INDUSTRY:
TELECOM
CLIENT:
TIM S.A.
YEAR:
2024
AI PERSONA
about.
To democratize and accelerate the usability testing routine among designers, I led a pioneering initiative to create Synthetic Personas based on Generative AI, leveraging TIM proprietary Artificial Intelligence infrastructure. Powered by real demographic data, behavioral patterns, and mapped digital literacy levels from our customer base, these personas were trained to act as a preliminary layer of experience validation. This approach allowed us to embed continuous testing into the daily product workflow, raising the team's data culture and reducing sole reliance on long-cycle traditional research.
challenge.
With a diverse customer base of over 55 million people across Brazil, mapping and testing digital journeys to meet this plurality required extreme agility. Traditional qualitative usability testing took over a month to execute and synthesize a timeframe incompatible with constant business strategy shifts and the fast-paced launch of new features. The main challenge was finding a way to refine UX hypotheses with high precision and speed, ensuring security across the product ecosystem without compromising time-to-market or creating bottlenecks in the delivery pipeline.
result.
Integrating AI personas into high-fidelity prototypes transformed the department's operational efficiency, resulting in a 5x increase in the frequency of usability tests conducted prior to final journey delivery. Combining this preliminary synthetic validation with continuous post-launch data monitoring granted designers greater autonomy, drastically reduced rework, and increased the success rate of implementations. This model established a new benchmark for UX maturity at TIM, proving how AI can be harnessed to scale design impact with rigor, speed, and a relentless focus on real user needs.
