ge.globo
New experience vision for ge App
A new product vision built by design and through design
- year
- 2025
- role
- staff product designer
- company
- Globo
New imagetic feed: bringing sports' passion and language to the front
In the end of 2024, ge, Globo's digital product, began to reevaluate its strategy in app platform, to bring value to its native experience and to differentiate itself from competitors and from the website, which leads with a broad margin in Brazil.
The digital consumption and user habits have change, so ge was facing some challenges: users expect a customized experience, traditional news formats declines in indicators and new players arrived in sports category and the experience turned to be a differential.
So, I lead, in this concept project, and end-to-end redesign process and built a new product vision based on 5 experience premisses:
- an ever-new experience, where the content are dynamic, relevant, plural and always fresh
- ge app always with you: a companion experience that shapeshifts and responds to the user journey
- sport is playful: the content should call you to interact, talk and have fun
- advertising beyond the banner: contextual monetization integrated to the sports journey
- an app for everyone: interactive, emotional and dynamic for each and every fan; for each every club
We validated the concept nationwide, travelling through the five regions of Brazil and talking with our users in 12 cities spread in 11 states.
This project experimented about gamification in user's profile construction, flexible and imagetic language, structured content and emotional experiences. It's still a work in progress and it's already earning results: ge app have a new and imagetic feed for football clubs, new content formats and an updated services' verticals such as tournament tables and matches calendar. Also, this concept are bringing ge's branding closer to its users, with customized icons and splashscreens.
Credits to the amazing team of designers that work besides me: Ana Vitória Leite and Luiza Nunes Teich. Also, a special thanks to Globo's UX leadership that worked close with us: Leando Geijfinbein (UX director) and Rodrigo Santos (UX manager).