Redesigning Clube Livelo’s subscription experience for millions of users.
My role
Analyze the problem
Analyze the problem
UX research: interview with users
UX research: interview with users
Benchmark
Benchmark
Ideation/wireframing
Ideation/wireframing
Design critique sessions
Design critique sessions
Prototyping
Prototyping
Handoff
Handoff
Analyze the results
Analyze the results
Collaboration with stakeholders during the process
Collaboration with stakeholders during the process
Summary
Clube Livelo is one of Livelo’s — the largest company of the loyalty market in Brazil — main products, with more than 500,000 subscribers, fostering a strong connection between the company and its users. It offers a subscription service with benefits like monthly points gaining, discounts on various products, and bonuses for transferring points to airline programs.
The challenge was to redesign the mobile app journey to attract more users and boost subscription numbers.
Key results
62%
more subscriptions on the app
(6 months comparison)
13%
increase in mobile app sales share
(vs website)
Redesigning Clube Livelo’s subscription experience for millions of users.
Redesigning Clube Livelo’s subscription experience for millions of users.
My role
My role
Analyze the problem
Analyze the problem
UX research: interview with users
UX research: interview with users
Benchmark
Benchmark
Ideation/wireframing
Ideation/wireframing
Design critique sessions
Design critique sessions
Prototyping
Prototyping
Handoff
Handoff
Analyze the results
Analyze the results
Collaboration with stakeholdersduring the process
Collaboration with stakeholders during the process
Summary
Summary
Clube Livelo is one of Livelo’s — the largest company of the loyalty market in Brazil — main products, with more than 500,000 subscribers, fostering a strong connection between the company and its users. It offers a subscription service with benefits like monthly points gaining, discounts on various products, and bonuses for transferring points to airline programs.
Clube Livelo is one of Livelo’s — the largest company of the loyalty market in Brazil — main products, with more than 500,000 subscribers, fostering a strong connection between the company and its users. It offers a subscription service with benefits like monthly points gaining, discounts on various products, and bonuses for transferring points to airline programs.
The challenge was to redesign the mobile app journey
to attract more users and boost subscription numbers.
The challenge was to redesign the mobile app journey to attract more users and boost subscription numbers.
Key results
Key results
62%
62%
more subscriptions on the app
more subscriptions on the app
(6 months comparison)
(6 months comparison)
13%
13%
increase in mobile app sales share
increase in mobile app sales share
(vs website)
(vs website)
Context
Context
How was the experience by the time
the project started?
How was the experience by the time the project started?
The previous journey was unfriendly, lacked emphasis on Clube Livelo’s key benefits, and didn’t clearly display the different plans.
At the top, there was a brief, one-paragraph service overview with a button leading straight to checkout.
After the intro, the subscription benefits were shown but partially hidden.
The plan selection section displayed five plans in a carousel, where not all plans were visible. There was also an option to add the "points don’t expire" service for an additional cost, varying by plan.
Overall, the design lacked alignment, proper hierarchy, and appropriate use of colors, with pink (meant for interactive elements) overused. Users were then directed to checkout.
The previous journey was unfriendly, lacked emphasis on Clube Livelo’s key benefits, and didn’t clearly display the different plans.
At the top, there was a brief, one-paragraph service overview with a button leading straight to checkout.
After the intro, the subscription benefits were shown but partially hidden.
The plan selection section displayed five plans in a carousel, where not all plans were visible. There was also an option to add the "points don’t expire" service for an additional cost, varying by plan.
Overall, the design lacked alignment, proper hierarchy, and appropriate use of colors, with pink (meant for interactive elements) overused. Users were then directed to checkout.
The lack of understanding and evidence of benefits was highlighted by Clube Livelo subscribers in written NPS survey feedback.
The lack of understanding and evidence of benefits was highlighted by Clube Livelo subscribers in written NPS survey feedback.
Although it seems very interesting, I got a little lost in the information when I tried to sign it.
Although it seems very interesting, I got a little lost in the information when I tried to sign it.
There are still a lot of glitches, a little confusing and can leave the elders without access.
There are still a lot of glitches, a little confusing and can leave the elders without access.
The association proposal is not clear in the App.
The association proposal is not clear in the App.
From the study of the flow itself and insights taken from NPS research, some hypotheses were raised:
From the study of the flow itself and insights taken from NPS research, some hypotheses were raised:
There was no personal appeal, despite the strong engagement it generates between subscribers and Livelo.
There was no personal appeal, despite the strong engagement it generates between subscribers and Livelo.
It was necessary to show more clearly the differences between the plans.
