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< 01 > CONVERSATIONAL UX / 2024
Time Brasil
on WhatsApp
Bringing fans closer to the Games.
I designed the Time Brasil conversational experience on WhatsApp: Olympic information, personalisation and a digital fan card. The work brought together Product/Conversation Design and reviews with COB, Meta and Powerade.
TIME BRASIL / RESULTS
150
k+
Registered users
TIME BRASIL / RESULTS
500
k+
Chatbot interactions
7.5 million+
Messages sent by the operation
20+
Articles and videos published
ROLE
Lead Product Designer
PERIOD
May–August 2024
TEAM
Product/Conversation Design team
Results reported by the project. Interactions are actions within the chatbot; messages sent measure distribution, not reads or unique people reached.
< 02 > CONTEXT
Brazilian Olympic Committee / Meta
One conversation.Many expectations.
WhatsApp offered reach and familiarity. The challenge was to balance timely information, consent, preferences and partner content within a branching conversation.
Why WhatsApp? Rationale presented in the original material.
< 03 >
From entry to content.
Registration, consent and preferences precede the content paths. This structure connects Olympic updates, athletes and medals to the interests each person shares.
01
Registration
Entering the experience
02
Opt-in
Consent to the conversation
03
Preferences
Stated interests
04
Content
Athletes, medals and updates
01 / Overview: registration, opt-in and conversation paths.
02 / Delivery structure: pre-event, Games, post-event and notifications.
Smaller approval units let implementation move forward as each section was approved.
The menu organizes eight entry points: schedule and results, medals, cheering, athletes, Fan Fest/Casa Brasil, quiz, supporter card and stickers. The flow annotations connect each option to its destination, making the relationship between navigation and conversational content explicit.
Tap a map to open the full image.
< 04 >
Utility, with
Brazilian identity.
DECISION 01 / RELEVANCE
Preferences first.
A single feed could not reflect every fan’s interests. Registration, opt-in and preferences created a foundation for personalized updates.
Athlete profile — original layout with illustrative data.
Medal table — original layout with illustrative data.
01 / 02 · Swipe to see the medal table
DECISION 02 / CONTINUITY
Connected information.
Athlete profiles, medals and updates became connected paths within a single conversation.
Brazilian colors, athlete images and Ginga, the mascot, brought the brand into WhatsApp’s familiar structure.
DECISION 03 / BALANCE
The brand takes part.The fans stay at the center.
Powerade appears at specific moments in the Time Brasil experience. The flow connects partner content to the conversation, alongside paths for fan information and participation.
ONE WEEK BEFORE LAUNCH
Coca-Cola/Powerade joined as a sponsor just one week before the project went live. The addition required extra effort from the team, with a war room and close team coordination to manage adjustments, reviews and implementation in the final stretch.
< 05 >
The experience in use
Updates, athletes, medals and a fan card: explore the published experience.
SWIPE TO EXPLORE · 3 SCREENS
Press clipping · Time Brasil on WhatsApp
View press clipping
/i.s3.glbimg.com/v1/AUTH_08fbf48bc0524877943fe86e43087e7a/internal_photos/bs/2024/y/J/Z9I9miSOGzn8BACjyhAQ/design-sem-nome-2024-07-25t150239.949.png)
< 06 >
From the conversationto social media.
The digital fan card spread across social media. Its circulation was noticed during the operation, making it a qualitative highlight of the project.
BEYOND VOLUME
The experience brought together Olympic information, personalized content, fan-card creation and brand interactions on WhatsApp.
Qualitative highlight reported in the original case.
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