Fashion & Beauty App
This project emerged from a strategic initiative by Globo, the largest media company in Latin America, to explore a potential expansion into the fashion and beauty space. The goal was to understand and validate user interest in a new fashion and beauty product before committing to launching it as a new business vertical.
Design
App
Entertainment & Media
Fashion
Project Snapshot
Year: 2020
Company: Globo.com (Brazil)
Duration: 3 months
Platform: Mobile app (mobile-first, responsive desktop)
Team & Role
This project was designed to be presented and validated by Globo’s board. A multidisciplinary squad was assembled, composed of professionals with prior experience across Globo’s entertainment products:
Commercial lead
1 Content editor
1 Marketing specialist
1 Artistic production
1 Digital strategy
1 Product designer (Camilla Melo - Vora's Main Designer)
Camilla's Role:
She was responsible for the entire product structuring and materialisation, including UX, UI, prototyping, and presentation. Research and feature definition were conducted collaboratively with the squad.
Process Overview
The project followed a structured, discovery-driven approach: Market Analysis, Ideation & Strategy, Materialisation, Research & Validation.
Wireframing & Structure Mapping
Low-Fidelity Prototypes
We began with collaborative workshops involving both the squad and the board. Together, we sketched low-fidelity concepts to quickly generate ideas and discuss potential directions before moving into higher fidelity — where teams often become emotionally attached to visual outcomes.
This step allowed us to explore ideas freely and align early.
Medium & High-Fidelity Prototypes
Once the initial concepts were discussed and refined, we progressed to medium and high-fidelity prototypes, designing features and flows with greater confidence and clarity.
UI & Branding Strategy
To avoid bias during validation, the prototype was intentionally not associated with the Globo brand.
The app was designed with a neutral, sober visual identity, ensuring that user feedback reflected perceptions of the product itself — not preconceived opinions about Globo or other market players.
Final Prototype
Market Analysis
A comprehensive market study was conducted to understand competitors, patterns, and opportunities within the fashion and beauty ecosystem.
Scope of Analysis
63 players analysed
14 categories, including:
E-commerce
Subscriptions
Wellness
Courses
Influencers
Beauty for entertainment
12 evaluation parameters, such as:
Number of users
Business model
Core features
Social media presence
Revenue streams
Total criteria analysed: 756
Key Insights
Purchase & Business Models
The fashion and shopping space supports niche opportunities and diverse business models
Strong potential for localised and premium offerings
TV-driven content continues to inspire desire and purchasing behaviour
Content
Escapism and entertainment attract strong engagement
Influencers increasingly act as products and sales channels
Content is becoming more decentralised and lifestyle-oriented
Services
Growth of “phygital” experiences supporting purchase decisions
Rise of content commerce
Increasing professionalisation for creators looking to monetise skills
Ideation & Strategy
Using insights from the market analysis, we conducted a Jobs To Be Done exercise to connect product ideas with real user needs.
Core Jobs To Be Done
Inspiration & Curation: discover trends and fashion inspiration and follow celebrity styles
Personalisation: discover products aligned with personal taste and cccess relevant, factual content
Good Deals: buy trusted products and understand what talents and influencers actually use
Tips & DIY: learn how to use products effectively and improve personal style and confidence
Community & Belonging: celebrate diversity and inclusion and connect with people, brands, and specialists
Care & Wellness: feel safe, welcomed, and confident and normalise differences and self-care
Influencing & Entrepreneurship: become a reference, monetise skills and content and sell or promote personal brands
Concept Design & Selection
Multiple concepts were designed and presented to the board. Together, we voted on the concepts with the strongest potential to advance into development.
(Three winning concept models were selected at the time.)
Business Canvas
Value Proposition
A fashion, beauty, and wellness ecosystem that creates experiences of discovery, inspiration, connection, learning, and entertainment.
Target Audience
Globo content viewers
Classes A, B, and C
Men and women aged 18–35
Business Model
Content drives product discovery. Products are embedded as tags that connect users back to related content.
Materialisation & Benchmarking
Once the product direction was defined, we confirmed that the solution should be a mobile-first app.
Benchmarking focused on:
Onboarding & personalisation
Content feed experience
Shopping & purchase flows
Research & Validation
The final phase aimed to validate user interest and first impressions. Findings were presented to the board to support the decision on whether to proceed with full development.
Focus Groups
Women only
6 groups, 6 participants per group
Age ranges: 18–24 | 25–35 | 45+
Income levels: AB1 | B2C
Key Research Themes
Fashion and beauty consumption habits
Purchase behaviour
Influencer content exploration
Perceptions of algorithm-driven content
Expectations around the proposed product
Results & Insights
Associations:
Fashion, trends, creativity, wellbeing, self-knowledge, aesthetics, fitness, customisation.
Influencers & Talents Mentioned:
Camila Coelho, Boca Rosa, Renata Vasconcellos, Maju Coutinho, Fátima Bernardes, Bruna Marquezine, Paolla Oliveira, Rafa Kalimann.
Content Sources:
TV, Instagram, Pinterest, YouTube, soap operas, e-commerce platforms, WhatsApp.
Purchase Triggers:
Advertising, social media, email marketing, discounts, tutorials, belonging.
After Experiencing the Prototype
User Wishes
Higher self-esteem
Feeling better and more confident
Improved mental health
Desired Features
Access to specialists
Viewing products on different body types
Subscriber benefits
Concerns
Online purchasing trust
Return policies
Delivery times
Authenticity of influencer recommendations
Lack of representation for older demographics
Outcome
This research-driven prototype enabled Globo’s leadership to make an informed decision about entering the fashion and beauty space, grounded in real user insight, validated demand, and strategic clarity.