Globo.com

The social participation for the largest media conglomerate in Latin America

See More

The Story Behind


Opening the Social Channel

Globo.com is the Internet arm of Globo, the largest media conglomerate in Latin America. I was a member of the User Experience Team of this company. As Visual Interaction Designer, I worked on the Globo Accounts platform, on the integration of social media and networks (Twitter + Facebook) and on a CRM system, what helped to increase the social buzz of TV Globo’s products.

  • UX & Visual Design
  • Globo.com
  • User Experience
  • 2010
  • http://www.globo.com
  • globo
  • globo





  • The question our team had to answer was:
    How can we implement a consistent single sign-in
    account for all the globo products?"




  • globo

The Experience

The globo.com portal is made of different products and different platforms. Despite this fact, the portal keeps a single login to allow the users to have easy access throughout all products (similar to Yahoo and Google accounts).

The Branding

“Globo.com accounts” was re-branded and a unique logo was created to allow it to be present on all the globo.com products. It had to be neutral and adaptable to accommodate to the most varied line of products. The typography was slightly modified and a new letter “a” shape was introduced to the font family.

  • globo
  • globo
  • globo
  • globo
  • globo
  • globo
  • globo
  • globo
  • globo
  • globo
  • globo

The Consistence

For some products, it was not clear that it is a globo.com product, or maybe, that is a product that was recently acquired. In this case, the product brand and globo.com brand need to come together and the page should intuitively inform the users that they can use globo.com account to login.

The users side

Since the products have their own brands, users need to clearly visualize the product they are landing and understand they can use the same user-name and password for all globo.com products. User Research, data analysis and personas were applied to better understand the user of the product.

Cross Platform







  • How can we create a social platform
    that easily adapts to the each different
    globo product requirements?"




  • globo



Defining and documenting interactions










The Impact


Increased social participation

After our social platform was created, consumers participation and engagement was increased. Also, in 4 months, the number of brand mentions in social media was multiplied by 100. We captured over 2,5 million posts per month with Rede Globo’s products mentions. During that time, the domain attracted at least 1.8 million visitors per year and ranked as the 105th most accessed site in the world.

Platform Expansion

We were able to integrate over 72 globo products in a single account and add an integrated logged bar for all products. That brought to user a better sense of unity and improved our user data base.

EBAI - Widget Social from Marianne Abreu



Let me know more about you!

E-mail me