ge.globo
New Product Vision for ge App
A new product vision built by design and through design
- year
- 2025
- role
- staff product designer
- company
- Globo
New visual-led 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 are declining in engagement indicators, and new players have entered the 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, the ramifications of this concept addresses long-standing user requests as app's dark mode and brings ge's branding closer to football fans passion with customized app icon and splashscreen with supporting team's related graphics.
The first results of project's rollout were:
*average between iOS & Android users
Credits to the amazing team of designers that work besides me: Ana Vitória Leite, Leoneia Evangelista, Luciana Daltro 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).