It was necessary to show more clearly the differences between the plans.
The benefits of the plans should be shown with more emphasis.
The benefits of the plans should be shown with more emphasis.
Discovery
Discovery
Benchmark
Benchmark
First, a study was made of other players that offer subscription services. Not only were Livelo's competitors analyzed, as I wanted to take a look at good practices in general.
Some players analyzed were:
First, a study was made of other players that offer subscription services. Not only were Livelo's competitors analyzed, as I wanted to take a look at good practices in general.
Some players analyzed were:
Clube Esfera (from Santander Bank)
Clube Esfera (from Santander Bank)
Spotify
Spotify
Clube Smiles (from Gol Airlines)
Clube Smiles (from Gol Airlines)
Clube Tudo Azul (from Azul Airlines)
Clube Tudo Azul (from Azul Airlines)
Clube Wine
Clube Wine
Some good practices noticed were:
Some good practices noticed were:
Vertical scroll between plans
Vertical scroll between plans
Visual distinction among plans
Visual distinction among plans
Greater appreciation of the benefits
Greater appreciation of the benefits
UX research: interview with users
UX research: interview with users
To understand the value perception of current Clube Livelo subscribers and the motivators for non-subscribers, we interviewed individuals from both groups to learn what matters most in their journey.
There were 6 groups (3 for each profile) - with a total of 26 people interviewed.
Some of the questions asked in the interviews were:
1. What are your goals for using Livelo?
2. What are the main benefits you see in the Club?
To understand the value perception of current Clube Livelo subscribers and the motivators for non-subscribers, we interviewed individuals from both groups to learn what matters most in their journey.
There were 6 groups (3 for each profile) - with a total of 26 people interviewed.
Some of the questions asked in the interviews were:
1. What are your goals for using Livelo?
2. What are the main benefits you see in the Club?
The following points were identified in the conversations:
The following points were identified in the conversations:
Exclusive
service
Exclusive service
Subscribers “aim for belonging, recognition, exclusivity, and superiority”. This is based on the benefits found in the subscription.
Subscribers “aim for belonging, recognition, exclusivity, and superiority”. This is based on the benefits found in the subscription.
Subscribers wants
to travel
Subscribers wants to travel
Interviewers expressed their primary goal with Livelo is to travel to different places, and they intend to save money subscribing to the Clube Livelo.
Primary goal with Livelo is to travel to different places, and they intend to save money subscribing to the Clube Livelo.
Earn as many points as possible
Earn as many points as possible
Those who use Livelo change their shopping habits, starting to buy more at Livelo's partner online stores, to collect more points and be able to travel.
Those who use Livelo change their shopping habits, starting to buy more at Livelo's partner online stores, to collect more points and be able to travel.
Freedom to choose point destinations
Freedom to choose destinations
At Livelo, points can be transferred to other airline programs. Clube Livelo offers bonuses on these transfers, which subscribers consider the main benefit.
At Livelo, points can be transferred to other airline programs. Clube Livelo offers bonuses on these transfers, which subscribers consider the main benefit.
Ideation and validation
Ideation and validation
First ideation
First ideation
In the initial ideation phase, several key points were considered:
In the initial ideation phase, several key points were considered:
Breaking down the journey into distinct steps: introduction, plan selection, add-ons selection, and purchase summary.
Breaking down the journey into distinct steps: introduction, plan selection, add-ons selection, and purchase summary.
Visual differentiation between plans.
Visual differentiation between plans.
Using vertical scrolling to display the plans.
Using vertical scrolling to display the plans.
A clear order summary screen for easy review of the subscription.
A clear order summary screen for easy review of the subscription.
Introduction screen options
Plan selection screen options
Add-ons screen
Purchase summary
Summary
First validation
First validation
Once the designs were well-developed, it was time to present them to the UX team for feedback and make necessary adjustments. During the session, I outlined the project’s challenges and goals, shared references from other competitors, and provided context by comparing the old flow.
The team then offered feedback, focusing mainly on the plan card options:
Once the designs were well-developed, it was time to present them to the UX team for feedback and make necessary adjustments. During the session, I outlined the project’s challenges and goals, shared references from other competitors, and provided context by comparing the old flow.
The team then offered feedback, focusing mainly on the plan card options:
What did the designers say?
What did the designers say?
Option 3 is the one I liked the most and the one that most agree with the Livelo brand because of the graphics used in the banners.
Option 3 is the one I liked the most and the one that most agree with the Livelo brand because of the graphics used in the banners.
