Tim - Strategic UX & Platform Vision
Strategic UX and experience concept work for TIM, focused on simplifying a complex multi-service ecosystem and exploring more guided, accessible, and future-ready digital experiences.
Client
Tim - Strategic UX & Platform Vision
Year
2025
Type
UX/UI Design
THE CHALLENGE
TIM operates across multiple services, brands, and audiences, resulting in fragmented journeys and high cognitive load for users. The challenge was to rethink the digital experience as a coherent end-to-end journey, capable of balancing conversion performance, clarity, and brand perception, while opening the door to more conversational and personalized interactions.
DESIGN PROCESS
The work developed through a set of complementary design explorations, each addressing a key aspect of TIM’s ecosystem.
Starting from core TIM purchase journeys, we explored ways to simplify funnels and reduce friction, prioritizing faster decision-making and postponing complexity to post-purchase moments. In parallel, a mobile-first redesign for Kena investigated more direct, engaging interactions and a stronger brand character, grounded in metric-driven comparisons and benchmarks.
Another stream focused on the evolution of Angie, envisioning the assistant as an integrated conversational layer supporting both sales and care flows, with proactive and contextual interactions informed by emerging AI capabilities.
Finally, a TIM Business landing experience explored how clearer hierarchy, accessibility, and content personalization could improve understanding, usability, and performance for professional users.
Throughout the project, my contribution focused on UX and UI design, working on flows, interaction models, and interface concepts to support a coherent and scalable experience vision.
RESULTS
The outcome was a structured experience vision articulated across multiple directions:
simplified end-to-end journeys designed to reduce friction and improve clarity
mobile-first and engagement-driven concepts through the Kena exploration
a future-ready conversational vision for Angie within the broader ecosystem
clearer, more accessible and performance-oriented landing experiences for business users
This project reflects my approach to strategic UX thinking, complex journey design, and visual storytelling in an enterprise context.