2019-2020
SERVICE DEISGN • BRANDING • UX/UI • DEV 
MOBILE APPLICATION + DESKTOP ADMIN

24help was just an idea when we started. The goal was to build an application that would connect everyday users to service providers in case of emergencies, such as plumbers, electricians, locksmiths; but also for planned and recurring things like painters, gardeners, pet sitters etc.

At this stage, the market lacked in competitors in this field, so we had a big opportunity to make something awesome. This was a big project, that involved branding, research, ux/ui design and development for 2 applications (one for users, and other for service providers) and a admin system.

Well, the first thing we need to do was get to know the market and grasp what was the problem we were going to solve with this service. To do that, we planned a research in three fases: the first one to learn about the business, competitors and stakeholders. Second, to comprehend the context of the service providers that were to use this app as a tool to work. And third, to find out about final users that would request the service.

We applied plenty of research tools to get all the data we needed, such as: quantitative surveys, focus groups, interviews, benchmarking etc. To get everything to make sense, we mapped the pattern of informations throughout different methods, set the basic requirements for the result and translated that into job stories.

The output was organized in directions for different aspect of the business: digital product and real-life service. As well as opportunities that weren't previously planned. We delivered the research data and conclusions in a 250+ pages report.

This material was used to build the product branding, and later on, the user experience flow and interface of the app and admin. Here is some of the implementation.

This was my first big research as service design lead, so I learned not only technically (although a lot of this too!), but mainly leading the project, delegating and organizing tasks, and talking with our client. I had to solve several issues related to outside interference in our work process, as well as translate our results visually, in a way that the client could perceive its value. In the end, the final result received a lot of compliments! 

But during this project I realized how much it's important to make our process really understood. Especially when we're talking about design research. I learned that it's our job as designers to educate the clients and reinforce the difference this makes in their business.

What I've learned

Who worked on this

what i've worked on

Creating a digital service from the ground up, we had the goal to facilitate people's access to everyday service providers, such as plumbers, painters, and private teachers.

24help

2020
SERVICE DESIGN • UX/UI • DEV
WEBSITE

PUBG was the first game of its kind, leading the genre of battle royale. And so as the company expanded throughout the world, they needed a website that represented the unique vibe and story behind the action. 

To get to the best result possible, we started the project applying our Discovery process. Our main goal here was to understand how to best convey an user experience that pleased different culture gamers. To do that, we had to understand their relation to this game and others as well.

We started the research really understanding the context. We applied a workshop with the client to comprehend what were the facts, hypothesis and questions they had about the website as a result. We also did a benchmark research, to understand what were the do's and don'ts for battle royale games websites. We evaluated competitors and references.

As we started to learn about the gaming universe, we mapped out the criteria for data collection. Going from numbers and metrics in Google Analytics and Hotjar, to more qualitative and behavioral insights from interviews, surveys and netnography (an immersive research on online communities and their social interactions).

Here, we learned a LOT. We talked to gamers from different countries in Europe and South America. We got survey answers from all across the world, but mainly from Asian countries. We got to understand the dynamics of interaction on Twitter, Twitch lives, Discord channels and Telegram Groups. I gotta say thanks to Google Translate for translating so much data for us.

From all of that, we mapped 84 itens regarding: User profile, What the user likes, What the user doesn't like, What info they seek, Perception of the site, Relation to e-sports, Main references. We condensed that info into 5 requirements for the UX/UI design professionals, they were used as a guide and inspiration for the next step.

Here's a little bit of how the research data was applied, and the website turned out super awesome :)

This project was a big challenge for me. It was my first international research, so I got out of my comfort zone a lot. All the effort and presentation anxiety paid off though. At the same that I was insecure about my english at the time, I was so proud of the high quality research we delivered, and of course, seeing the final result later on was really fulfilling too.

I learned that if I have the tools and freedom to apply my knowledge, I will do a good job, despite eventual hurdles on the way.

ALAN MARANHO
FERNANDA BOCCHI

DEVELOPMENT

PUBG is the pioneer game in the battle royale genre, and it needed a website to show its presence and style, considering the opinion of the community that makes it special.

PUBG

2019 - 2020
SERVICE DESIG • UX/UI • DEV 
DESKTOP SYSTEM  + APP

Agrotopus is an agritech startup, that offers digital solutions for medium and small farms. The product focuses on helping with the farm management, which involves staff, crops control and financial administration.

Our goal was to understand the user and their context, and bring the best solutions design-wise. This was a very specific situation, so we really needed to dive deep into the subject.

The project started with a field research. We made our way to Varginha City (in Minas Gerais state), 1000km from where we were based. There, we observed how things worked in coffee farms. From putting the seed in the soil, to harvesting and processing the grains, until they were packed and ready to sell. During this time, we also interviewed everyone who was involved in the process.

We visited different farms, some that were very advanced digitally, and others that did things the traditional way. We got to understand the farmers interest in an app that would help them daily, and how it could actually solve some of their problems, while other issues were beyond control (such as weather and products prices).

