Case Study: Redesigning Minha Oi

Minha Oi is a self-service mobile application designed for Oi customers to manage their mobile, internet, and TV accounts. Despite its range of features, Minha Oi faced challenges in terms of user engagement, particularly with users struggling to find critical information, which led to an increased volume of customer support calls and reduced Daily Active Users (DAU).

The goal of this project was to improve user engagement and streamline the user experience by redesigning the app interface to make essential services like bill payment, data usage tracking, and customer support more accessible. We employed a user-centric design approach, including A/B testing and accessibility improvements, to create a more intuitive and user-friendly experience.

Complex Navigation: Many users reported difficulty in navigating the app to locate core functions, such as "Bill Payment" and "Data Usage," resulting in frustration and an increased likelihood of dropping off.

Information Overload: Users felt overwhelmed by irrelevant information and cluttered layouts, hindering their ability to complete key actions efficiently.

Accessibility Barriers: A lack of support for visually impaired users and older adults affected the accessibility and usability of the app.

High Volume of Customer Support Calls: Due to the difficulty in finding self-service options, users frequently called customer support, which increased operational costs and reduced customer satisfaction.

Through user research and data analysis, we identified key pain points:

Users needed a simpler way to access essential features, such as bill payment and data tracking.

The app's design was not accommodating for visually impaired users or older adults.

Notifications and reminders for key tasks (e.g., bill payments, data usage limits) were not optimized, contributing to lower engagement.

We conducted A/B testing to optimize critical features and improve engagement. Key elements tested included:

Dashboard Layout: Different dashboard layouts were tested to see which version made it easier for users to find important functions.

Feature Visibility: Variations in the display and prominence of features like bill payment and data usage were tested to gauge user interaction.

Accessibility Adjustments: High-contrast mode, larger font sizes, and simplified layouts were tested to accommodate users with accessibility needs.

Notification Timing: Optimized notifications for bill payments and data alerts, testing different times and frequencies to enhance engagement without causing notification fatigue.

1. User Goal or Problem: Users wanted a streamlined experience to quickly manage their accounts, pay bills, check data usage, and contact support when needed. However, they often encountered a complex navigation structure and excessive information, leading to frustration.

2. User Action: Users would attempt to complete tasks like paying bills or checking data usage but would become discouraged due to the difficulty of locating these options, resulting in frequent customer support calls.

3. Quotes and Sentiment: “It takes too long to find where I can pay my bill. I usually end up calling support because it’s easier.” “The text is too small and the icons are confusing. I can’t quickly find what I need.”

4. Opportunity: We saw an opportunity to simplify the layout by prominently displaying the most commonly used features on the home screen, providing accessibility-friendly options, and using more intuitive icons and labels.

The redesign of Minha Oi yielded significant improvements in user engagement, customer satisfaction, and self-service efficiency:

Daily Active Users (DAU): Increased by 15% following the launch of the redesigned app, largely due to simplified navigation and a more user-friendly interface.

Customer Support Calls: Decreased by 25% as more users successfully completed tasks within the app instead of calling for assistance.

Accessibility Adoption: An increase in positive feedback from older users and those with visual impairments highlighted the effectiveness of accessibility improvements, which made the app more inclusive and user-friendly.

User Satisfaction: App store ratings improved from 3.1 stars to 4.3 stars, showcasing the positive reception of the redesign.

The Minha Oi app redesign project demonstrated the value of a user-centric approach to UX design, addressing critical pain points through simplified navigation, optimized notifications, and accessibility enhancements. The use of A/B testing enabled us to make data-driven design decisions, ensuring that the changes made had a tangible impact on key metrics like DAU and customer support call reduction.

This case underscores the importance of continuously refining the user experience based on user feedback and behavior analysis to create a more engaging and accessible self-service platform. By aligning the design process with clear metrics, we successfully improved engagement, retention, and overall user satisfaction on the Minha Oi app.