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Editorial Globo

The projects carried out for Editorial Globo were diverse, covering the magazines Glamour, Marie Claire, Vida de Bicho, the CBN application, O Globo Jornal and Techtudo. The challenge included creating new designs and components for a platform migration, as well as incorporating new features to improve KPIs, and improve the user experience. The process of improving Editorial Globo's digital products involved tasks such as the implementation of user research, creation of user analysis, user flows, metrics analysis, people development and AB testing, usability and heuristics tests, as well as the creation of new Design Systems, wireframes, layouts, components, process documentation, sprint planning, and a lot of multidisciplinary communication with stakeholders, programmers, metrics team and Product Owners. My commitment to the company was always to offer an analytical and creative perspective to create accessible, simple and intuitive experiences.

WORKING FOR Editorial Globo

Working with Editora Globo in recent years has been an intense and enriching learning experience, which extends beyond the technical field to encompass the profound impact of collaborative, strategic and organized decision making. This journey has given me the opportunity to test hypotheses, conduct in-depth user research, and explore creative alternatives to solving UI and UX challenges. In essence, my experience has been enriching in several dimensions. Collaboration with multidisciplinary and professional teams has fostered a dynamic work environment. Creatively, I have been able to design innovative solutions and the breadth of my experience lies in exploring various alternatives based on user research on a wide range of products within Editorial Globo. This journey has not only deepened my technical expertise, but has also enhanced my ability to visualize and contribute to the broader impact of decisions made collectively, strategically, and with organizational precision.

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CASES

The following cases are examples of the development of different processes and methods for solving detected UX problems and designing new proposals to improve the user experience. The cases are presented in two large areas of UX: UX Research and UX-UI Design.

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UX RESEARCH

UX research and analysis serves as a crucial tool for understanding the dynamics of Globo's digital products and guides the approach to tackling new challenges in enhancing their features, usability, and overall user experiences. Throughout my initial year at Globo, I focused extensively on UX analysis and research. Macro data visualization, CTR, and flow analyses, were use as a big compass to understand our products, stakeholders and users as general method approach, complementing with other methods that help us to understand both quantity and quality information: Google Analytics Metrics (CBN Website, Crescer, O Globo e-commerce, Tech Tudo, QUEM ): Analyzing user metrics through Google Analytics provided insights into user behaviors and interactions. The first view to understand the product context. Hotjar Heat Maps (Glamour, Crescer): Utilizing Hotjar heat maps for magazines allowed me to visually understand user engagement and preferences on the platform. Users flow to encompass our understanding of preferences inside our product. Heuristics Tests (CBN, Globo Rural, Tech Tudo, Crescer, Quem, O Globo): Developing heuristics tests helped assess the platform's usability against established principles and best practices. Persona Profiles and Interviews (Quem, Tech Tudo): Conducting persona profiles and interviews enabled a deeper understanding of user and stakeholders needs and preferences in a face to face quality research. Flow analysis is a pivotal component of our UX strategy, acting as a bridge between heuristics tests and insights into how users interact with pages, components, and the information architecture across our digital products. It allows us to understand user navigation patterns and provides valuable information on areas for improvement and the design of new engagement strategies. Double diamond and Design Sprint for Discovery process. Always with a User Centered Design and Design Thinking focus, the part that I enjoy the most, is the Discovery. This basic background took force during my last year, working for Editorial Globo and help me to support my team to dive in to a deep understanding of the impact of UX research to develop the Discovery process for all our products. All this information was instrumental in supporting my hypotheses and decision-making processes. The aim was to optimize various conversion metrics, including page views, content recirculation, marketing and business strategies, sales, subscriptions, and gathering strategic user information. Feel free to explore these UX research cases to gain a more comprehensive understanding of my work in UX research and analysis with Editorial Globo.

Case 2

O Globo E-commerce  UX flow research

O Globo E-commerce needed to improve its sales flow. One of the biggest challenges was understanding the weak points compared to another big Globo platform: Globo Play. Comparing these two major e-commerce flows, we focused on understanding how to make the decision-making steps easier for our users, and make each step clear and available. We also recommend an A-B test to validate any flow hypotheses.

Case 1

CBN, Empathy map and experience improvement

The CBN app has shown declining metrics on its downloads, user usage time and page views over the past year coinciding with some ADS modifications. UX analyzes showed how users were affected (not only in numbers but in experience) on some heuristics and emotional ground rules of users. An empathic map showed that the user experience was frustrating during use due to ADS contamination, the quantity and quality of content was affecting the entire user experience.

Case 3

QUEM  
Research
y Discovery

The QUEM magazine case is one of my best documented works. The UX research process has been the most complete, incorporating hard data from Google Analytics from the last period of 2023 and first period 2024, which was the time after the first detection of audience decline (first period 2023) and its partial recovery (second period 2023). Data from interviews, analysis of entry flow to pages, preparation of Benchmarking, brand exploration and Discovery, interview with users and stakeholders. Currently, we are in the evaluation stage of new proposals for increasing KPIs, PV, new features, improving content flows, content recirculation, engagement, as well as user profile renewal. According to the presentation of data and metrics, the drop is related to the migration of an information presentation system called Backstage.

UI-UX Design

Case 4

Tudo Sobre 2.0

E2E UX-UI Design:
Techtudo, O Globo, Quem, Autoesporte 

Tudo Sobre 2.0 es una página de inicio para Tech Tudo, O Globo y Quem tanto en escritorio como en dispositivos móviles.Tiene como objetivo crear componentes que ayuden al robot de Google a mejorar el posicionamiento web de contenidos. Tudo Sobre 2.0 hizo que fuera más fácil para nuestra audiencia interactuar con nosotros al mostrar todo sobre un tema específico en una página, compartir enlaces a contenido relacionado, responder preguntas frecuentes, compartir imágenes, noticias e información técnica.

Case 5

CRESCER projects and UX-UI improvements

Crescer is one of the most visited parenting magazines in Brazil. After the PV drop in 2022, we started making small but very significant improvements to improve KPIs. The reevaluation of the user experience and the creation of new Features has sought to increase PV as well as the recirculation of legacy content from the digital Magazine. The analysis of these metrics and a Benchmarking of functionalities in the Brazilian market with similar products have served to reinforce the brand values and seek authority in the content sector in its market. Achieving a general increase in CTU and opening of content through Newsletters.

Case 6
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