We turned all the insights into a big list of directions and requirements, as well as a service blueprint showing how they would be applied in the business. Having the UX/UI Designer participating on the research, also made a big difference in how the interface came out.

After a first prototype was built, we came back and applied an usability test with the users. This time, we got even more feedback. The interface was developed and launched as a MVP version on big Agriculture Fairs. The public response was very positive, and was even broadcast on TV.

This was one of the most memorable projects I worked on. Since I got to know about a topic that is so outside my routine, the contact with such a different reality showed me how important it is to actually empathize when designing. I say this because it is very easy to understand people that are like you, or agree and believe in the same things you do. But it's very hard to do that on they are on the opposite side, mainly when you are in a professional role. In spite of that, recognizing and being in contact with distinct humans, makes us understand how little we know, and how much more we can always learn with everyone.

Building an application that helps farmers manage their crops, Agrotopus focuses on small and medium producers of the best coffees in Brazil.

Agrotopus

2019 - NOW
SERVICE DESIGN • UX/UI • DEV 
CAREER MENTORING + TECHNICAL ADVISE + TEAM BUILDING + PRODUCT TEAM MANAGEMENT

In 2019 I started as Service Design Lead, with a small team of 3 (with me). At this time, I also had my hands on projects, being part of the process; but I also had to deal with clients and manage my coworkers, helping them with tasks and organization, but also with more personal concerns relating to their jobs. In that time, the team grew and so did I.

Two years later (2021), I got promoted to Head of Operations. So things escalated quite a lot: now I had a team of 15 people that were in 3 different areas: Service Design, Product Design and Development. This was quite a challenge, still, it was a need of the company at the time, so I decided to take it on. 

I had a lot of long term plans for my management. We didn't have a clear process to deal with people: from onboarding, to follow-up meetings, promotions and role definitions. Everything was done offhandedly. I want to expand what I began with the service design team, to organize and give real structure for the team to grow and learn.

It was hard. Having all those tasks wasn't easy to begin with, but I had to solve quite a lot of unexpected issues along the way. Project problems, people problems, company problems, world problems (you know the one I'm talking about). But! I believe I did it. So here's a little bit of my work on that front.

*some images in this article were redacted for confidentiality reasons

Feedbacks, mentoring and IDP method

From the start of my position as a leader, I created a routine of talking to my team members in 1-1 meetings, always with the goal to listen and understand their concerns, needs and growth. As I gained more experience with this, I also practiced mentoring them. Guiding them to work on their potencial as professionals, bringing tools and resources so they could build up more experience, and sometimes just being someone they could talk to.

At the same time, I knew they also needed feedback from their teammates. So I built a 360 feedback system. Each quarter each area answered an online form to evaluate the people they worked with and themselves. With these feedbacks, we started having metrics, but never giving up on the open answers, of course. Since this method was anonymous, everyone contributed wholeheartedly with pointing out the best traits and what needed to be better for each member.

Later on, I studied and applied the IDP method (Individual Development Plan). With all the history and feedbacks, each person chose something they wanted to learn or get better at. They had to pick a technical and a behavioral goal. As they reached that target, we moved on to others. Of course, that development always counted a lot in their promotions.

Career path and responsibilities

I drafted a first version of what were the expectations for each professional level (beginner, intermediate and senior), considering behavioral attitudes and technical know-how. Then, I sat down with each team to reach a point of agreement for everyone. I honestly believe that to be a compromise between everyone, since it would affect them directly. The result helped them understand what they had to work on to get to the next level.

Team building

I always was very conscious of my technical limitations regarding areas that weren't my expertise (such as product design), and specially areas that weren't in my knowledge base at all (such as development). I learned a lot, and still am learning). But my focus was to take care of the team, so I brought a specialist to each team, to lead technically and be a reference to the ones that were still gaining experience. 

With this structure, I had time to focus on the professional e personal development of each member of the operation.

Hiring process

To build and grow my team, I also had to find the right people. I tested various methods related to this process: from online forms to talent hunting. I came to learn how each way would work depending of the profile I wanted to hire. I already had much experience interviewing people. But I found out how different it was, when we were talking about a job application. 

Most of all, the main knowledge I got and that I keep applying, is to make the person feel comfortable enough to show who they really are. During interviews, technical tests or presentations. Because that's who the person is going to be on day-to-day work.

Project problem solving

When we put a group of people together, a lot of great things can be done. But at the same time, having different ideas, backgrounds and world views can result in complicated problems. When we put that group (team) to provide something for an entirely different group (client), things can get even more tangled up. In the majority of cases, everything is solved with communication. 

My role in this matter was to be a facilitator for conversations. Understanding all sides and getting everyone to reach a point of compromise. There were many times where I had a hard time doing that, and there were times I failed. But with each experience I got to figure out what was needed in each situation, since every project, client and team is distinct.

And a lot more!  If you want to know, let's talk :)

I've worked on

24help

PUBG

Agrotopus

Leadership & Management