INDUSTRY:
TELECOM
CLIENT:
TIM S.A.
YEAR:
2024
TIM APP
about.
In 2025, TIM launched its new app with a dual goal: elevate the user experience and sustain aggressive subscriber base growth. The project wasn't just a visual refresh — it was a complete functional rebuild. The project's core KPIs were to grow monthly unique users, improve store ratings (App Store and Play Store), and deliver a dense feature roadmap without compromising stability.
challenge.
Launching a completely new app in 2025, with a new development technology, new UX/UI, and new features.
To make it possible to ship 50+ new features in a single release cycle, the Design System (DS) was the central pillar. The challenge was to sustain the pace of journey design without letting the creation of new components become a bottleneck.
Dual-track management: I established a workflow in which the Product Design track (focused on the 50+ features) ran in parallel with the Design Ops track (focused on evolving the DS in Flutter).
Technical efficiency: Using pre-validated components allowed the team to focus on the logic of the new features rather than on repetitive interface decisions.
As Manager, I acted as the facilitator between these tracks. I maintained constant alignment with the App Channel Manager and Engineering peers to ensure design definitions were ready before development sprints.
result.
A focus on process and efficient team management drove the product's biggest year on record:
Record audience: The app reached an all-time high of 19.6 million unique users in December 2025.
Store reputation: We achieved a significant increase in our store rating, reflecting the stability and usability improvements delivered by the Design System.
Operational efficiency: The Design System proved its value by reducing development time for new screens by 30%, allowing the team to keep up with recurring demands without impacting the major launch date.
