2017
UOL NEWSLETTER
Product design
user research
responsive design
user testing
strategy
SITUATION
UOL is the largest Portuguese-speaking portal in the world, with millions of active readers every day. For years, it ran "Giro UOL," a single newsletter with no segmentation. That made it hard for journalists and the ad team to direct content to specific audiences.
TASK
Give journalists and the ad team a way to speak to each of the 32 audience segments on its own terms, without slowing down publishing.
ACTION
Over 20 hours of interviews with journalists. More than 40 hours with readers. Over 20 hours of usability tests.
We rebuilt the platform to support fully segmented newsletters, each with its own template, cadence, and tone. Flexibility was the key: journalists could adapt content quickly without engineering help.
