WOO — Designing Portugal's First 100% Digital Telco Experience
A full digital experience for broadband and mobile — crafted for digital natives and nomads.
The Challenge
WOO was born from the ambition to create a fully autonomous digital telco targeting young, mobile-first users. The challenge: designing an experience that felt instant, transparent, and empowering, while maintaining a distinct identity from the parent brand (NOS).
Subscription Simplicity
Streamline the subscription process for speed and simplicity.
Unified Management
Enable users to track, upgrade, or cancel their plans directly within the app.
Transparent Billing
Simplify pricing, billing and payment flows.
24/7 Digital Support
Integrate real-time support with 24/7 availability.
My Role
I joined as Senior Product Designer and transitioned to Principal Product Designer during phase two. I worked closely with researchers, product owners, and engineers to define priorities, structure the UX architecture, and guide the product through design and launch.
Fast Delivery, MVP Focus
User Interviews
Uncovering needs, motivations, and usage frequency.
Card Sorting
Prioritizing essential features for launch.
Ideation
Defining architecture, journeys, and core flows.
Wireframing & Testing
Validating usability and refining the information structure.
With a validated structure, we developed the brand layer and visual language, building a small design system to ensure consistency across the MVP. The product was then prepped for closed beta testing with real users.
The Results
Product of the Year 2024
WOO launched in 2022 and quickly exceeded expectations. Within months, it achieved significant growth and received multiple awards, including: Product Of The Year 2024, 2025 and Consumer's Choice 2024.
Rapid User Growth
The platform attracted thousands of users within the first months, validating the digital-first approach.
Market Disruption
Its simplicity and autonomy set a new standard in the market, and several of its UX patterns were later integrated into MyNOS, the brand’s main app.