Globo.com

Overview

The portal globo.com is Globo Group’s Internet branch, the biggest media conglomerate in Latin America.The company Globo.com acts as a service provider, strategical and technological support on the Internet for all other media business of the organization. It has a prominent position in the distribution of high-volume web and is responsible for the largest simultaneous audience for video streaming in the country.

Remarkable outcome

Discover

The "Trilho destaque" component serves as a platform for show casing significant events, products, and news taking place in Brazil and around the world.

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Challenge:

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After analyzing the data, it is evident that the current visual layout lacks the ability to capture the user's attention, resulting in low Click-Through Rate(CTR). Despite its prominent position on the globo.com homepage, the component's performance falls short of expectations compared to highlights and columns, which outperform it.

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Pain Points:

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• Reduced User Engagement with a component in a strategic position.
• Proving ROI to business partners has become challenging.
• Media companies need to compete for user attention and advertising budgets. Low CTR may indicate a loss of competitiveness in the market.
• Low CTR results in missed opportunities to convert users into loyal audience members.

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From January 7 to January 19,2022, a comprehensive survey was conducted among globo.com users to gauge their level of satisfaction. The survey provided us with a substantial sample of data,comprising 9,756 responses, which allowed us to gain valuable insights into users' behavior and preferences.

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Considering the survey data indicating that 39.9% of users dislike seeing advertisements, we hypothesized that the current visual design of Trilho Destaque might be perceived as an element that users actively try to avoid.

Define:

Problem statement:

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The current visual layout of the component on the globo.com homepage is failing to attract the user's attention.

Develop and Deliver

After conducting several visual design studies, the newly created component needs to undergo validation through an A/B test. For an audience of 100 thousand users per day, we divided them equally, with 50% experiencing the current production version (Control) and the other 50% exposed to the new version (Alternative A).

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A/B Test - Current Production versus Alternative A:

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Current production:

Alternative A:

Handoff:

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Sharing specifications to maintain clear communication with developers and ensure accurate implementation.

Outcome:

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The A/B test comparison confirmed the accuracy of our visual hypothesis. While it's challenging to definitively ascertain whether users perceived Alternative A as an advertisement, the test successfully addressed a significant issue.

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