The chatbots of OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professional clients on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
CARGO
Product Design Intern
Context
The support teams operated in isolation, resulting in information loss, increased costs, and longer waiting lines, which directly impacted the customer experience. I was responsible for leading the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the processes on a new support platform.
Problems
Confusing reactivation flows, which led users to abandon the process.
Inconsistent language across channels (web, app, chatbot), compromising the clarity of information.
Isolated support channels, with distinct flows and little scalability.
High volume of manual tickets, especially for contract reactivations.
Approach
Conducting heuristic analyses and a complete review of reactivation flows.
Study of market benchmarks to find references.
Review of UX Writing to ensure consistency and clarity across all channels.
Collaboration with support, product, and technology teams to ensure the migration and implementation of the flows.
Applied solutions
Restructuring of Reactivation Flows
Objectives:
Make the flows more intuitive and efficient.
Identify improvement opportunities through heuristic analysis.
Adapt the communication for different platforms (app, web, chatbot).
Results:
Simplified and consistent flows across channels.
Communication aligned with best practices in UX Writing.
Reduction of friction and abandonment in the reactivation process.
Complete review of reactivation flows.
OLX Chatbot – Migration and Platforming
Objectives:
Unify service channels into a single platform.
Standardize the conversational experience across teams.
Reduce operational costs and technical complexity.
Results:
100% of teams migrated to the new service platform.
Centralized and standardized digital support.
More control, consistency, and efficiency in operations.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Chatbot ZAP – Contract Reinstatement
Objectives:
Reduce tickets regarding contract reinstatements.
Promote customer autonomy in simple processes.
Make the flow faster and more intuitive.
Results:
Complete redesign of the flow in the chatbot.
Reduction of 42% in contract reinstatement tickets (Mar/23 × Mar/24).
More agility and less dependence on human assistance.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction in manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Learnings
Automation only works well when it is considered along with experience. In this project, small adjustments in language and structure had as much impact as the choice of technology. The game changed when we understood that, instead of simply migrating the platforms, we needed to change the way the user was guided at each step.
Smooth Scroll
This will hide itself!
This will hide itself!
Chatbot on the front line
OVERVIEW
The chatbots of OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professional clients on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
CARGO
Product Design Intern
Context
The support teams operated in isolation, resulting in information loss, increased costs, and longer waiting lines, which directly impacted the customer experience. I was responsible for leading the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the processes on a new support platform.
Problems
Confusing reactivation flows, which led users to abandon the process.
Inconsistent language across channels (web, app, chatbot), compromising the clarity of information.
Isolated support channels, with distinct flows and little scalability.
High volume of manual tickets, especially for contract reactivations.
What I Did
Improvements in the Help Center
Based on the pain points mapped during the discovery, we implemented solutions aimed at reducing tickets, increasing user autonomy, and improving the support experience.
Ad Refusal Inquiry
We created a page with clear explanations and links to policies, allowing users to understand and resolve the issue without contacting support.
→ Result: ~995 tickets avoided per month.
Duplicate False Tickets
We launched a page that shows the status of open requests, with clearer communication and guidance for users to wait for a response, avoiding the opening of new tickets for the same problem.
→ Result: Reduction of 49% in duplicate tickets (Aug–Nov/23).
Fraud Blocking
We created a monitoring page to identify and communicate with customers blocked due to fraud. The communication became more accessible and connected with the company’s policies.
→ Result: Decrease of 7% in tickets regarding blocks (Aug–Nov/23).
Incident Communication
We implemented a status page with updates on operational incidents. Now, when something unusual happens, users can check what is going on and understand if the problem is being resolved.
→ Result: Reduction of 66% in tickets related to incidents (Mar/23 × Mar/24).
Applied solutions
Restructuring of Reactivation Flows
Objectives:
Make the flows more intuitive and efficient.
Identify improvement opportunities through heuristic analysis.
Adapt the communication for different platforms (app, web, chatbot).
Results:
Simplified and consistent flows across channels.
Communication aligned with best practices in UX Writing.
Reduction of friction and abandonment in the reactivation process.
Complete review of reactivation flows.
