INDUSTRY:
TELECOM
COMPANY:
TIM Brasil
ROLE:
Senior Product Design Manager
YEAR:
2024–2025
TIM App
highlights.
context.
In 2025 TIM rebuilt its app from scratch, with new technology (Flutter), new UX/UI and new features. The goals were to grow monthly unique users, improve store ratings and ship a dense roadmap without breaking stability.
The app was the main channel for 55M+ people, but it was rated 3.5 on Google Play. Store rating wasn't a vanity metric here. It was the clearest signal of how badly the old experience was failing.
The real constraint wasn't design quality. It was throughput: 50+ features had to ship in a single release cycle, on a technology the team had never shipped at that scale, without the Design System becoming a bottleneck for engineering.
As Senior Product Design Manager, I led 9 designers and sat between Product Design, Design Ops, the App Channel Manager and Engineering, deciding what got designed when (and why), what the system had to absorb and what we wouldn't build in this cyclAe.
After the relaunch, the app reached 4.6 on Google Play and 4.8 on the App Store (3M+ reviews) and a record 19.6M monthly unique users. What follows is what we had to decide to get there.
process & decisions.
Dual-track model: one track designed the customer journeys, while the other evolved the Flutter design system, so new screens and reusable components were developed in parallel.
Design ready for each sprint: definitions were done before sprint planning and aligned weekly with engineering, so rework and mid-sprint questions were minimized.
Bringing design QA into a back end-driven QA process: QA focused on back-end integrity: each screen showed data from millions of customers across a large portfolio of plans and services, some with legacy variations. Adding UX review at that point was hard, because deadline pressure made it look like a delay. I worked with IT leadership to show its value, and design QA became part of the same validation cycle, so interface issues were caught before launch rather than after.
Research early (while backlog is built): UX designers used AI personas while designing each journey, so UI and UX choices could be tested quickly before going to real users (see the AI Personas case). The most promising directions then went to 5 qualitative usability tests (6 to 8 participants each) and 4 unmoderated tests on Maze (~100 respondents each). When the timeline got tighter, the key UX decisions were already validated and the team could move fast without reopening them.
results.
19.6M monthly unique users, an all-time record for the Meu TIM app (Dec 2025)
App store ratings up on both platforms: Google Play 3.5 → 4.6 and App Store 3.8 → 4.8, across 3M+ reviews combined
30% less development effort for new screens: The design system capacity that made a 50+ feature release cycle possible. Measured by engineering effort estimates before and after adoption.
