CIVI APP

My goal as a product designer is to select and implement the best methodologies to ensure an excellent end result.

My Role	Duration	Tools
Product Design	6 months	Figma, Maze and Metabase

Context	Goal	Solution
Civi is a security app of the city of São Paulo that alerts the user about incidents around them and their connections.	The goal was to make the app mandatory for city residents and, in the future, for all Brazilians. The goal was to create a recurring subscription plan through which the customer may secure their family members through the app.	Create a subscription that responds to all our users' needs. In addition to improving retention and accessibility, through the creation of new personas

Evidence of the problem

When I joined Civi, they were having issues with the subscription plan retention and inclusion, which I created completely from scratch. When reviewing previous surveys and integrating them with current data, I realized that the demands of our audience had already changed, as old surveys demonstrated a type of persona that was clearly carried out in a biased way and without qualitative foundation. Therefore, I started to conduct extensive qualitative and quantitative research, as well as constant usability testing on the platform to identify our target audience and gain insights into the app's usability and accessibility.

Research Ops

My main responsibility was to focus on Research Ops so that we could identify problems within the app and create documentation from scratch. I began by developing a research repository in Notion where we could store all of the users interviewed, insights, results tracking, and next actions in one place. The company did not yet have a repository, so everything was spread among multiple different files, making it difficult to access information.

I also used research documentation to set up procedures and guide designers during the discovery process. All examples, sprints, templates, consent and recruitment forms, and so on are included in that documentation. This allowed the democratization of research and design throughout the organization as well as the establishment of an information culture at Civi. The company's goal with Ops was to prepare them for the arrival of new professionals so that they would feel directed and not adrift.

After conducting several interviews, we determined our user profile and set all of our goals properly.
Our users were separated into three personas: Guardian Users, Megazord Users (those who were part of two publics), and Prey Users. Their description effectively stated that guardian users were only concerned with the protection of their family and friends. Already, prey users were just concerned with their personal safety. Finally, megazords were among the prey and guards, concerned about everyone, even himself.

We created a cloud of the most frequently used terms throughout the interviews and discovered several requirements that our consumers thought the app would address. There are several of them: dangerous hours, message, dangerous region notice, chat...

First Attempts

We started with simple improvements in onboarding that would start the subscription process. We chose to first make the plan available for free to a small group of users in order to validate all points and identify any potential issues before making it available to the general public.

We also changed every aspect of the profile to better meet the needs of the users, including information such as activation date, plan type, and payment methods.

Results

Unfortunately, I couldn't share more of the work, due to data and image protection laws.

The app is available for download on all platforms. At the time of my speech, we saw a significant increase in the number of users engaged and interested in the proposal.

The app has a lot of growth potential within the streets of the city of São Paulo and it was a huge challenge to be part of something so big.