Options 5 and 6 that use an image - led me to think that the plan directly with the image. for example: I don’t like to travel, so when I see the travel image I think I don’t want this plan.
Options 5 and 6 that use an image - led me to think that the plan directly with the image. for example: I don’t like to travel, so when I see the travel image I think I don’t want this plan.
The use of colors and images brought the design to life compared to the current version. I liked options 3 and 6 but suggest making the plan name and monthly total slightly larger for more emphasis.
The use of colors and images brought the design to life compared to the current version. I liked options 3 and 6 but suggest making the plan name and monthly total slightly larger for more emphasis.
Second ideation
Second ideation
After the validation with the team, the drawings were refined with some observations:
After the validation with the team, the drawings were refined with some observations:
Inclusion of Clube Livelo's KV on the screens
Inclusion of Clube Livelo's KV on the screens
Inclusion of a stepper in the header, contextualizing the users and how many steps remain to complete the journey
Inclusion of a stepper in the header, contextualizing the users and how many steps remain to complete the journey
Screen with all the details of the plans (leaving only the main benefits on the initial card).
Screen with all the details of the plans (leaving only the main benefits on the initial card).
Introduction screen
Introduction
Plan selection screen
Plan selection
Plan details screen
Plan details
Add-ons screen
Summary
Second validation
Second validation
With the flow almost defined, I felt the need for a new round of Design Critique, this time involving more people and validating some specific flow issues. It is worth mentioning that with the tight time for delivery, unfortunately, it ended up not being possible to validate directly with our users.
With the flow almost defined, I felt the need for a new round of Design Critique, this time involving more people and validating some specific flow issues. It is worth mentioning that with the tight time for delivery, unfortunately, it ended up not being possible to validate directly with our users.
Main points noted:
Main points noted:
The selection of plans and add-ons wasn't very clear, even with the radio button/checkbox.
On the plan details screen, the presentation of the plan and add-on prices was a little confusing.
An accessibility issue was identified with the plan selection card: clicking the radio button both selected the plan and expanded the card for more information. I discovered that this double action is problematic for screen reader users, as they don’t expect two actions from a single click, especially with a radio button. This needed to be changed.
The selection of plans and add-ons wasn't very clear, even with the radio button/checkbox.
On the plan details screen, the presentation of the plan and add-on prices was a little confusing.
An accessibility issue was identified with the plan selection card: clicking the radio button both selected the plan and expanded the card for more information. I discovered that this double action is problematic for screen reader users, as they don’t expect two actions from a single click, especially with a radio button. This needed to be changed.
And then…
I received some game-changing news
And then…
I received some game-changing news
The business team announced two changes in the value proposition of Clube Livelo, and these changes would directly reflect on the design and content of the screens.
Inclusion of annual plans, that is, each of the five plans could be subscribed monthly or annually.
The "points do not expire" add-on would no longer be an add-on and would be a benefit already included in the plans.
The business team announced two changes in the value proposition of Clube Livelo, and these changes would directly reflect on the design and content of the screens.
Inclusion of annual plans, that is, each of the five plans could be subscribed monthly or annually.
The "points do not expire" add-on would no longer be an add-on and would be a benefit already included in the plans.
As a result, in addition to the need to include the view of annual plans on the plan selection screen, one of the three steps of the journey, marked by the stepper, ceased to exist. So I thought the best option was to remove the stepper as only two steps are needed to complete the flow.
As a result, in addition to the need to include the view of annual plans on the plan selection screen, one of the three steps of the journey, marked by the stepper, ceased to exist. So I thought the best option was to remove the stepper as only two steps are needed to complete the flow.
Delivery
Delivery
How did the delivery turn out?
How did the delivery turn out?
After a comprehensive process of discovery, ideation, and validation, I achieved the final result. The delivery not only adhered to best UI Design practices but also leveraged the Livelo Design System, incorporated effective UX Writing principles, and created a more intuitive user journey.
Below are some key highlights of the delivery. If you prefer, you can explore the full interactive prototype.
After a comprehensive process of discovery, ideation, and validation, I achieved the final result. The delivery not only adhered to best UI Design practices but also leveraged the Livelo Design System, incorporated effective UX Writing principles, and created a more intuitive user journey.
Below are some key highlights of the delivery. If you prefer, you can explore the full interactive prototype.
Focus on travel
Plan Selection
Details and benefits
Summary screen
Knowing the greater interest of those interested in the Clube Livelo, the initial approach was entirely focused on the travel benefits, positioning the club as a facilitator for those who want to travel with points.
