Case study

Scaling a Telecom Marketplace

Simplifying complex decisions and enabling scalable growth through system design

Product Design UX Strategy Design Systems

Overview

I led the redesign and evolution of one of Brazil’s largest telecom comparison platforms, transforming it from an early-stage product into a scalable, high-conversion marketplace.

My work focused on simplifying complex decision-making, improving conversion, and creating a consistent system that could scale with the business.

The problem

As the company grew, the product became significantly more complex.

Users were no longer comparing simple plans. They were navigating bundled services, constant pricing changes, and unclear differentiation between providers.

This created a core challenge:

How might we simplify decision-making in a complex telecom environment while maintaining high conversion performance?

Placeholder for the old interface or less structured version of the product — Previous experience with high complexity and limited clarity

Understanding the complexity

The telecom market introduces a unique level of complexity, with multiple plans, bundled services and frequent changes.

From a user perspective, this results in cognitive load, decision fatigue and drop-off.

Placeholder for multiple plans and a complex comparison example — Complex and hard-to-compare telecom offers

Strategy

Instead of focusing only on visual improvements, I approached the problem as a system design challenge.

The goal was to reduce cognitive load, enable fast comparison and support scalability.

Placeholder for a simple diagram or category structure — Structuring the experience into clear product categories

Core solution

The key turning point was the creation of a scalable comparison system based on a consistent card structure.

Placeholder for a grid of cards across categories — Consistent card system across multiple product types

Clarity

Each card was designed to clearly communicate pricing, benefits and differences between plans.

Comparison

Consistency allowed users to compare plans quickly without reinterpreting the interface.

Scalability

The system enabled scalability across categories, reducing complexity for both users and internal teams.

Placeholder for different variations of comparison cards — Flexible system across categories

Business vs UX

A key challenge was balancing business needs (partners, campaigns) with user clarity and experience.

The solution ensured transparency without compromising conversion performance.

Collaboration

Engineering

Defined specifications
Ensured implementation quality

Marketing

Supported acquisition strategies
Created campaign assets

Impact

While specific metrics are confidential:

The platform became one of the leading telecom comparison marketplaces in Brazil
Maintained strong conversion performance
Scaled acquisition channels
Strengthened brand positioning

Key takeaways

Designing for clarity is critical in complex markets
Consistency enables scalability
Structure drives conversion more than visuals
System thinking is essential for product growth

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