Designed at Hi Platform
Designed at Hi Platform
Rethinking Hi Platform's Chat
Rethinking Hi Platform's Chat
Summary:
Hi Omni Chat, launched in 2000, was one of the pioneers in chat support software in Brazil. However, over the years, it faced a significant decline in sales and struggled to attract new customers. While customer retention was satisfactory, the outdated interface and lack of modern features compromised the product's competitiveness.
Project timeline
2018 – 2021
Role
UI/UX Designer & Design System Implementer
Industry
SaaS – Customer Experience & Support Technology
PHASE 01
The Problem – A Platform in Decline
By 2018, the platform had fallen behind. Its interface was outdated, features were limited, and it struggled to keep up with modern customer expectations.
Sales declined, and while customer retention was steady, new users were reluctant to adopt a platform that no longer felt relevant. It became clear: Hi Omni Chat needed a complete transformation.
PHASE 02
The Discovery – Understanding Users and Pain Points
To revive Hi Omni Chat, we needed to understand its core users and their challenges. My team and I embarked on an extensive discovery phase:
Usability Tests: Conducted 56 in-person and remote usability sessions with leading call centers like Sky, BB Seguros, Oi, XP Investimentos, Unilever, and Alliar;
Analytics Insights: Leveraged data from Google Analytics, Hotjar, and Power BI to map workflows, identify bottlenecks, and uncover opportunities for improvement.
The feedback was clear:
"agents were frustrated by inefficient workflows, managers lacked visibility, and the interface was unintuitive. Armed with these insights, we defined the foundation for the redesign."
To revive Hi Omni Chat, we needed to understand its core users and their challenges. My team and I embarked on an extensive discovery phase:
Usability Tests: Conducted 56 in-person and remote usability sessions with leading call centers like Sky, BB Seguros, Oi, XP Investimentos, Unilever, and Alliar;
Analytics Insights: Leveraged data from Google Analytics, Hotjar, and Power BI to map workflows, identify bottlenecks, and uncover opportunities for improvement.
The feedback was clear:
"agents were frustrated by inefficient workflows, managers lacked visibility, and the interface was unintuitive. Armed with these insights, we defined the foundation for the redesign."
To revive Hi Omni Chat, we needed to understand its core users and their challenges. My team and I embarked on an extensive discovery phase:
Usability Tests: Conducted 56 in-person and remote usability sessions with leading call centers like Sky, BB Seguros, Oi, XP Investimentos, Unilever, and Alliar;
Analytics Insights: Leveraged data from Google Analytics, Hotjar, and Power BI to map workflows, identify bottlenecks, and uncover opportunities for improvement.
The feedback was clear:
"agents were frustrated by inefficient workflows, managers lacked visibility, and the interface was unintuitive. Armed with these insights, we defined the foundation for the redesign."
To revive Hi Omni Chat, we needed to understand its core users and their challenges. My team and I embarked on an extensive discovery phase:
Usability Tests: Conducted 56 in-person and remote usability sessions with leading call centers like Sky, BB Seguros, Oi, XP Investimentos, Unilever, and Alliar;
Analytics Insights: Leveraged data from Google Analytics, Hotjar, and Power BI to map workflows, identify bottlenecks, and uncover opportunities for improvement.
The feedback was clear:
"agents were frustrated by inefficient workflows, managers lacked visibility, and the interface was unintuitive. Armed with these insights, we defined the foundation for the redesign."
PHASE 03
The Collaboration – Building the New Vision
Hi Omni Chat’s transformation was a collaborative effort driven by a 20-person squad of developers, product managers, QAs, and designers. As the Principal Designer, my role focused on defining and executing the design vision while working closely with other team members to align on goals and deliverables.
I was responsible for:
Shaping the Design Strategy: Using Google’s Material Design, I developed a cohesive design system to ensure scalability and consistency across the platform.
Collaborating Across Teams: Maintained open communication with developers, product managers, and QAs to ensure the designs were technically feasible and aligned with the product's objectives.
Throughout this phase, I also received invaluable mentorship from my leader, who provided guidance and support that significantly influenced my professional growth. This collaboration not only strengthened the design process but also created a dynamic, supportive environment where every team member's contributions were valued and aligned with the product’s success.
Hi Omni Chat’s transformation was a collaborative effort driven by a 20-person squad of developers, product managers, QAs, and designers. As the Principal Designer, my role focused on defining and executing the design vision while working closely with other team members to align on goals and deliverables.
I was responsible for:
Shaping the Design Strategy: Using Google’s Material Design, I developed a cohesive design system to ensure scalability and consistency across the platform.
Collaborating Across Teams: Maintained open communication with developers, product managers, and QAs to ensure the designs were technically feasible and aligned with the product's objectives.
Throughout this phase, I also received invaluable mentorship from my leader, who provided guidance and support that significantly influenced my professional growth. This collaboration not only strengthened the design process but also created a dynamic, supportive environment where every team member's contributions were valued and aligned with the product’s success.
Hi Omni Chat’s transformation was a collaborative effort driven by a 20-person squad of developers, product managers, QAs, and designers. As the Principal Designer, my role focused on defining and executing the design vision while working closely with other team members to align on goals and deliverables.
