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Design that works where no one’s looking
Redesigning the customer portal led to results that reached far beyond the interface
Company
Renova Be is a Brazilian beauty and wellness brand with strong national presence.It focuses on self-care products that combine innovation and health, offering a portfolio that includes both cosmetics and supplements. Its flagship product is Verisol® collagen with hyaluronic acid.
Industry
Beauty and Wellness
Role
UI/UX Designer
-75%
Support Queues
+7%
Repurchase Rate
+11,5%
Avarage LTV
-23%
Operational Costs
Challenges
The customer support team was overwhelmed. Ticket volume kept climbing, along with longer queues and rising operational costs. The situation escalated when customers began turning to social media in search of answers.
These public complaints exposed critical flaws in the post-purchase experience. Worse still, they directly impacted the brand’s reputation at a crucial time—most sales were being driven by campaigns on platforms like Facebook, Instagram, and TikTok. Every negative comment became a barrier to new conversions.
It became urgent to identify points of friction and quickly rebuild customer trust after the purchase.
Insights and Actions
We partnered with the support team and spoke directly with those on the front lines. Their feedback revealed what was consuming the most time and energy.
Most inquiries were about information already available in the customer portal—order tracking, shipping status, delivery estimates. It existed, but it didn’t work well. Access was confusing, mobile navigation was difficult, and the layout made reading a challenge.
We also analyzed session recordings, heatmaps, and business metrics. Although delivery times were within industry standards, customer anxiety was high. The lack of clarity around order progress drove many to reach out to support without a real need.
We completely redesigned the customer area with a mobile-first approach. We increased font sizes, improved contrast, reorganized content, and gave clear prominence to order status. The goal was simple: reduce frustration and help people find what they need effortlessly.
Results
The results were both immediate and measurable.
Support queues dropped by 75% within the first few weeks. After 60 days, the repurchase rate increased by 7%, average LTV rose 11.5%, and operational costs dropped 23%—primarily due to the deactivation of support tools that had previously been overwhelmed.
Beyond the numbers, customer behavior shifted. Support-related messages on social media stopped entirely.
Redesigning the customer portal wasn’t just a design decision. It was a direct response to a real problem—with visible impact on experience, reputation, and operational efficiency.