Focus on travel
Plan Selection
Details and benefits
Summary screen
Knowing the greater interest of those interested in the Clube Livelo, the initial approach was entirely focused on the travel benefits, positioning the club as a facilitator for those who want to travel with points.
Outcomes
Outcomes
What were the results obtained with this new journey?
What were the results obtained with this new journey?
More subscriptions through the App
More subscriptions through the App
Comparing the months prior to the implementation of the new flow (February 2023), we noticed that the number of subscriptions per month had increased.
Comparing the months prior to the implementation of the new flow (February 2023), we noticed that the number of subscriptions per month had increased.
Six months before the launch of the new flow
Six months after the launch of the new flow
App became the primary channel for new subscriptions
App became the primary channel for new subscriptions
Comparing the same period, we see that the App has become the club's main subscription channel, surpassing the website in the number of subscriptions.
Comparing the same period, we see that the App has become the club's main subscription channel, surpassing the website in the number of subscriptions.
Subscriptions by channel from August 2023 to January 2024
Subscriptions by channel from February 2024 to July 2024
The results demonstrated that the new journey provides a significantly improved user experience compared to the previous one, with a user-centric approach that also drives stronger business outcomes.
The results demonstrated that the new journey provides a significantly improved user experience compared to the previous one, with a user-centric approach that also drives stronger business outcomes.
Redesigning Clube Livelo’s subscription experience for millions of users.
My role
Analyze the problem
UX research: interview with users
Benchmark
Ideation/wireframing
Design critique sessions
Prototyping
Handoff
Analyze the results
Collaboration with stakeholders during the process
Summary
Clube Livelo is one of Livelo’s — the largest company of the loyalty market in Brazil — main products, with more than 500,000 subscribers, fostering a strong connection between the company and its users. It offers a subscription service with benefits like monthly points gaining, discounts on various products, and bonuses for transferring points to airline programs.
The challenge was to redesign the mobile app journey to attract more users and boost subscription numbers.
Key results
62%
more subscriptions on the app
(6 months comparision)
13%
increase in mobile
(vs website)
Context
How was the experience by the time we started this project?
The previous journey was unfriendly, lacked emphasis on Clube Livelo’s key benefits, and didn’t clearly display the different plans.
At the top, there was a brief, one-paragraph service overview with a button leading straight to checkout.
After the intro, the subscription benefits were shown but partially hidden.
The plan selection section displayed five plans in a carousel, where not all plans were visible. There was also an option to add the "points don’t expire" service for an additional cost, varying by plan.
Overall, the design lacked alignment, proper hierarchy, and appropriate use of colors, with pink (meant for interactive elements) overused. Users were then directed to checkout.
The lack of understanding and evidence of benefits was highlighted by Clube Livelo subscribers in written NPS survey feedback.
Although it seems very interesting, I got a little lost in the information when I tried to sign it.
There are still a lot of glitches, a little confusing and can leave the elders without access.
The association proposal is not clear in the App.
From the study of the flow itself and insights taken from NPS research, some hypotheses were raised:
There was no personal appeal, despite the strong engagement it generates between subscribers and Livelo.
It was necessary to show more clearly the differences between the plans.
The benefits of the plans should be shown with more emphasis.
Discovery
Benchmark
First, a study was made of other players that offer subscription services. Not only were Livelo's competitors analyzed, as I wanted to take a look at good practices in general.
Some players analyzed were:
Clube Esfera (from Santander Bank)
Clube Esfera (from Santander Bank)
Spotify
Spotify
Clube Smiles (from Gol Airlines)
Clube Smiles (from Gol Airlines)
Clube Tudo Azul (from Azul Airlines)
Clube Tudo Azul (from Azul Airlines)
Clube Wine
Clube Wine
Some good practices noticed were:
Vertical scroll between plans
Vertical scroll between plans
Visual distinction among plans
Visual distinction among plans
Greater appreciation of the benefits
Greater appreciation of the benefits
UX research: interview with users
To understand the value perception of current Clube Livelo subscribers and the motivators for non-subscribers, we interviewed individuals from both groups to learn what matters most in their journey.
There were 6 groups (3 for each profile) - with a total of 26 people interviewed.
Some of the questions asked in the interviews were:
1. What are your goals for using Livelo?
2. What are the main benefits you see in the Club?
The following points were identified in the conversations:
Exclusive service
According to the interviews, subscribers “aim for belonging, recognition, exclusivity, and superiority”. This is based on the benefits found in the subscription.
Subscribers wants to travel
Interviewers expressed their primary goal with Livelo is to travel to different places, and they intend to save money subscribing to the Clube Livelo.
