, courtesy subscription, subscription change),
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means of payment (play store, app store, credit card, activate partnership with Claro Tv, Roku TV, among others),
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plans (monthly, annual, biennial and seasonal plan)
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and some of the products we serve (Globoplay, Giga Gloob, Tele cine, Cartola, Combate , Premiere, Disney+, Discovery+)!
The list of pages of a figma file. Each page is a different variation of the same screen showcasing user's payment and subscriptions details.
UX Writting.
A significant issue with the previous platform was the absence of clarity in messages and support texts. Frequently, a uniform generic message was utilized across various scenarios. This approach fell short in adequately explaining the situation and failed to aid users in problem-solving.
Our focus lies in crafting tailored communication for each unique situation and product variance. This encompasses factors such as renewal frequency, payment methods, and subscription status. The objective is to facilitate users in accomplishing essential tasks and fostering a comprehensive understanding of their subscription's status.
For more delicate processes, like resolving payment issues or regularizing subscriptions, an even greater level of care was essential in communication. This approach aimed to sensitively guide users on resolving matters without causing embarrassment, exposure, or confusion.
A single generic payment error message turned into seven messages for each specific case.