OLX Chatbot – Migration and Platformization
Objectives:
Unify service channels into a single platform.
Standardize the conversational experience among teams.
Reduce operational costs and technical complexity.
Results:
100% of teams migrated to the new service platform.
Centralized and standardized digital support.
More control, consistency, and efficiency in operations.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Chatbot ZAP – Contract Reactivation
Objectives:
Reduce tickets for contract reactivation.
Promote customer autonomy in simple processes.
Make the flow faster and more intuitive.
Results:
Complete redesign of the flow in the chatbot.
Reduction of 42% in contract reactivation tickets (Mar/23 × Mar/24).
More agility and less dependence on human assistance.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction in manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Learnings
Automation only works well when it is considered along with experience. In this project, small adjustments in language and structure had as much impact as the choice of technology. The game changed when we understood that, instead of simply migrating the platforms, we needed to change the way the user was guided at each step.
Smooth Scroll
This will hide itself!
This will hide itself!
Chatbot on the front line
OVERVIEW
The chatbots of OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professional clients on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
CARGO
Product Design Intern
Context
The support teams operated in isolation, resulting in information loss, increased costs, and longer waiting lines, which directly impacted the customer experience. I was responsible for leading the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the processes on a new support platform.
Problems
Confusing reactivation flows, which led users to abandon the process.
Inconsistent language across channels (web, app, chatbot), compromising the clarity of information.
Isolated support channels, with distinct flows and little scalability.
High volume of manual tickets, especially for contract reactivations.
What I Did
Improvements in the Help Center
Based on the pain points identified in the discovery, we implemented solutions focused on reducing tickets, increasing user autonomy, and improving the support experience.
Ad Rejection Inquiry
We created a page with clear explanations and links to policies, allowing users to understand and resolve the issue without contacting support.
→ Result: ~995 tickets avoided per month.
False Duplicate Calls
We launched a page that shows the status of open requests, with clearer communication and guidance for users to wait for a response, avoiding the opening of new requests for the same issue.
→ Result: Reduction of 49% in duplicate tickets (Aug–Nov/23).
Fraud Blocking
We created a monitoring page to identify and communicate blocked customers due to fraud. The communication became more accessible and connected with the company policies.
→ Result: Decrease of 7% in tickets about blocks (Aug–Nov/23).
Incident Communication
We implemented a status page with updates on operational incidents. Now, when something unusual happens, users can check what is going on and understand if the problem is already being resolved.
→ Result: Reduction of 66% in tickets related to incidents (Mar/23 × Mar/24).
Applied solutions
Restructuring of Reactivation Flows
Objectives:
Make the flows more intuitive and efficient.
Identify improvement opportunities through heuristic analysis.
Adapt the communication for different platforms (app, web, chatbot).
Results:
Simplified and consistent flows across channels.
Communication aligned with best practices in UX Writing.
Reduction of friction and abandonment in the reactivation process.
Complete review of reactivation flows.
OLX Chatbot – Migration and Platformization
Objectives:
Unify service channels into a single platform.
Standardize the conversational experience among teams.
Reduce operational costs and technical complexity.
Results:
100% of teams migrated to the new service platform.
Centralized and standardized digital support.
More control, consistency, and efficiency in operations.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Chatbot ZAP – Contract Reactivation
Objectives:
Reduce tickets for contract reactivation.
Promote customer autonomy in simple processes.
Make the flow faster and more intuitive.
Results:
Complete redesign of the flow in the chatbot.
Reduction of 42% in contract reactivation tickets (Mar/23 × Mar/24).
More agility and less dependence on human assistance.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
False Duplicate Tickets
To reduce duplicate tickets, we created a page that shows the status of the support, with clearer communication and guidance for the user to wait for a response, avoiding the opening of new tickets for the same issue.
Result: decrease of 49% in duplicate tickets between August and November, reaching the lowest number of the year 2023.
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction in manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Learnings
Automation only works well when it is considered along with experience. In this project, small adjustments in language and structure had as much impact as the choice of technology. The game changed when we understood that, instead of simply migrating the platforms, we needed to change the way the user was guided at each step.
Smooth Scroll
This will hide itself!
This will hide itself!