Earn as many points as possible
Those who use Livelo change their shopping habits, starting to buy more at Livelo's partner online stores, to collect more points and be able to travel.
Freedom to choose point destinations
At Livelo, points can be transferred to other airline programs. Clube Livelo offers bonuses on these transfers, which subscribers consider the main benefit.
Ideation and validation
First ideation
In the initial ideation phase, several key points were considered:
Breaking down the journey into distinct steps: introduction, plan selection, add-ons selection, and purchase summary.
Breaking down the journey into distinct steps: introduction, plan selection, add-ons selection, and purchase summary.
Visual differentation between plans.
Visual differentation between plans.
Using vertical scrolling to display the plans.
Using vertical scrolling to display the plans.
A clear order summary screen for easy review of the subscription.
A clear order summary screen for easy review of the subscription.
Introduction screen options
Plan selection screen options
Add-ons screen
Summary
First validation
Once the designs were well-developed, it was time to present them to the UX team for feedback and make necessary adjustments. During the session, I outlined the project’s challenges and goals, shared references from other competitors, and provided context by comparing the old flow.
The team then offered feedback, focusing mainly on the plan card options:
What did the designers say?
Option 3 is the one I liked the most and the one that most agree with the Livelo brand because of the graphics used in the banners.
The use of colors and images brought the design to life compared to the current version. I liked options 2 and 3 but suggest making the plan name and monthly total slightly larger for more emphasis.
Second ideation
After the validation with the team, the drawings were refined with some observations:
Inclusion of Clube Livelo's KV on the screens
Inclusion of Clube Livelo's KV on the screens
Inclusion of a stepper in the header, contextualizing the users and how many steps remain to complete the journey
Inclusion of a stepper in the header, contextualizing the users and how many steps remain to complete the journey
Screen with all the details of the plans (leaving only the main benefits on the initial card).
Screen with all the details of the plans (leaving only the main benefits on the initial card).
Introduction
Plan selection
Plan details
Add-ons
Second validation
With the flow almost defined, I felt the need for a new round of Design Critique, this time involving more people and validating some specific flow issues. It is worth mentioning that with the tight time for delivery, unfortunately, it ended up not being possible to validate directly with our users.
Main points noted:
The selection of plans and add-ons wasn't very clear, even with the radio button/checkbox.
On the plan details screen, the presentation of the plan and add-on prices was a little confusing.
An accessibility issue was identified with the plan selection card: clicking the radio button both selected the plan and expanded the card for more information. I discovered that this double action is problematic for screen reader users, as they don’t expect two actions from a single click, especially with a radio button. This needed to be changed.
And then… I received some game-changing news
The business team announced two changes in the value proposition of Clube Livelo, and these changes would directly reflect on the design and content of the screens.
Inclusion of annual plans, that is, each of the five plans could be subscribed monthly or annually.
The "points do not expire" add-on would no longer be an add-on and would be a benefit already included in the plans.
As a result, in addition to the need to include the view of annual plans on the plan selection screen, one of the three steps of the journey, marked by the stepper, ceased to exist. So I thought the best option was to remove the stepper as only two steps are needed to complete the flow.
Delivery
How did the delivery turn out?
After a comprehensive process of discovery, ideation, and validation, I achieved the final result. The delivery not only adhered to best UI Design practices but also leveraged the Livelo Design System, incorporated effective UX Writing principles, and created a more intuitive user journey.
Below are some key highlights of the delivery. If you prefer, you can explore the full interactive prototype.
Focus on travel
Plan Selection
Details and benefits
Summary screen
Knowing the greater interest of those interested in the Clube Livelo, the initial approach was entirely focused on the travel benefits, positioning the club as a facilitator for those who want to travel with points.
Focus on travel
Plan Selection
Details and benefits
Summary screen
Knowing the greater interest of those interested in the Clube Livelo, the initial approach was entirely focused on the travel benefits, positioning the club as a facilitator for those who want to travel with points.
Outcomes
What were the results obtained with this new journey?
More subscriptions through the App
Comparing the months prior to the implementation of the new flow (February 2023), we noticed that the number of subscriptions per month had increased.
Six months before the launch of the new flow
Six months after the launch of the new flow
App became the primary channel for new subscriptions
Comparing the same period, we see that the App has become the club's main subscription channel, surpassing the website in the number of subscriptions.
Subscriptions by channel from August 2023 to January 2024
Subscriptions by channel from February 2024 to July 2024
The results demonstrated that the new journey provides a significantly improved user experience compared to the previous one, with a user-centric approach that also drives stronger business outcomes.