Creative Process: Team Brazil Chatbot for the Paris 2024 Olympic Games

The project's success was driven by close collaboration between multidisciplinary teams of designers, developers, UX specialists, software engineers, AI experts, data teams, and Meta's own teams. This integration between professionals from different areas was essential to creating an innovative, optimized chatbot that met the expectations of fans, offering a fluid and interactive journey.

Initial Client Briefing: The project began with a strategic briefing between the COB (Brazilian Olympic Committee) and Meta, aligning client expectations and fan needs with a focus on crucial information during the Olympic Games.

Requirements Gathering: Defining the essential requirements ensured that the chatbot offered real-time interactions, with a highly engaging and informative experience.

Market Research and Benchmarking: A detailed analysis of chatbots and interactive experiences at sporting events was conducted, allowing for the identification of innovation opportunities and the establishment of best practices.

User Personas and Journey: Instead of working solely with traditional personas, we incorporated Ginga , the mascot of Team Brazil, as a central figure. Ginga became the embodiment of the team's and nation's spirit, helping to create a more connected and personalized user journey. Interactions with the chatbot reflected the mascot's energy and charisma, bringing fans closer to the Brazilian athletes and the event. The user journey was mapped to ensure a captivating and motivational experience.

Research Insights : We discovered that fans were not only seeking quick information, but also an emotional experience that connected them more closely and immersively with the athletes and the event.

Visual Identity and User Experience : We developed a vibrant and modern visual identity, aligned with the spirit of Team Brazil and the Paris 2024 Olympic Games, creating an immersive experience for fans.

Tone of Voice and Visual Narrative : The tone of voice was inspired by the charisma and energy of Ginga, the mascot of Team Brazil. We created a welcoming, optimistic, and motivational communication that conveyed the enthusiasm of the athletes and the passion of the fans, making the interaction more empathetic and connected. The visual narrative was designed to be clear and impactful, aiming to strengthen the emotional connection with users, always with Ginga guiding the experience.

Interface Structure : The interface was designed based on wireframes and intuitive navigation flows, prioritizing ease of navigation and optimizing the fan experience.

Low and High Fidelity Prototypes: We create prototypes at different fidelity levels to test functionalities and validate the design before final implementation, ensuring the best possible experience.

UX decisions: The information architecture was planned with a focus on usability and accessibility, ensuring intuitive navigation across all devices.

Microinteractions and Animations: We incorporate subtle microinteractions and animations, enriching the experience with details that make the interaction more engaging and fluid.

Iterations with Feedback and QA: The design was continuously adjusted based on insights from testing, while the QA team ensured quality by conducting detailed and thorough tests to identify flaws and improve the user experience.

Usability Testing: We conducted tests with real fans to validate the interaction and identify areas for improvement, ensuring that the experience was simple and enjoyable.

A/B Testing: We implemented A/B tests with two groups of users: one group interacted with a more explanatory design and the other with the fluid approach of Meta Flows. The results helped identify the most effective approach for engagement.

Adjustments Based on Feedback: The design was constantly refined based on the insights collected, ensuring an increasingly intuitive and effective chatbot experience.

Final Refinement: The final design has been polished to ensure an immersive and optimized journey, adapting perfectly to all devices and providing an unforgettable experience for fans.

Design Implementation: The chatbot launch was a success, providing an interactive, real-time experience for fans, connecting them directly with the athletes and the event.

Positive Feedback: The response from fans and the media was overwhelmingly positive, highlighting the innovation, ease of use, and emotional impact of the experience.

Success Metrics: During the launch, KPI analysis was essential to monitor campaign performance. We measured impact through metrics such as increased engagement , return rate , and average interaction time , allowing for constant campaign monitoring and providing valuable insights for immediate adjustments and improvements.

After its launch, the project was closely monitored, allowing for continuous adjustments to enhance the experience throughout the Olympic Games. Data analysis and feedback helped refine the chatbot and maintain high fan engagement, ensuring an even more immersive experience during the event.