top of page

Persona Discovery – Hi Chat (Hi Platform)

Hi Platform Oct 2022 - https://www.hiplatform.com

Screenshot 2025-09-09 at 10.31.01.png

About the

Hi Platform

Hi Platform is a Brazilian SaaS technology company specializing in Customer Experience and omnichannel service solutions. Its platform integrates channels such as online chat, chatbots, WhatsApp Business, email, and others, helping companies across a variety of sectors scale support, reduce costs, and improve the customer experience.

Project Context

In October 2022, I worked as a lead UX Researcher on a persona discovery project for the Hi Chat platform.

The goal was to deeply understand the different user profiles, their needs, pain points and desires, in order to guide product improvements and reduce the burden on technical support.

image-7_edited.png
image-2_edited_edited.png

Challenges

  • Limited time → need for quick but in-depth research.

  • Unexpected profiles → greater participation of supervisors and managers than operators.

  • New research team → need to open channels and build trust between areas.

  • Internal alignment → ensuring that the findings were useful for product and management.

Methodology

  • Entrevistas etnográficas → 36 usuários de diferentes segmentos (e-commerce, saúde, seguros, educação, turismo, entre outros).

  • Perfis pesquisados: operadores (linha de frente) e supervisores (gestores de equipes).

  • Desk Research → análise de concorrentes e cruzamento de dados de mercado.

  • Workshops internos → co-criação com stakeholders para validar hipóteses.

image-4_edited.png

Main Findings

Three usage segments

One-Shot Customer Service (SAC)
focus on single resolution, strong need for bots.

Hot Lead
active and receptive contact, medium-term relationship.

Customer Portfolio
asynchronous negotiations, focus on ongoing relationships.

User profiles

Operators

Young people (18–34), high school, hybrid work.

They want reliable and simple tools.

Frustrations: technical glitches and difficulty configuring bots.

Supervisors

23–45 years old, higher education degree.

They need quick metrics to report on.

Frustrations: incomplete reports, unintuitive dashboards.

image-8.png

Challenges

  • Limited time → need for quick but in-depth research.

  • Unexpected profiles → greater participation of supervisors and managers than operators.

  • New research team → need to open channels and build trust between areas.

  • Internal alignment → ensuring that the findings were useful for product and management.

bottom of page