The chatbots from OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professionals on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
LOAD
Product Design Intern
Context
The support teams operated in isolation, leading to information loss, increased costs, and longer wait times, which directly impacted the customer experience. I was responsible for conducting the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the workflows 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 reactivation.
Approach
Conducting heuristic analyses and a complete review of the reactivation flows.
Study of market benchmarks to find references.
Review of UX Writing to ensure consistency and clarity across all channels.
Collaboration with customer service, 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 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 the reactivation flows.
OLX Chatbot – Migration and Platformization
Objectives:
Unify the service channels into a single platform.
Standardize the conversational experience among the teams.
Reduce operational costs and technical complexity.
Results:
100% of the teams migrated to the new service platform.
Centralized and standardized digital support.
More control, consistency, and efficiency in operations.
100%
migration of service teams
to a single specialized platform.
Chatbot ZAP – Reativação de Contratos
Objetivos:
Reduzir tickets sobre reativação de contratos.
Promover autonomia do cliente em processos simples.
Tornar o fluxo mais rápido e intuitivo.
Resultados:
Redesenho completo do fluxo no chatbot.
Mais agilidade e menos dependência de atendimento humano.
42%
de redução nos tickets de reativação
de contratos (mar/23 vs mar/24).
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction of manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Learnings
Automation only works well when it is thought out alongside 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.
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Chatbot on the front line
OVERVIEW
The chatbots from OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professionals on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
LOAD
Product Design Intern
Context
The support teams operated in isolation, leading to information loss, increased costs, and longer wait times, which directly impacted the customer experience. I was responsible for conducting the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the workflows 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 reactivation.
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 support experience.
Ad Rejection Inquiry
We created a page with clear explanations and links to policies, allowing the user to understand and correct the problem without reaching out to support.
→ Result: ~995 tickets avoided per month.
Duplicate False Tickets
We launched a page that shows the progress of open tickets, with clearer communication and guidance for the user 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 about clients blocked due to fraud. The communication became more accessible and connected with the company's 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, the user can check what's 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 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 the reactivation flows.
OLX Chatbot – Migration and Platformization
Objectives:
Unify the service channels into a single platform.
Standardize the conversational experience among the teams.
Reduce operational costs and technical complexity.
Results:
100% of the teams migrated to the new service platform.
Centralized and standardized digital support.
More control, consistency, and efficiency in operations.
100%
migration of service teams
to a single specialized platform.
Chatbot ZAP – Reativação de Contratos
Objetivos:
Reduzir tickets sobre reativação de contratos.
Promover autonomia do cliente em processos simples.
Tornar o fluxo mais rápido e intuitivo.
Resultados:
Redesenho completo do fluxo no chatbot.
Mais agilidade e menos dependência de atendimento humano.
42%
de redução nos tickets de reativação
de contratos (mar/23 vs mar/24).
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction of manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Learnings
Automation only works well when it is thought out alongside 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 from OLX and ZAP Imóveis are automated tools available via WhatsApp and Online Chat, designed to facilitate customer service for professionals on the OLX and ZAP Imóveis platforms.
INDUSTRY
Technology
CLIENT
OLX Group
LOAD
Product Design Intern
Context
The support teams operated in isolation, leading to information loss, increased costs, and longer wait times, which directly impacted the customer experience. I was responsible for conducting the discovery and proposing solutions to improve the account reactivation journey, standardize communication across channels, and unify the workflows 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 reactivation.
O que eu fiz
Melhorias na Central de Ajuda
A partir das dores mapeadas no discovery, implementamos soluções focadas em reduzir tickets, aumentar a autonomia do usuário e melhorar a experiência de suporte.
Consulta de Recusa de Anúncios
Criamos uma página com explicações claras e links para políticas, permitindo que o usuário entenda e corrija o problema sem acionar o suporte.
→ Resultado: ~995 tickets evitados por mês.
Falsos Chamados Duplicados
Lançamos uma página que mostra o andamento dos atendimentos abertos, com uma comunicação mais clara e orientações para que o usuário aguarde o retorno, evitando a abertura de novos chamados para o mesmo problema.
→ Resultado: Redução de 49% nos tickets duplicados (ago–nov/23).
Bloqueio de Fraude
Criamos uma página de monitoramento para identificar e comunicar clientes bloqueados por fraude. A comunicação ficou mais acessível e conectada com as políticas da empresa.
→ Resultado: Queda de 7% nos tickets sobre bloqueios (ago–nov/23).
Comunicação de Incidentes
Implementamos uma página de status com atualizações sobre incidentes operacionais. Agora, quando algo fora do normal acontece, o usuário pode consultar o que está rolando e entender se o problema já está sendo resolvido.
→ Resultado: Redução de 66% nos tickets relacionados a incidentes (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 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 the reactivation flows.
Chatbot OLX – Migração e Plataformização
Objetivos:
Unificar os canais de atendimento em uma única plataforma.
Padronizar a experiência conversacional entre os times.
Reduzir custos operacionais e complexidade técnica.
Resultados:
100% dos times migrados para a nova plataforma de atendimento.
Suporte digital centralizado e padronizado.
Mais controle, consistência e eficiência na operação.
100%
migration of service teams
to a single specialized platform.
Chatbot ZAP – Reativação de Contratos
Objetivos:
Reduzir tickets sobre reativação de contratos.
Promover autonomia do cliente em processos simples.
Tornar o fluxo mais rápido e intuitivo.
Resultados:
Redesenho completo do fluxo no chatbot.
Mais agilidade e menos dependência de atendimento humano.
42%
de redução nos tickets de reativação
de contratos (mar/23 vs mar/24).
Concrete Results
More unified and scalable operation.
Consistent communication across different channels.
Significant reduction of manual tickets.
Clearer, more efficient, and autonomous flows for the end user.
Aprendizados
Automação só funciona bem quando é pensada junto da experiência. Nesse projeto, pequenos ajustes de linguagem e estrutura fizeram tanto impacto quanto a escolha da tecnologia. O jogo virou quando entendemos que, ao invés de simplesmente migrar as plataformas, precisávamos mudar a forma como o usuário era guiado em cada etapa.
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