Universinho App

Incubated a project and sold it to a giant company

Start year: 2018 • 1 min read

Bringing together the most important children’s IPs (Intellectual properties) in the house, 01Digital launched BabidibooTV, a video streaming platform to face giants in the market such as PlayKids (Movile) and Noggin (Viacom). The differential of the app is the intercalation between videos and interactive activities with the characters of an IP.

After few months, we got an average conversion rate within the normal range (2%), but there was not enough download volume, and therefore, it wasn't generating revenue. Since we didn't have a budget to invest in marketing, the plan was to seek someone to support the project.

Then came UOL, a Brazilian internet giant, to license the product, and thus the app became known as Universinho App.

At that point, I transitioned from being a consultant to being in charge of the project. Alongside UOL's design team, I led a series of changes, revising the entire workflow, doing heuristic evaluations and then conducting internal usability tests.

• Onboarding
  The intro consisted of 3 text screens, 1 registration section and 1 guide that looked more like a fridge technical tutorial. It’s a lot of information right away before the person uses the app. The measure was to eliminate practically everything and call the registration action only when it is really necessary.
• Information Architecture and Content Design
  The mental model that the interface suggested was confusing and did not make the levels of hierarchy in the CHANNEL X EPISODE relationship clear to the user. Reformulating this structure, it also avoids any kind of guide or tutorial to understand how the app works.
• Monetization
  More subscription options: monthly, half-yearly and annual.
• Copywriting
  Preparation of text to better inform about the benefits at the time of purchase.
• Features
  Implementation of new features such as the favorites channel, which works as a playlist, and profile customization with avatar and name.

Interface Redesign

The app is available for Android and iOS and is part of the giant's subscription bundle.