I was responsible for:
Shaping the Design Strategy: Using Google’s Material Design, I developed a cohesive design system to ensure scalability and consistency across the platform.
Collaborating Across Teams: Maintained open communication with developers, product managers, and QAs to ensure the designs were technically feasible and aligned with the product's objectives.
Throughout this phase, I also received invaluable mentorship from my leader, who provided guidance and support that significantly influenced my professional growth. This collaboration not only strengthened the design process but also created a dynamic, supportive environment where every team member's contributions were valued and aligned with the product’s success.
Hi Omni Chat’s transformation was a collaborative effort driven by a 20-person squad of developers, product managers, QAs, and designers. As the Principal Designer, my role focused on defining and executing the design vision while working closely with other team members to align on goals and deliverables.
I was responsible for:
Shaping the Design Strategy: Using Google’s Material Design, I developed a cohesive design system to ensure scalability and consistency across the platform.
Collaborating Across Teams: Maintained open communication with developers, product managers, and QAs to ensure the designs were technically feasible and aligned with the product's objectives.
Throughout this phase, I also received invaluable mentorship from my leader, who provided guidance and support that significantly influenced my professional growth. This collaboration not only strengthened the design process but also created a dynamic, supportive environment where every team member's contributions were valued and aligned with the product’s success.
PHASE 04
The Solution – A Modern, Intuitive Web App
After months of collaboration, we launched a completely reimagined Hi Omni Chat:
Omnichannel Integration: Unified communication channels like WhatsApp, email, and social media.
Agent Tools: Introduced features like quick phrases, chat transfers, and customizable interfaces, reducing the number of clicks and improving efficiency.
Manager Oversight: Implemented real-time monitoring and classification systems to enhance performance tracking.
Web App Transformation: Transitioned to a Progressive Web App (PWA), eliminating installation requirements and enabling instant updates.
The new design prioritized usability and flexibility, ensuring the platform met the needs of both agents and managers.
After months of collaboration, we launched a completely reimagined Hi Omni Chat:
Omnichannel Integration: Unified communication channels like WhatsApp, email, and social media.
Agent Tools: Introduced features like quick phrases, chat transfers, and customizable interfaces, reducing the number of clicks and improving efficiency.
Manager Oversight: Implemented real-time monitoring and classification systems to enhance performance tracking.
Web App Transformation: Transitioned to a Progressive Web App (PWA), eliminating installation requirements and enabling instant updates.
The new design prioritized usability and flexibility, ensuring the platform met the needs of both agents and managers.
After months of collaboration, we launched a completely reimagined Hi Omni Chat:
Omnichannel Integration: Unified communication channels like WhatsApp, email, and social media.
Agent Tools: Introduced features like quick phrases, chat transfers, and customizable interfaces, reducing the number of clicks and improving efficiency.
Manager Oversight: Implemented real-time monitoring and classification systems to enhance performance tracking.
Web App Transformation: Transitioned to a Progressive Web App (PWA), eliminating installation requirements and enabling instant updates.
The new design prioritized usability and flexibility, ensuring the platform met the needs of both agents and managers.
After months of collaboration, we launched a completely reimagined Hi Omni Chat:
Omnichannel Integration: Unified communication channels like WhatsApp, email, and social media.
Agent Tools: Introduced features like quick phrases, chat transfers, and customizable interfaces, reducing the number of clicks and improving efficiency.
Manager Oversight: Implemented real-time monitoring and classification systems to enhance performance tracking.
Web App Transformation: Transitioned to a Progressive Web App (PWA), eliminating installation requirements and enabling instant updates.
The new design prioritized usability and flexibility, ensuring the platform met the needs of both agents and managers.
– The Hi Omni Chat project was more than just a redesign—it was a testament to the impact of empathy, teamwork, and strategic thinking. Working alongside a talented squad and under the mentorship of an inspiring leader, I grew not only as a designer but also as a collaborator and problem-solver.
85%
User satisfaction
Growth
Sales impact
Web Based
Attractive
With Hi Omni Chat + Hi Omni Bot they achieved a significant reduction in calls, increased sales and an ROI of 15x the amount invested!
Beto Carrero World
betocarrero.com
With Hi Omni Chat + Hi Omni Bot they achieved a significant reduction in calls, increased sales and an ROI of 15x the amount invested!
Beto Carrero World
betocarrero.com
With Hi Omni Chat + Hi Omni Bot they achieved a significant reduction in calls, increased sales and an ROI of 15x the amount invested!
Beto Carrero World
betocarrero.com
With Hi Omni Chat + Hi Omni Bot they achieved a significant reduction in calls, increased sales and an ROI of 15x the amount invested!
Beto Carrero World
betocarrero.com
HAVE AN IDEA? LET’S TALK WITH ME
hello
@jeniffer.design
HAVE AN IDEA? LET’S TALK WITH ME
hello
@jeniffer.design
HAVE AN IDEA? LET’S TALK WITH ME
hello
@jeniffer.design
HAVE AN IDEA? LET’S TALK WITH ME