A campaign system for UZO’s mobile app that turns promotions into a bold, dynamic part of the user experience, balancing brand expression with usability and scalability.
Client
Altice
Skills
The context
UZO is a telecommunication brand that belongs to Altice, which owns several well-known brands in Portugal. They wanted to launch a new UZO app and asked us to use the My MEO (an Altice product) design system as a foundation, adapting it to UZO’s brand: youthful, bold, colorful, and “uncomplicated”.
While the app was built on top of an existing design system, much of UZO’s visual personality was expressed through the campaign experience, where color, contrast, and motion became key brand carriers within the product.
The challenge
The key challenge was to design a new campaign section inside the app that would make promotions feel engaging and distinctive, without breaking the project timeline or the brand’s promise of being “uncomplicated.”
UZO needed a space where campaigns could stand out, but that was still easy to use, quick to understand, and simple to maintain from a product and engineering perspective.
The approach
We started with a benchmark analysis to see how competitors showcased their campaigns and identified a common pattern: none of them really stood out from the typical solutions. We also knew that standard banners lead to a UX psychology issue known as banner blindness, where users ignore what they immediately recognize as promotional content.
Our goal was to create something different, something that would genuinely capture attention while respecting the constraints we had.
Ideation phase
We experimented with large cards and deck-like transitions, an interesting but overly complex path for the project’s needs.
But while analyzing UZO’s marketing campaigns more closely, a clear pattern emerged: each campaign relied on two strong contrasting colors, aside from the 3D illustrations that were always present. We decided to take advantage of that.
The solution
We turned this detail into the foundation of the new campaign experience: one color for the campaign image and a secondary color for the card, just as in their communication materials. With a special twist: the section background changes color dynamically, adopting the campaign’s main color. As users swipe through the cards, they are immersed in a bold, surprising visual experience.
Documentation
To make the system replicable, we defined color combinations based on the UZO’s brand book and ensured valid contrasts for accessibility. We documented the new campaign component and updated the rest of the components used across the app.
Results and Impact
The project resulted in an app that is balanced between simplicity and delight. The UI reflects UZO’s brand personality, and the campaigns stand out as a dynamic feature that draws the user attention.
The client was positively surprised, recognizing the “uncomplicated” delivery with added, unexpected value. The app currently holds a 4.6 rating on the App Store, with reviews highlighting its clarity and simplicity.
My Role
As the mid-level UI Designer, I was responsible for the creative execution: defining and designing the campaign section; updating pages and components to match the UZO’s brand; and documenting the guidelines. I also worked closely with the client, presenting and discussing all creative decisions.
I collaborated with a Senior UI Designer, who helped refine the visual quality, and a Senior UX Designer, whose knowledge of human behavior supported our usability decisions.
Other projects
© 2026