How did Suvinil become the favorite brand among painters in Brazil?
Aiming to build a community around the brand, in this project I worked as Product Designer on the development of a Community Manager platform based on Communication, Trainings and Gamification
2022 – 2023
Strategy
B2B2C
Painting Industry
User Research
User Experience (UX)
User Interface (UI)
Service Design
Cross-functional Team
Team:
Scrum Master, Product Manager, Customer Success, QA, Product Designer, UI Designer, Frontend and Backend Developers, Marketing
Pintou Parceria Program
Founded in 2022, it is a training and networking program that prepares painting professionals and salespeople for the job market at a high level of quality.
The principles of the program are:
Brand Advocacy
Satisfied customers or professionals actively promote the brand, amplifying its reputation through personal endorsement.
Trust Relationship
Strong bond built on credibility, transparency, and consistent interactions between the brand and its stakeholders.
Loyalty
Long-term commitment where customers consistently choose the brand over competitors due to satisfaction and trust.
Qualified audience
Targeted group of individuals who have the potential and interest to engage deeply with the brand’s offerings.
Problem
The platform, designed to connect and support a community of painters, struggled with engagement, a complex rewards redemption process, and high support demand, making it difficult for users to interact, redeem benefits, and find assistance efficiently.
Goal
Provide a more engaging, seamless, and user-friendly experience that empowers users to interact, redeem rewards effortlessly, and access support with ease.
Solution
Designed and implemented features that foster engagement, streamline user journeys, and enhance self-sufficiency within the platform.
Steps
Community Research
Identify users goals and pains
Users Personas
Create profiles based on the Research
Roadmap Priorization
Gathering expertise to set priorities
Features Development
Execution on design and development
Metrics and Results
Impact of improvements over one year
Community Research
For Pintou Parceria Suvinil I worked on continuous and periodic research to understand the behaviors, needs, and motivations of professional painters using the program’s digital platform.
My role was to leverage in-app research tools, engagement analytics, and direct user feedback to identify opportunities to improve the platform experience, optimize reward dynamics, and strengthen the painter’s relationship with the brand.
Tools:
- Google Forms, Typeform
- Zoom, WhatsApp
- Hotjar, Google Analytics
- Miro, Figjam
- AI-driven data analysis
Sources:
Surveys & in-platform feedback
In-depth interviews
Community Listening
App Store and Google Play Rating
Key Findings
Interactivity
Painters seek more interactive features and community-driven experiences to stay engaged.
Logistics
The redemption process feels slow and unclear—users want faster and more transparent tracking.
Support
Quick and accessible troubleshooting is a priority for painters facing platform issues.
Trainings
Short, mobile-friendly lessons are the preferred format for learning on the go.
Users Personas
The personas were created according to the data collected in the surveys, taking into account the different professional profiles on the platform. These profiles were then segmented using tags to channel actions.
"I want to keep improving my skills, deliver top-notch work, and build my reputation while connecting with others in the industry."
“I’m focused on learning the basics, gaining confidence, and making a name for myself in the market with the right support and training."
“My goal is to connect with customers, understand what they need, and recommend the best products while staying on top of the latest trends.”
“I want to design amazing spaces, choose the best materials, and collaborate with professionals I can trust to bring my vision to life.”
“I aim to give every customer the best experience, know all the products inside out, and keep the store running smoothly.”
Roadmap Priorization
The prioritization required a collaborative approach between Design, Product, Engineering, and Business. Using frameworks like the Impact-Effort Matrix (to balance value and feasibility) and MoSCoW (to define priority levels), we aligned on the most impactful initiatives based on user needs and business goals.
For this roadmap, the prioritization process considered:
- Support Menu (Q&A) – Medium Impact, Low Effort,
a quick-win solution to enhance user support. - Interactive Content – High Impact, Medium Effort,
driving engagement but requiring design and development resources. - Rewards Logistics – High Impact, High Effort,
a critical pain point that demands significant backend improvements.
Tools like Jira, FigJam, and Miro facilitated discussions, ensuring data-driven decisions and alignment.
Features Developement
We prioritized quick wins, launching the Support Menu (Q&A) first to improve self-service. Then, we introduced Interactive Content to boost engagement before tackling the more complex Rewards Logistics, optimizing redemption speed and transparency. This approach ensured immediate impact while addressing long-term improvements.
Support Menu
To cut down on assistance calls, we developed a dynamic self-service channel that categorizes common queries into clear topics.
I led the design process—from ideation and wireframing to constructing smooth navigation flows and finalizing the user interface—ensuring a streamlined and user-friendly experience.
-17,2%
As a result, there was a reduction in 17,2% suport requests, answering users’ questions, making it clear which directions to follow.
Interactive Content
Engagement went beyond just likes! We introduced five new reactions that users can add to both posts and comments, making interactions more expressive and dynamic. Now, painters can react with more than just a “like”—they can truly connect and share their emotions within the community.
I was responsible for the UI design, ensuring a clean, intuitive, and visually appealing experience. My focus was on creating consistent components, interaction flows, and micro-interactions, designing subtle motion effects in Rive that made reactions feel smooth, responsive, and engaging—enhancing the sense of interaction and community within the platform.
Rewards Logistic
We redefined the rewards redemption flow, ensuring a faster, clearer, and more reliable process. By mapping out different redemption scenarios, we created a seamless experience where users could easily track their points, claim status, and processing times. Hand sketches and wireframes helped refine the flow early on, allowing us to test variations and optimize clarity before moving into high-fidelity designs.
Beyond the user-facing improvements, we also designed admin interfaces to better manage redemptions, improving internal tracking and processing efficiency. The UI accommodated different redemption types, ensuring a smooth experience whether users were redeeming physical items, digital rewards, or service-based benefits.
Metrics and Results
From 2022 to 2023, the platform saw significant growth in new users, engagement, and prize redemptions. These optimizations collectively enhanced the user experience, driving higher retention and satisfaction.
+87%
of new users impacted
by the program
+140%
increase in user engagement
on the platform
+330%
increase in prize rewards
at the Pintou Parceria Suvinil shop
Learnings from the Project
- User-Centered Iteration – Continuous testing and feedback were essential to refine features and ensure they met real user needs.
- Balancing Impact and Effort – Prioritizing quick wins while planning for complex improvements helped maximize value delivery.
- Cross-Team Collaboration – Working closely with engineering, product, and support teams was key to aligning expectations and ensuring a smooth implementation.
- Micro-Interactions Matter – Thoughtful motion design and feedback mechanisms significantly improved usability and engagement.
- Scalability is Key – Designing flexible UI components and administration tools ensured long-term adaptability and efficiency.