TIM | Speech Analytics

Call center intelligence solution
powered by Generative AI

Design Leadership, Information Architecture, and User Experience

Situation

TIM Brasil had been working with IBM Consulting since 2021 on a speech analytics solution to evaluate calls routed to human agents.

Critical Constraint, during a workshop with TIM's ombudsman team, we uncovered a crucial insight:

"The operator already has too many screens, so if you are going to add new features, it must be on the same screen."

Virtual Workshop to understand As Is Scenario
Previous versions of Speech Analytics

Tasks

Transform IBM's technical architecture for the "To-Be Scenario" into a compelling, user-centered design that would demonstrate value to TIM executives and gain approval for a major platform expansion.

Design Challenge

Traditionally, IBM Consulting would present technical architecture diagrams and PowerPoint slides explaining components and benefits.

I saw an opportunity to do something different, show, don't tell creating a prototype that would let TIM visualize the new features and experience how IBM's Generative AI technology would solve their pain points.

  • Maintain single-screen constraint while adding functionality
  • Win executive approval for full platform expansion
  • Differentiate IBM's approach from PowerPoint presentations

Actions (1 to 3)

1. Collaborative Paper Prototype
Led a paper prototyping workshop with the Design team and IBM Consulting member to rapidly explore solutions that integrated new AI features into TIM's existing interface without adding screen complexity.

Workshop Outcomes:

  • Mapped operator workflow and identified integration points for new features
  • Explored how Generative AI could surface insights within current screens
  • Validated technical feasibility with IBM Consulting architect
Collaborative paper prototype in person

2. Digital Prototype Development
Translated paper concepts into an interactive digital prototype that demonstrated the complete "To-Be Scenario" with working interactions.

  • Single-screen integration: New AI capabilities embedded in existing workflow
  • Generative AI summaries: Call insights reducing time spent on manual review

3. High-Fidelity, Client Feedback & Iteration
Presented the interactive prototype to TIM stakeholders, incorporating their feedback to refine the design before final delivery.

  • Adjusted information hierarchy based on operator priorities
  • Refined AI-generated content presentation for clarity
Final Result Dark & Light Mode

Results

Immediate Impact

  • TIM executives were "extremely pleased" with IBM's approach
  • $6 million contract signed for services and technology

Long-Term Success

  • Strengthened IBM-TIM partnership
  • Sales pipeline opened for Watson NLU, watsonx, and IBM Consulting

Selected work

Let's connect

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I’m currently open to new collaborations and design leadership roles.