Claro Clube

Context & problem

Claro Clube is the loyalty program of Claro, one of Brazil's largest telecom operators, with more than 30 million users who earn and redeem points for rewards.

• Hard to redeem — Finding and redeeming rewards took too many steps and confused users.
• Generic offers — Rewards were not personalised, so engagement stayed low.
• Inconsistent experience — Mobile and web looked and behaved differently across the program.

Results

The redesign significantly improved the overall user experience and engagement. It simplified the points redemption process and made the platform more intuitive, while personalized experiences and clearer navigation strengthened user satisfaction.

• 40% Support — Reduction
• 35% User — Satisfaction
• 25% AI — Personalization Impact
• 30% User — Engagement

Process & discovery

I led the complete redesign across mobile and web, from discovery to delivery, applying Design Thinking and data-driven decisions. I also worked on the front end, building the iOS app in Swift and the web version in React.

• Discover — User research and analytics to find where people dropped off.
• Define — Simplified redemption journeys and personalised reward discovery.
• Design — Scalable Figma components with Auto Layout, typography and color variables.
• Deliver — Close work with PMs, developers and agile squads through launch.

Tools

Design and code in one flow: from UX/UI in Figma to the frontend in production.

• Figma — UX/UI & Prototypes
• Swift — iOS App
• React — Web App

Learnings

• Scale needs a system — Variables and components kept dozens of screens consistent for millions of users.
• Fewer steps, more rewards — Every step removed from redemption increased engagement.
• Data guides the roadmap — Analytics showed where to focus before a single screen was drawn.